Pharmaceutical Branding Strategies: Thought Leader Perspectives On Brand Building

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Book Description:
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.

Book Info:
Published in 2006
Published by Business Insights

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