Pharmaceuticals-Where's the Brand Logic? : Branding Lessons and Strategy

ISBN-13: 9780789032584 / Angielski / Twarda / 2007 / 248 str.

Giles David Moss

Opis

Pharmaceutical companies need to go beyond simply relying on strong sales forces and innovative research and development to succeed. Effective branding strategy is essential. Pharmaceuticals--Where's the Brand Logic?: Branding Lessons and Strategy discusses in detail the application of current consumer branding theory to pharmaceutical marketing. This comprehensive book pulls information from fast moving consumer goods (FMCG) research and brand theory and applies it to the pharmaceutical world. It looks at branding on multiple levels within the pharmaceutical industry, including the industry brand, the corporate brand, the franchise brand, and the global and local product brand. Practical strategies are extensively explained and future challenges facing the pharmaceutical industry are explored, all geared to help any pharmaceutical professional to successfully market his or her brand.

Spis treści

• Foreword (E. M. [Mick] Kolassa)
• Preface
• Chapter 1. Branding History
• The Pharmaceutical Product Attribute Trap
• Products, Not Brands
• Conclusions
• Chapter 2. What Is Branding?
• What Is a Strong Brand?
• Markets That Change
• Classic Brand Management
• Modern Brand Management
• Career Paths in Marketing
• Conclusions
• Chapter 3. Brand Architecture
• Introduction
• Brand Hierarchy
• Other Brand Extension Strategies
• Product Brand Differentiators
• Why Manage a Pharmaceutical Brand Portfolio?
• Providing Focus for Business Development and Alliances
• Conclusions
• Chapter 4. Corporate Brand
• What Does a Corporate Brand Stand For?
• Relevance of a Corporate Brand in Pharmaceuticals
• Leveraging Corporate Brands
• Downside of Corporate Brands
• Conclusions
• Chapter 5. The Franchise Brand
• Pharmaceutical Franchises
• Advantages of Owning a Real Franchise
• Franchise Criteria
• Franchises—An Underused Opportunity?
• Who Should Be Building Franchise Brands?
• Conclusions
• Chapter 6. Developing Brands
• Global Branding
• Are the Driving Forces the Same in Pharmaceuticals?
• Attitudes Toward Global Brands
• Global Brands in Pharmaceuticals
• Direct-to-Consumer Advertising (DTCa)
• The Internet
• Pharmaceutical Branding Complexity
• Conclusions
• Chapter 7. Product Brand Longevity
• Consumer Experience
• Distributor Own Brands and Generics
• Brand Decline
• Conclusions
• Chapter 8. Sustaining a Product Brand Over Time
• Pharmaceutical Brand Life Determinants
• Conclusions
• Chapter 9. The Pharmaceutical Industry Brand
• Why Do People Prefer Tobacco Companies to Pharmaceutical Companies?
• Victims or Creators of Our Own Destiny?
• What the Future Brings
• Moving Forward
• Conclusions
• Chapter 10. The Pharmaceutical Business Model
• The Blockbuster Model: What Have We Learned?
• Blurring Segmentation Between Pharmaceuticals, Biotech, and Generic Models
• Strategy Decisions Taking Decades to Pay Off
• Complexity of Brand Communication Increasing
• The Answer?
• Conclusions
• Notes
• Index

O autorze

Giles David Moss