Titlebook: Brand Medicine; The Role of Branding Tom Blackett (deputy chairman),Rebecca Robins (sen Book 2001 Tom Blackett and Rebecca Robins 2001 Adve

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The Rx to OTC switch — creating the climate for changeWordPerfect was the world’s favourite word processing program.

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Successful switch strategiesAs we have turned the comer into the new millennium, we have found famous brands returning to their product roots — a timely reminder that a successful brand was, and is, simply a very relevant product idea, well executed.

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Branding and its potential within the pharmaceutical industryelopment of trade, buyers would use brands as a means of distinguishing between the cattle of one farmer and another, and brands quickly became associated with quality and reliability. Thus brands provided buyers with a guide to choice, a role that has remained unchanged to the present day.

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The valuation of pharmaceutical brandsSuch businesses have in the past amply repaid their investors, reflected in increased profits, dividends and share prices. The industry has relied for these profits on the ability of drug companies to pass on rising drug costs to the consumer in higher prices. This ability to charge high prices arises from the economic peculiarity of the industry.

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Brand packaging designn functional rather than decorative, and limited to the communication of essential information. But with the increase in brands moving from Rx to OTC, the design of brand packaging will take on a new importance.

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https://doi.org/10.1007/978-3-662-54234-7Such businesses have in the past amply repaid their investors, reflected in increased profits, dividends and share prices. The industry has relied for these profits on the ability of drug companies to pass on rising drug costs to the consumer in higher prices. This ability to charge high prices aris