|
|
 |
|
Viewing report
|
|
|
|
Pharmaceutical Branding Strategies: Thought Leader Perspectives On Brand Building, Effective Communication and Future Brand Models
Business Insights, Jan 2006, Pages: 163
Pharmaceutical branding describes the process whereby companies attempt to transform an active chemical compound into a recognizable package of associated brand values; these values, such as effectiveness, safety, trust and other more emotional associations, have become increasingly important levers through which pharmaceutical marketers can look to achieve greater market share and loyalty in an evermore competitive market space. Pharmaceutical branding efforts impact on a range of related strategies, including brand name development, Rx-to-OTC switching, DTC marketing, PR and corporate communications. Rather than present a generalized summary of current perspectives in pharmaceutical branding strategies, this report brings together the different views found from across the industry, presented directly from the experiences of leading experts in the field.
The report contains the views of ten experts drawn from across different sectors of the branding arena, including industry product and marketing managers, advertising agency executives and management consultants. In an attempt to shed light on the future direction of this dynamic topic, 'Pharmaceutical Branding Strategies' provides a unique window into the perspectives and experiences of those leaders at the forefront of shaping that future.
This report includes expert findings from
- David Wood, CEO, Interbrand Wood Healthcare
- Max Jackson, President, Publicis Healthcare Group International Division
- David L. Stern, Executive Vice President, Metabolic Endocrinology, Serono Inc
- Jeff Daniels, Strategic Branding Consultant, Grey Healthcare Group
And many others...
'Pharmaceutical Branding Strategies: Thought Leader Perspectives on Brand Building, Effective Communication and Future Brand Models' provides a unique insight into the best practices of leaders at the forefront of shaping pharmaceutical industry branding. The report provides expert analysis on key branding issues and their impact on DTC marketing, PR, corporate communications and Rx to OTC switching, and also forecasts future brand models.
Understand how branding is changing and how brand owners can maximize the value from their bands.
Use this report to benchmark your branding strategies against those of the industry's leaders and ensure that your company is maximizing profit by effectively building and communicating brands.
Key quotes from the industry experts...
'The brand name is the public face of the brand, but it is one element of an integrated proposition …, it should always be considered within the context of the overall strategy for the brand and should be leveraged as part of a cohesive whole, comprising name, supporting nomenclature, messaging and brand graphics.'
Rebecca Robins, Global Marketing Director, Interbrand Wood Healthcare
'GSK's commercials, looking to educate people as to how long it takes to develop a new drug, … were very well done, they were very personal, and I think that they quietly educated the consumer and in some ways bridged the gap [between consumers and the pharmaceutical company] a little bit.'
Karen Friedman, Karen Friedman Enterprise
'Poor brand planning for a clear brand promise prevents the potential of a relationship in newly launched brands. For existing brands, relationships are weakened when the promise loses clarity or tries to extend beyond the branding that formed the relationship.'
David Griffith, President, Sparkiting Solutions LLC
Key questions answered in this report
- How can branding be coordinated across different audiences and lifecycle stages?
- What steps can pharmaceutical companies take to promote a positive corporate image?
- How do you build sustainable brand equity in a commoditized market?
- Which companies have been particularly successful at leveraging brand names?
- Should branding be promise or product-centric?
- Why is it important to develop a brand at the global, rather than local, level?
Top five reasons to order your copy today
- Understand a number of cutting-edge, independent perspectives, practices and projections in pharmaceutical branding, to enable you to identify best practices and strengthen your competitive position.
- Learn how corporate brand equity can help to build a clear and consistent brand promise, and ensure customer loyalty and profitability in an increasingly competitive environment.
- Assess actionable recommendations for effective branding strategies across the product lifecycle - for those drugs currently in development and those on the market.
- Develop a coherent and unique emotional positioning for your brand which helps safeguard product value in the face of competitor brands and generics.
- Understand the importance of PR and word-of-mouth communication for maintaining brand credibility through a crisis and ensure that your brand is able to maintain its position in the market.
|
|
|
|
