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Danish drugmaker Novo Nordisk announced it is rebranding to simply 'Novo' alongside a series of corporate changes, which the company described as the beginning of a new chapter. The move comes as Novo faces intensifying competition from Eli Lilly in the lucrative obesity drug market. The rebranding signals an effort by the company to reposition itself strategically as rivals gain ground in the fast-growing weight-loss treatment segment. Analysts will be watching whether the corporate overhaul translates into renewed competitive momentum.