How Different Are Branding Strategies in the Pharmaceutical Industry Versus Fast Moving Consumer Goods?

Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering

Corporate brands can increase the company’s visibility, recognition and reputation in ways. The brands add economic value to the variety of products and services. When the brand works, it expresses the values and sources of desire that attract customers. The followed charts have fully demonstrated this point.

IND application submitted with pre-clinical safety data of pharmacology and toxicology study gathered during a clinical trial in an animal, drug composition, information of manufacturers, stability of the drug, and controls utilized to process the drug, a constant supply of batches, a copy of clinical protocols which has been permitted by the Institutional Review Board (IRB), and s information regarding investigators who is conducting the clinical trials (Manuts, 2008). Good clinical practices (GCPs) are followed in all phases of clinical trials conducted in human by law of the human subject protection (HSP) stated in the CFR 45, Part 46. The FDA website, the Clinical Trials.gov offers to register the clinical

The United States Pharmacopoeia (USP) was established to set the standards for the manufacture, nomenclature, indications, and chemical characteristics of drugs and continues to do so today. In 1938, the Pure Food and Drug Act created the FDA, to ensure the, “safety, efficacy, and appropriate labeling and advertising of pharmaceutical products before approving them for sale” (Blum, 2002). Prescription drugs are developed and both pre-clinical and

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

Brand as defined by Richard Thomas is the concept involving a name, symbol, or other identifier used to identify a seller’s goods and/or services and differentiate them from similar goods and/or services offered by competitors (Thomas 265). With the continuous growing competition amongst healthcare in today’s society, many healthcare services have turned to branding, creating a brand for a company, service, or product, in strategic that aim at establishing themselves as the brand leader in healthcare. Located throughout the region of New Jersey and Eastern Pennsylvania there are several healthcare agencies fighting for this spot but there is one that stick out amongst the rest, Capital Health. With two main hospitals and several primary care clinics located throughout the region, Capital Health has established themselves as the leading healthcare agency by effortlessly exemplifying factors that in my opinion, classify them through brand leadership. But what dictates these factors? In the following paragraphs, I will work to provide my found knowledge on brand leadership, discussing the key criteria that have established Capital Health as a brand leader, while justifying my selection of the institution’s classification as the brand leader.

The practice of co-branding is a relatively new technique utilized in the health care industry, which applies when one organization markets its name alongside another brand name. In this example of co-branding, the government of Vietnam wants to create an affiliation with Stanford Medical Center and its major national hospital in Saigon. This venture would include sending clinicians over to Vietnam to monitor, train and help and monitor its quality programs. In this situation, the Vietnamese hospital is looking to gain benefit from the Stanford Medical Center in what can be termed the “halo of affection” that belongs belong to the well-know and well-respected academic medical center. The Stanford Medical Center brand managers should be

At this point the drug has two names a generic name and a brand name.

Branding is critical to a successful new product launch because brands better allow a customer to identify a firm and judge the product’s quality. Brands benefit the firm in that they secure competitive advantage, allow for a price premium over competitors and create strong brand loyalty (module 7A). All of these factors are critical to a product’s final identity and the connections that consumers will associate with it. Consumers also tend to associate an added benefit with successful brands. This is known as brand equity (module 7A). Svedka had established their brand identity early on. They wanted to be known as high quality vodka at a relatively inexpensive cost.

Branding is a tool to make the goods of one producer different from another producer (Keller, 2003). Carroll (2008) asserts that branding is a sign of quality, and it is helpful to increase

Purpose – The objective of the paper is to provide an understanding of how large organisations develop line extensions of their brands and to present

While recent advancements in modern medicine have turned it into a field of competition between generic and name-brand drugs, these drugs show very slight differences in ability while they have a large difference in price. The FDA is in charge of overseeing the creation of these generic and name brand drugs. Too much diversity in their results is unacceptable to FDA so they keep a close watch on the makeup and effectiveness of the drugs and how they impact the human body. Along with the differences in their chemical makeups shown by the results of each drug there are the social issues that accompany the name-brand and marketed drugs vs. the generic drugs which are never advertised and only sold. The idea that and almost identical product

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.

Anabila, P. & Awunyo-Vitor, D. (2014). Assessing the role of branding in the marketing of pharmaceutical products in Ghana: A case of three pharmaceutical companies. African journal of business management. vol 8(13): 502-510: doi: 10.5897/AJBM2013.7297