Boston Scientific Corp. has decided to phase out its newly acquired Guidant brand, a name synonymous with potentially lifesaving defibrillators and pacemakers but also burdened by recent bad publicity over safety-related product recalls. Now that Boston Scientific has completed its $27 billion acquisition of Guidant Corp., the company will drop Guidant's name from its newly enlarged line of medical devices rather than retain both brands side-by-side, the Boston Scientific executive in charge of the brand process said in an interview. "'There is a lot of equity in the Guidant brand, and we want to transfer it respectfully over time," Paul Donovan, senior vice president of corporate communications, said at a heart specialists' conference. The phase-out of Guidant's name will occur over years, Donovan said. "Our opportunity is to transition the good equity in the Guidant brand, and our challenge is to repair the damaged parts of the Guidant brand," he said. -- by the Associated Press
Boston Scientific to phase out Guidant brand name
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