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Johnson & Johnson
5,533 $m

Johnson & Johnson has long been the brand that evokes some of the most cherished childhood experiences. A staple in baby care and beyond, the Johnson & Johnson portfolio includes recognizable sub-brands like BAND-AID, Neutrogena, and Listerine, whose products have become constants in people’s daily lives.

Johnson & Johnson understands the power of connection and champions those who provide care. The Campaign for Nursing’s Future was established more thana decade ago to address a profound shortage of nurses in the U.S.—particularly pressing as the baby boomer generation ages. The campaign elevates the profession in the public eye and serves to recruit new nurses, while retaining those currently in the laudable line of duty. A 2015 campaign documentary, Nurses: Their Vital Role in Transforming Healthcare, highlights the importance of nurses to families, communities, and the U.S. healthcare system. With the aim of generating more conversations around the positive influence of love and care, Johnson & Johnson launched the global “For All You Love” campaign in 2013. Its 2014 film Distinctly Dad is a moving exploration of the impact that fathers have on their children’s development.

The company infuses an ethos of care throughout its business, with initiatives that promote wellness, protect children, and celebrate caregivers. It continues to invest in partnerships and programs that burnish the brand on the ground where people live. Johnson & Johnson worked with Walgreens, for example, to integrate the Johnson & Johnson Official 7 Minute Workout App into the store’s Balance Rewards for healthy choices program. In Brazil, the company sponsored the 2014 Caring Tour, one of the country’s largest blood drives, which exceeded a goal of 20,000 donations. Expanding its partnership with Save the Children, Johnson & Johnson recently announced a USD $1.75 million donation to aid children affected by the Syrian refugee crisis.

These collective efforts have helped the 129-year-old company build a foundation of goodwill that has kept the brand resilient in the face of product recalls and regulatory scrutiny—which has supported a 7 percent rise in brand value this past year. For CEO Alex Gorsky, continued resilience comes down to decades of cultivating trust among consumers as well as patients, doctors, and nurses around the world.

With the recent divestiture of its Splenda brand, speculation has arisen around the M&A strategy for the Johnson & Johnson consumer businesses, with strategic deals that provide scale and innovative technologies expected. Bolstered by general recovery in the consumer segment, and unwavering dedication to children and their families, Johnson & Johnson will continue to feel the brand love in return.

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