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Branding in Pharmaceuticals
1. Branding and its Potential
within the Pharmaceutical
industry
By:-
Sheraz Pervaiz
2. What is a Brand
Theword Brand is derived from
Norse word “ brandr” which
means “to burn.”
3. Definition of a Brand
“Name,term, sign, symbol,or
design, or a combination of
them intended to identify
the goods and services of
one seller or group of
sellers and to
differentiate them from
those of competition”
4. D e f in it io n o f a B r a n d
In es s ence, the key to creating a brand
according to this definition:
Choose a name
Logo, Symbol
Package design
Other differential attributes
* these components are called brand
elements
5. Brand Vs Product
According to Philip Kotler “ a product is
anything that can be offered to a
market for attention, acquisition, use
or consumption that might satisfy a
need or a want.”
6. Eement ofabr nd
l s a
“A brand is a prod uct,then, but one that ad d s
other d im ensions to d ifferentiate it in som e
way from other prod ucts d esigned to satisfy
the sam e need ”
7. Roles that Brands play?
Consumers
•Identification of source of product
•Assignment of responsibility to product maker
•Risk reducer
•Search cost reducer
•Promise , bond, pact with maker of product
•Symbolic device
•Signal of quality
8. The Key to Branding
For branding strategies to be successful,
consumers must be convinced that there
are meaningful differences among brands
in the product or service category.
Consumer must not think that all brands in
the category are the same.
PERCEPTION = VALUE
10. Pharmaceutical Industry
Characteristics
Highly Competitive but Fragmented
industry
Complicated business model with
numerous stakeholders
Very Technical/Scientific products
Major R&D expenditures and High Risk
product development environment
Long Product-Development Timelines
11. Pharmaceutical Industry
Characteristics
Long Marketing-Planning horizons
Highly regulated industry and highly regulated
marketing communications by FDA
Primary targets: Healthcare Professionals and
Consumers
Numerous “customers” with variety of information
needs requires multiple approaches to creating
marketing campaigns and communications
Evolving selling environment
Use of e-channel still in its infancy in our
industry
12. STAGES OF PRODUCT
DEVELOPMENT
Basic Clinical Regulatory Product Postlaunch
Research Studies Approval Launch Marketing
Role of Marketing
• Provide • Recommend • Input on • Finalize • Monitor
background development product strategy performance
on market labeling
• Define product • Finalize pricing • Adjust strategy
and product
profile needs • Recommend and tactics
potential • Finalize
filing strategy
• Define promotion • Sequence
comparators • Define and branding promotion
launch plan
• Define Outcomes • Implement • Manage
Research needs • Develop launch product
positioning campaign life cycle
• Develop market
and branding
• Finalize field
• Develop strategy
sales plans
13. Where industry is moving in the future?
Towards more integrated offerings
Relationship
Fully High Trust
Personalization High Value
Integrated
Information Customization
& Services
Limited
Interactivity
Product Enriched Product
and Medical
Info Education sites
Corporate
Info
Discrete Brochure ware
Sets of
Information
PUSH PULL
Corporate, Customer
Product Focus Focus
15. Brand Management is the HUB of
Pharmaceutical marketing
Market Professional
Research Sales
Business
Marketing Brand Development
Communications Management
Pricing
Analysis
Customer
Marketing Medical
Services
17. Branding in Pharmaceutical
industry:
Pharmaceutical industry takes long-term
brand building very seriously.
This is because of the characteristic of the
industry.
Prescription only medicine sector is
contributing around 90% of global
pharmaceutical revenue.
19. History:
Over 100 years ago, Thomas Beecham
recognized the importance of Branding
his safe and effective laxatives “Beecham
pills”
This started a new trend in the marketing
of medicine attaching a personal
guarantee of the product’s effectiveness.
As knowledge grew and medicine began
to become effective for a whole range of
previously untreatable symptoms and
conditions. So the Pharma Industry
prospered.
20. Why Branding is Important…?
A powerful brand provides a plate form to build a
relationship with customers on an individual
basis.
A powerful brand provides significant
competitive differentiation.
It can cross the boarders of countries and
markets.
It can influence behavior and attitudes.
A powerful brand that which attracts customer
loyalty can provide on of the greatest source of
wealth for a business.
21. Building Brand values:
Heart of all brands lies a set of values.
Values quite simply are beliefs that customers
have about a brand that they find attractive
and which are likely to influence their purchase
decision.
Values can be characterize as
Functional value (what the brand dose for me...? Effective
no side effect etc)
Expressive value (what the brand says about me? Patient
caring etc)
Central value. (what the brand and I share at the functional
level? Low risk in prescribing)
26. Brand Building Strategies:
The classic approach to develop a brand
strategies involve a series of strategies in
which the following are defined.
Brand positioning
Brand personality
Brand Values
Unique values of the brand that support
the values
How the brand appears to its audience?
27. Brand Positioning Basics
“A positioning must be…
One, two or three words, phrases or sentences
about your brand that you want to imprint in the
heads of key stakeholders….
Kevin Clancy, Copernicus
28. Brand Positioning Basics
“So clear, so succinct, and so powerful
that once launched, it begins to move
people toward your new evolving
brand”
Kevin Clancy, Copernicus
29. Brand Positioning Basics
All about identifying the
optimal place of a brand and
its competitors in the
consumer’s mind
Maximizing company Positioning =
potential benefit The Heart Of
Marketing
The compass that guides
Strategy
marketing strategy
30. Brand Positioning Basics
THE POSITIONING
STATEMENT DRAWS ON THE
STRONGEST ASSETS OF THE
BRAND’S EQUITY
Clarifies what brand is all about Positioning =
Uniqueness/Point of Difference The Heart Of
Why consumers should BUY & Marketing
USE (Addresses their needs better Strategy
than competition)
31. Powerful Positionings
Lead to
Powerful Brands
The World's 10 Most Valuable Brands - 2002
VALUE ($billions) Interbrand’s Assessment
1 COCA-COLA 69.6
2 MICROSOFT 64.1
is of Brand Power – the
3 IBM 51.2 fullest possible view of
4 GE 41.3 each brand’s strengths
5 INTEL 30.9 and potential as a
6 NOKIA 30.0
7 DISNEY 29.3
marketing and financial
8 McDONALD'S 26.4 asset.
9 MARLBORO 24.2
10 MERCEDES 21.0
Data: Interbrand Corp., J.P. Morgan Chase & Co /
Business Week AUGUST 5, 2002
32. Brand Personality:
Brand personality build on the emotional
appeal of brand and is the medium
through which these, in advertising or
through visual identity are expressed.
Therefore it is an important differentiating
factor in positioning brands.
Brands can be positioned as masculine
feminine, young or old according to how
advertising or visual identity are used.
33. Brand Value
“There is no value in making
things any more. The value is
added by careful research, by
innovation, and by marketing.”
Phil Knight, founder of Nike
34. Your brand is what you stand for, what you
are known for.
The qualities and attributes that people
think of when they hear the name of the
brand, or see the visual marks of the
brand.
It is these attributes that people speak of
when they talk about "brand personality".
While a brand may have a position in the
market positioning relates more to the
individual products and services.
35. Unique attributes of the brand that
support the values:
What are the functional and emotional
elements of the brands that can support
the brand’s core values.
Where is the proof?
With prescription products their should be
abundant scientific evidence that the claim
made for the product are true.
36. How the brand appears to its
audience?
This is the visual manifestation of the
brand’s role and purpose.
It compromises brands name, packaging
design and advertising.
