Hikma

Hikma manufactures on-brand, generic and in-licensed pharmaceutical products. It came in at number 2 with a score of 8.99.

Hikma stands out from its sector peers because it takes an emotional approach to storytelling, speaking to the end benefits its products have on patients and communities. The caring aspect of its personality has strongly influenced the visual and verbal identity, which is reflected in the brand’s use of people-focused imagery, a softer colour palette and human tone of voice. Hikma’s purpose is inspiring, but also ownable. Importantly, it is fully embedded into its business model and sustainability strategy. The business is active in a large number of global frameworks such as FTSE4Good, the World Economic Forum and the United Nations Global Compact. These initiatives truly differentiate Hikma as a purpose-driven brand in a crowded marketplace. The biggest opportunity to take the brand to the next level lies in creating more distinctive, ownable values. The current values, ‘Integrity’, ‘Excellence’, ‘Respect’ and ‘Transparency’, are generic and extremely common among B2B organisations.