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As governments seek to mitigate the cost of state-subsidized healthcare, branding in the pharmaceutical industry has become a critical issue. Drugs companies must change their methods of communication and distribution--focusing more on their direct relationship with the consumer. This requires fundamental changes in consumer behavior, access to information, freedom of choice, and value for money. Brands and brand values will play a leading role in this process, as has been seen with products such as Prozac and Viagra. This book by Interbrand Newell and Sorrell, the world's leading branding consultancy, provides cutting-edge thinking on this area and lessons for anyone involved in brand development and management.
The strategic management and development of brands continues to
grow in importance for most businesses and the last decade has seen
more and more brand owners turning to co-branding as a way of
adding further value to their brand assets. The synergy that can be
created by two well-matched brands working together in harmony can
be considerable and enhance both profitability and the valuation of
the brand for both parties. However, the challenges presented by
co-branding are considerable, getting the strategy right for a
single brand is hard enough, but once two brands are brought
together the challenges increase considerably. The brand
personalities must be complementary. This is the first book to
explore this important area.
As governments seek to mitigate the cost of state-subsidised
healthcare, branding in the pharmaceutical industry has become a
critical issue. Drugs companies must change their methods of
communication and distribution - focusing more on their direct
relationship with the consumer. This requires fundamental changes
in consumer behaviour, access to information, freedom of choice and
value for money. Brands and brand values will play a leading role
in this process, as has been seen with products such as Prozac and
Viagra. This book by Interbrand Newell and Sorrell, the world's
leading branding consultancy, provides cutting edge thinking on
this area and lessons for anyone involved in brand development and
management.
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