Branding in the Pharmaceutical industry

SHAILESHKUMAR JOGANI

Diplomová práce

Abstract:

The branding is the element use to distinguish one product or brand to other product or brand from different producer. From many decades, in consumer goods industry, companies have used different branding techniques to differentiate their brand from competitors and to achieve competitive advantage. While, in the pharmaceutical industry branding process came late. During the 1980s and 1990s by traditional method of marketing the pharmaceutical industry was achieving double digit growth on a consistent basis. As the time lapse the easy growth environment change and growth has been going slowing down and company have been searching and trying to innovative ways to maintain the growth. From, past few years the pharmaceutical industry faces too much challenges from the generic medicine industry, pressure from the regulatory as well as from the me-too or following product competition to survive for long-term. Due to profound change in the pharmaceutical industry, pharmaceutical companies must adopt new way of marketing and branding strategies then they had in the past. The pharmaceutical branding is an important way to create awareness amongst the potential customers about benefits and advantage of drugs and medicines. It is essential to understand brand equity in order to fully understand the branding in the pharmaceutical. Brand equity is an expression of present and future value of brand in terms of its business potential.While the core principles and strategies for communicate, the pharmaceutical brand are same for any brand, there are some difference for the medical brand, as the pharmaceutical industry is highly regulated and differences in regulations and marketing of the pharmaceutical brand.

Keywords

Pharmaceutical Branding, Branding Strategy, Business Model

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 27. 3. 2017

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics Policy and Administration / Business Administration