Pharmaceuticals-Where's the Brand Logic?: Branding Lessons and Strategy
Author: Giles David Moss
Publisher: CRC Press
Release Date: June 09, 2007
Insights and analysis that challenge current thought on consumer branding theory and strategy
Pharmaceutical companies need to go beyond simply relying on strong sales forces and innovative research and development to succeed. Effective branding strategy is essential. Pharmaceuticals--Where's the Brand Logic? Branding Lessons and Strategy discusses in detail the application of current consumer branding theory to pharmaceutical marketing. This comprehensive book pulls information from fast moving consumer goods (FMCG) research and brand theory and applies it to the pharmaceutical world. It looks at branding on multiple levels within the pharmaceutical industry, including the industry brand, the corporate brand, the franchise brand, and the global and local product brand. Practical strategies are extensively explained and future challenges facing the pharmaceutical industry are explored, all geared to help any pharmaceutical professional to successfully market his or her brand.
Pharmaceuticals--Where's the Brand Logic? Branding Lessons and Strategy may well become a daily reference for anyone in the industry, providing in a single volume a framework for the organization of a brand portfolio for any pharmaceutical company. This unique resource challenges traditional thought about the concept of branding in the pharmaceutical industry, examining several of the most difficult branding theory issues. This helpful guide provides several figures to fully explain data.
Topics in Pharmaceuticals--Where's the Brand Logic? Branding Lessons and Strategy include:
what is branding
how is branding applied to the FMCG and pharmaceutical industries
corporate brands--and how they can be leveraged
franchise branding as a business strategy
developing and sustaining pharmaceutical brands over time
saving the credibility of the pharmaceutical industry
changing the pharmaceutical business model to use branding as a strategic tool
much, much more
Pharmaceuticals--Where's the Brand Logic? Branding Lessons and Strategy provides the information and tools to help gain the competitive edge in a tough marketplace. This is an invaluable resource for anyone in the global pharmaceutical industry, including marketing personnel, senior management, general managers, strategy groups, and training departments.