1. Branding significance for
Pharmaceuticals
Rajesh Kumar Yadav

2. Background
• Earlier the land and manufacturing plants were providing the
main value to the pharmaceutical business
• Today the brand equities are adding value
• Doctors acts as Brand Ambassadors
• Companies not only rely on strong R&D, aggressive defense of
patents and use of powerful sales force

3. Branding
• Important way to create awareness about potential benefits
of drugs and medicines
• Differentiates products from competitors with both tangible
and intangible benefits.
• Brands help businesses stand out from the crowd
• Also an emotional connect with the target audience
• Brands need to be protected and live longer in the market in
the best interests of company

4. Current scenario
• Competitive environment has become more intense
• Need to differentiate a product from competition and
establish a positive image of the drug and the company in the
eyes of the customer
• Branding can be a new competitive advantage
• Companies are spending more money and effort on brand
building
• Corex and other brands from Pfizer make Pfizer valuable

5. Disprin (Aspirin) and Disprin
(Paracetamol)
• Shows the way forward for pharma companies in brand
management
• Brands evolve with times, ensuring relevance to the target
audience
• Brands should extend to various types of dosage formulations
to ensure the brand is still exciting and relevant.

6. Brand acquisitions
• Reveals importance of branding in the pharma industry
• Piramal Healthcare Ltd acquired ‘i-pill’ brand of Cipla Ltd for
an aggregate sum of Rs 950 million.

7. For non prescription products
• Brand names plays a significant role
• Direct to consumer advertisement is essential
• Consumer health/OTC market is the third most lucrative
healthcare sector after pharma and medical
devices/diagnostics.

8. Branded Generics
• Companies working aggressively around patents to launch
branded generics
• Giving option between premium branded and generic drugs
• Older brands have created a strong equity ( eg.
Corex, Voveran, Augmentin, Revital ,etc.
• Aspirin 100 years old still enjoying sales

9. Conclusion
• Brand building of an new medicine during patent
period helps to prolongs its commercial life
• A strong brand will benefit from higher consumer
loyalty
• Increase OTC market, Branded generics and intense
competition provide new dimension to Pharma
branding
• Positioning is the first step to good branding
• Corporate branding is often more effective than
product branding (The Himalaya Drug company)