Brand Champions of Tommorrow (See Figure 1)
Don SextonColumbia Business School (See Figure 2)
Anna Forsythe has written an article that very clearly and very comprehensively describes the issues concerning branding in the pharmaceutical industry. As she recounts, historically pharmaceutical companies have not placed much effort on branding beyond branding of specific products. There are reasons for that past behavior which Anna explains. However, she offers reasons why branding may need to play a larger role in the future of pharmaceutical companies — and the problems that might arise with those branding efforts.
Anna is...