Assessing corporate brands and product brands in pharmaceuticals

The pharmaceutical industry follows a model where product brands stand alone and the company is not strongly linked to any specific prescription brand.

assessing corporate brands and product brands in pharmaceuticals

A quick look to bridge to true insight

Angelina Dolan Alice Neal Nicole Liptrot andSally GrahamAdelphi International Research

Background to Brand Model

It has long been accepted that a strong brand image adds value to a product, and in an increasingly crowded pharmaceutical market this is ever more important in the successful marketing of arguably less differentiated products. Different models exist for brand strategy. In the simplest sense there are two models. One is the 'Company is the Brand', where products only exist because of the company...

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