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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R. T. Pardasani,P. Pardasani,A. Gupta patients or prospects to justify mass consumer spending over and above professional promotion. Those mass brands, in broad-reaching chronic care categories such as allergy, cardiology and metabolics as well as quality of life categories such as hair loss, developed an expertise in reaching and moti

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https://doi.org/10.1007/978-3-662-54234-7e and wealth creation of an Rx brand. In the course of this chapter, I will set out to establish why the brand name is such a critical part of the branding mix and will look at the legal, linguistic and regulatory issues that need to be considered when developing a brand name for a new drug. I will

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https://doi.org/10.1007/978-3-662-54234-7n countries. Responding to the needs of the ageing population, and taking advantage of the advanced art of computer technology, sophisticated research by pharmaceutical companies is producing an ever greater number of medicinal products packaged to provide everything from manufacturing efficiencies

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Introductionrom brands. In most other industries, manufacturers, suppliers of services and retailers use branding techniques to help secure competitive advantage. Indeed, increasingly these days, it is the brand which provides the sole means of differentiation, as . magazine famously said:.What . is asserting i

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