The future of branding in the pharmaceutical industry

Tom Harrison
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Tom Harrison: Omnicom

Chapter Chapter 18 in Brand Medicine, 2001, pp 299-302 from Palgrave Macmillan

Abstract: Abstract One could make the argument that pharmaceutical marketers have not produced any brands that occupy a consistent and compelling mindshare over time as consumer marketers have done. There is no pharmaceutical equivalent to Coke, ‘the number one cola’ for decades; to BMW, ‘the ultimate driving machine’; or to Burger King, ‘the best place to get a big burger’.

Keywords: Pharmaceutical Marketer; Brand Communication; Customer Equity; Branding Strategy; Brand Medicine (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-52251-0_19

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DOI: 10.1057/9780230522510_19

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