Branding For J&J’s Kenvue Cements Consumer Division Separation

In advance of spinning off its consumer division in 2023, Johnson & Johnson has announced the new standalone company will be called Kenvue.

Green billboard that says 'rebranding'
• Source: Alamy

The strength of Johnson & Johnson’s individual brands will likely blunt the impact of a new identity for the firm’s consumer division, with the move potentially going unnoticed by consumers when the iconic J&J logo is replaced next year, branding experts suggest.

The New Brunswick, NJ-based firm recently announced that Kenvue will be the new name for its consumer division, which will...

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