How different are branding strategies in the pharmaceutical industry versus fast mmoving consumer goods ?
(2003) , 37 pages
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Details
- Authors
- Abstract
- The objective of this paper is to analyse the branding strategies used currently in the pharmaceutical industry and compare it to the best practices in Fast Moving Consumer goods. First the authors review the differences in the way branding is defined and organised in pharmaceuticals versus FMCG and identify why branding could be leveraged in the pharmaceutical industry to help it return to strong growth in the future. Second, the authors analyse in detail what branding strategies are currently used within pharmaceuticals and FMCG. The choice of brand names strategies, the level of brand globalisation, the use of brand extension and co-branding as well the situation of brand portfolio management are compared. Based on this benchmarking, the authors offer recommendations to guide future branding development successfully in the pharmaceutical industry.
- Affiliations
Louvain School of Management Marketing
Citations
Schuiling, I., & Moss, G. (2003). How different are branding strategies in the pharmaceutical industry versus fast mmoving consumer goods ? (IAG - LSM Working Papers 03/101). https://hdl.handle.net/2078.5/250788