CooperVision, a segment of The Cooper Companies (COO), a company dedicated to contact lens and women’s health, recently received (at REBRAND 100 Annual Global Award) recognition for superiority in brand repositioning. Siegel+Gale, a worldwide strategic brand builder, supported the company for its new branding strategy.
REBRAND is a cutting edge global resource for sound transformation of brands. Moreover, the REBRAND 100 Global Awards recognizes brands that have been successfully repositioned. More information is available from the designated web site.
The rejuvenated brand of CooperVision outlines the unique elements of the company. The latest design, a new interpretation of color and moisture, rejoices the perspective of CooperVision lens wearers.
Cooper, a global medical products company, specializes in a wide range of contact lenses for the vision correction market with a smaller strategic business unit for women’s health. It reportedly holds the number three position in the $6 billion global contact lens industry.
The company is a leader in the high-margin toric lens market. It offers multiple designs of toric lenses, across a wide range of parameters, unlike some of its competitors, who offer toric lenses in a limited number of designs. The company is benefiting from strong demand for its Biofinity toric lenses.
However, Cooper faces formidable competition in each of its major product lines. Competition comes from well established global contact lens makers such as Johnson & Johnson (JNJ) and Novartis (NVS). Depressed levels of consumer spending have heightened the company’s competitive pressures. We currently have a Neutral recommendation on Cooper. The stock currently retains a Zacks #2 Rank, which translates into a short-term “Buy” recommendation.
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