Branding in the Pharmaceutical Industry

Andy Milligan
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Andy Milligan: Interbrand

Chapter Chapter 17 in Brands, 1998, pp 176-183 from Palgrave Macmillan

Abstract: Abstract Branding as we understand it in the fields of fast-moving consumer goods and services has rarely been welcomed or much used in the pharmaceuticals industry. A new drug would be given a name and packaging, but historically there have been few if any genuine pharmaceutical brands.

Keywords: Pharmaceutical Industry; Trade Mark; Pharmaceutical Market; Brand Identity; Patent Life (search for similar items in EconPapers)
Date: 1998
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DOI: 10.1007/978-1-349-26070-6_17

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