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...