Pharmaceuticals: the new brand arena

Mike Owen and Jon Chandler

This paper looks at the rapidly advancing recognition of the importance of brands within the international pharmaceutical arena.

Brand equity & strength

Pharmaceuticals:

The new brand arena

Jon Chandler

and

Mike OwenContext Research International

The pharmaceuticals arena is often seen as a distinct territory within market research (MR). Within this arena a vast volume and variety of work is...

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