Research And Markets Research And Markets
0 CHECKOUT

Medical Device Branding - Building Identity and Equity

  • ID: 45570
  • December 2003
  • HBS Medical Limited
1 of 3

This latest strategic publication "Medical Device Branding - Building Identity and Equity" provides:

- An analysis of the benefits and advantages various branding strategies can offer.

- The mechanisms and models that can be employed to create a strong brand for the medical device industry.

- Case studies reviewing branding experiences of companies within the medical device and diagnostic sectors.

- Strategies for building and leveraging brand value.

The report is an invaluable resource illustrating - as it does with regularity throughout - how not only the major medical device manufacturers but also middle-tier and smaller players manage their brand strategy to garner positive competitive advantage.

Strategy review, "Medical Device Branding - Building Identity and Equity", will be of particular value to business development, marketing and top-line corporate personnel as well as to all involved in brand development and management.

In the late 19th and early 20th Centuries a brand was frequently little more than the name that was attached to a product. The brand would normally consist of the name of the company and a descriptive name for the device. Such an example was the Rorstrand Inhaler introduced in 1874. This device was a ceramic READ MORE >

Note: Product cover images may vary from those shown
2 of 3

1. EXECUTIVE SUMMARY 5

1.1.1 Medical device branding and marketing strategies 9
1.2 Issues affecting the success of a global brand 11
1.3 Executing brand strategy to maximise ROI 12

2. INTRODUCTION 14

2.1 What are the origins of branding? 14
2.2 Branding history of the medical device sector 14
2.2.1 The continued evolution of branding and its components 14
2.3 The target audience 15

3. WHAT’S IN A NAME? 16

3.1 Market differentiation 16
3.1.1 Corporate differentiation – making your company stand out from the crowd 16
3.1.2 Product differentiation 19
3.1.3 Differentiation conclusions 21
3.2 Customer awareness 22
3.2.1 Creating customer awareness 23
3.2.1 Brand equity 25
3.3 Corporate motivation 26
3.4 Product and corporate protection 27
3.5 Competition awareness (partnerships and alliances) 28

4. BRANDING ARCHITECTURE 30

4.1 What is branding architecture? 30
4.2 Branding architecture approaches 32
4.2.1 Product branding 32
4.2.3 Range branding 35
4.2.5 Shared branding 37
4.2.6 Endorsed branding 38
4.2.7 Corporate branding 38
4.2.8 Sub-brands 39
4.2.9 Brand architecture construction 39

5. MEDICAL DEVICE BRANDING AND MARKETING STRATEGIES 41

5.1 The Ansoff matrix 43
5.2 The Boston matrix 44
5.3 Directional policy matrix 47

6. ISSUES AFFECTING THE SUCCESS OF A GLOBAL BRAND 50

6.1.1 The brand logo 51
6.1.2 Brand inheritance 54
6.2 Promotion of a brand name 56
6.2.1 Brand promotion through clinical trials 56
6.2.2 Direct to patient promotion 58
6.3 Customer pressure and loyalty 60
6.3.1 Customer pressure 60
6.3.2 Customer loyalty 61
6.5 Pricing 68

7 POTENTIAL RETURNS OF BRANDING 70

7.1 Returns on investment 70
7.2 Impact of global branding on shareholder value 76

8. COMPANY EXAMPLES 82

8.1 Ethicon 82
8.1.1 Background 82
8.1.2 Finances 82
8.1.3 Branding structure. 84
8.1.4 Branding opinion 87
8.2 GE Medical Systems 89
8.2.1 Background 89
8.2.2 Finances 89
8.2.3 Branding structure. 90
8.2.4 Branding opinion 92
8.3 Guidant 92
8.3.1 Background 92
8.3.2 Finances 93
8.3.3 Branding structure. 94
8.3.4 Branding opinion 95
8.4 Medtronic 97
8.4.1 Background 97
8.4.2 Finances 97
8.4.3 Branding structure. 99
8.4.4 Branding opinion 101
8.5 Micro Medical 102
8.5.1 Background 102
8.5.2 Finances 102
8.5.3 Branding structure. 103
8.5.4 Branding opinion 103
8.6 Mallinckrodt imaging 105
8.6.1 Background 105
8.6.2 Finances 105
8.6.3 Branding structure. 107
8.6.4 Branding opinion 108
8.7 Roche Diagnostics 110
8.7.1 Background 110
8.7.2 Finances 110
8.7.3 Branding structure. 111
8.7.4 Branding opinion 113

Note: Product cover images may vary from those shown
3 of 3
Note: Product cover images may vary from those shown

RELATED PRODUCTS from Db