How different are branding strategies in the pharmaceutical industry and the fast-moving consumer goods sector?

Schuiling, Isabelle; Moss, Giles

doi:10.1057/palgrave.bm.2540182

Cited by 30 publications

(51 citation statements)

References 8 publications

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“…The pharmaceutical industry has traditionally invested highly in the relationship between the firm and doctors through powerful sales forces. 83 However, changes in the macro environment (legislation, increasing generic competition, slower product innovation) may force the industry to reassess the value relationship in favour of adopting branding strategies that appeal to a broader range of stakeholders, including end-users. It is clear that the importance of these relationships varies over; the model in figure 1 presents a snapshot view at a given point in time.…”

Section: Stakeholder Prioritisationmentioning

confidence: 99%

Finding sources of brand value: Developing a stakeholder model of brand equity

2005

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This article reflects the current interest in brand research towards studying non-consumer relations and their role in brand value creation. It presents a model of stakeholder equities as a tool for brand managers to assess the value of multiple stakeholders in relation to the brand. A stakeholder brand value model is then developed to strengthen understanding of the sources of brand value. It is argued that brand value is co-created through interaction with multiple strategic stakeholders. Considerations for brand mangers and suggestions for future research are presented.

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Section: Stakeholder Prioritisationmentioning

confidence: 99%

Finding sources of brand value: Developing a stakeholder model of brand equity

2005

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“…Schuiling and Moss also described a brand as "a name that will register the product in the consumers mind as a set of tangible and intangible benefits." 3 …”

Section: What Is Brand and Branding?mentioning

confidence: 99%

“…A strong brand creates high consumer loyalty and can influence the behaviour and attitude of patients and healthcare professionals directly 3,26 .…”

Section: How Can a Successful Pharmaceutical Brand Be Built?mentioning

confidence: 99%

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Branding of prescription and non-prescription drugs

Memişoğlu¹

2018

actapharm

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“…According to Schuiling and Moss (2004), a brand is a name that will register the product in the consumers mind as a set of tangible and intangible benefits. As a marketing tool, branding is not just a case of placing a symbol or name onto products to identify the manufacturer, a brand is a set of attributes that have a meaning, an image and produce associations with the product when a person is considering that brand (Pickton and Broderick, 2005).…”

Section: Introductionmentioning

confidence: 99%

Assessing the role of branding in the marketing of pharmaceutical products in Ghana: A case of three pharmaceutical companies

Anabila¹,

Awunyo‐Vitor²

2014

Afr. J. Bus. Manage.

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The importance of branding as a tool for differentiation in the highly competitive pharmaceutical industry in Ghana has come to the fore due to competition and the influx of fake drugs. The purpose of this study was to assess the perception of managers about the strategic role branding plays in the marketing of pharmaceutical products in Ghana. Sixty respondents were sampled from three pharmaceutical companies. A structured questionnaire was used to collect data from respondents. Data was analysed using descriptive and inferential statistic using Statistical Package for the Social Sciences (SPSS) software. The findings of the study indicate respondents perceive that branding plays a significant role in the sale of pharmaceutical products, helps consumers to easily identify with the brand and helps pharmaceutical companies in communicating tangible differences of their brands to differentiate them from competing brands. The study further revealed that there exists a significant relationship between perceived roles of branding and marketing of pharmaceutical products. Finally, the study clearly shows that the major challenge confronting pharmaceutical companies in Ghana is the sale of imitated pharmaceutical products on the market. The study recommends that management of pharmaceutical companies seek government support in terms of stricter enforcement of laws governing imitation of pharmaceutical products and also improve upon their quality and packaging.

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How different are branding strategies in the pharmaceutical industry and the fast-moving consumer goods sector?

Cited by 30 publications

References 8 publications

Finding sources of brand value: Developing a stakeholder model of brand equity

Finding sources of brand value: Developing a stakeholder model of brand equity

Branding of prescription and non-prescription drugs

Assessing the role of branding in the marketing of pharmaceutical products in Ghana: A case of three pharmaceutical companies

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