From Ozempic to Wegovy: Maximizing Success through Brand Positioning

Novo Nordisk boasted two highly successful pharmaceutical brands, Ozempic and Wegovy. Each brand contained the same active ingredient (semaglutide). However, Ozempic was positioned as a diabetes treatment while Wegovy was positioned as a weight loss treatment. Both brands faced challenges of building brand equity while competing in a competitive but growing market. The student is ultimately asked to design a plan moving forward amidst the challenges of managing popular brands.