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Pharmaceuticals-Where's the Brand Logic? - Branding Lessons and Strategy (Hardcover)
Loot Price: R4,446
Discovery Miles 44 460
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Pharmaceuticals-Where's the Brand Logic? - Branding Lessons and Strategy (Hardcover)
Expected to ship within 12 - 17 working days
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Total price: R4,466
Discovery Miles: 44 660
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Insights and analysis that challenge current thought on consumer
branding theory and strategy Pharmaceutical companies need to go
beyond simply relying on strong sales forces and innovative
research and development to succeed. Effective branding strategy is
essential. PharmaceuticalsWhere'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. PharmaceuticalsWhere's the Brand Logic?:
Branding Lessons and Strategy may well become a daily reference for
anyone in the industry, providing in a single volume a framework
for the organization of a brand portfolio for any pharmaceutical
company. This unique resource challenges traditional thought about
the concept of branding in the pharmaceutical industry, examining
several of the most difficult branding theory issues. This helpful
guide provides several figures to fully explain data. Topics in
PharmaceuticalsWhere's the Brand Logic?: Branding Lessons and
Strategy include: what is branding how is branding applied to the
FMCG and pharmaceutical industries corporate brandsand how they can
be leveraged franchise branding as a business strategy developing
and sustaining pharmaceutical brands over time saving the
credibility of the pharmaceutical industry changing the
pharmaceutical business model to use branding as a strategic tool
much, much more PharmaceuticalsWhere's the Brand Logic?: Branding
Lessons and Strategy provides the information and tools to help
gain the competitive edge in a tough marketplace. This is an
invaluable resource for anyone in the global pharmaceutical
industry, including marketing personnel, senior management, general
managers, strategy groups, and training departments.
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