Iceland-based Actavis has estimated that it will cost 0.4 million euros to rebrand Sindan, a drug producer that it acquired last year. The process is unfolding in several stages, from changing the name from Sindan to Actavis, to achieving brand awareness with the general public. From the very beginning, the decision to enter the Romanian market with the new Actavis brand was based on market research conducted at the start of this year. "The survey showed us that it is very important for the Actavis name to become known from the moment we entered the Romanian pharmaceutical market, both at industry level, and at a public level. Sindan was an extremely well known name both in oncology and in medical centres. However, on the retail market Sindan and Actavis were not well-known brands. In addition, because the company entered the retail market in full gear, by launching 19 products from the group's portfolio, making Actavis name known has become a priority," said Laurentiu Scheusan, the general manager of Actavis Romania.
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