As governments seek to mitigate the cost of state-subsidized healthcare, branding in the pharmaceutical industry has become a critical issue. Drugs companies must change their methods of communication and distribution--focusing more on their direct relationship with the consumer. This requires fundamental changes in consumer behavior, access to information, freedom of choice, and value for money. Brands and brand values will play a leading role in this process, as has been seen with products such as Prozac and Viagra. This book by Interbrand Newell and Sorrell, the world's leading branding consultancy, provides cutting-edge thinking on this area and lessons for anyone involved in brand development and management.
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About the Author
Tom Blackett is Group Deputy Chairman of Interbrand. He is the author of, Trademarks and the co-author of, Co-Branding, both published by Palgrave.
Rebecca Robins is a Senior Consultant of Interbrand Healthcare in New York. Prior to joining the New York office, she worked in the London office of Interbrand for four years.
Rebecca Robins is a Senior Consultant of Interbrand Healthcare in New York. Prior to joining the New York office, she worked in the London office of Interbrand for four years.
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Inside This Book
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First Sentence:
The word brand comes from the Old Norse brandr, meaning 'to burn', and it was by this means that early man stamped ownership on his livestock. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
multiple trade marks, trade mark requirement, full availability searches, name development process, alternative medicine products, pharmaceutical brand names, brand earnings, conflicting mark, pharmaceutical brands, trade mark registers, pharmaceutical packages, trade mark application, cancellation action, pharmaceutical marketers, centralized procedure, patent expiry, trade mark rights, global mark, elderly consumers, trade mark laws, tiger balm, proposed mark, parallel importation, branded drugs, leading pharmaceutical companies Key Phrases - Capitalized Phrases (CAPs): (learn more)
Red Bull, European Commission, Voltaren Emulgel, Department of Health, Paris Convention, Glaxo Wellcome, New Zealand, European Union, Examining Attorney, Journal of the American Medical Association, Merck Sharp, Czech Republic, Drug Facts, Latin America, Eli Lilly, New York Times, Nicholas Hall, Novartis Consumer Health, World Health Organization, Alan Milburn, Aviva Life Foods, Bob Dole, European Herbal Practitioners Association, Haw Par Healthcare, Health Online New!
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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
The word brand comes from the Old Norse brandr, meaning 'to burn', and it was by this means that early man stamped ownership on his livestock. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
multiple trade marks, trade mark requirement, full availability searches, name development process, alternative medicine products, pharmaceutical brand names, brand earnings, conflicting mark, pharmaceutical brands, trade mark registers, pharmaceutical packages, trade mark application, cancellation action, pharmaceutical marketers, centralized procedure, patent expiry, trade mark rights, global mark, elderly consumers, trade mark laws, tiger balm, proposed mark, parallel importation, branded drugs, leading pharmaceutical companies Key Phrases - Capitalized Phrases (CAPs): (learn more)
Red Bull, European Commission, Voltaren Emulgel, Department of Health, Paris Convention, Glaxo Wellcome, New Zealand, European Union, Examining Attorney, Journal of the American Medical Association, Merck Sharp, Czech Republic, Drug Facts, Latin America, Eli Lilly, New York Times, Nicholas Hall, Novartis Consumer Health, World Health Organization, Alan Milburn, Aviva Life Foods, Bob Dole, European Herbal Practitioners Association, Haw Par Healthcare, Health Online New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 12
books:
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1
book
cites this book:
- Positioning: The Battle for Your Mind by Al Ries on page 129, and page 132
- New England Journal of Medicine (5 Year Cumulative Index 1984-1988) by Marcia Angell on page 295
- Spontaneous Healing by Andrew Weil on page 289
- Co-Branding: The Science of Alliance by Tom Blackett in Front Matter
- American Civil War (Praeger Illustrated Military History) by Angus Konstam on page 60
See all 12 books this book cites
- Intangible Assets: Valuation and Economic Benefit by Jeffrey Cohen in Back Matter (1), Back Matter (2), and Back Matter (3)
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