1232 GMT - Novo Nordisk's rebrand as just Novo is a statement of intent that change is coming to the Danish drugmaker, Branding Science's Ed Corbett says. "They want to signal, not only externally but also internally, a change of direction," Corbett says. The company is coming off a challenging period marked by stiff competition and job cuts, he says. While the new name might help executives to introduce changes across the organization, it won't be the end-all be-all, Corbett says. From a consumer perspective, the change might have a limited impact, given that consumers tend to be more familiar with product brands such as Wegovy and Ozempic, rather than with the names of the companies that make them, he adds. Novo shares rise 2.1%.
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