Branding COVID vaccines: A nightmarish journey for branding practitioners?

David Davidovic
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David Davidovic: President, pathForward, USA

Journal of Brand Strategy, 2021, vol. 10, issue 2, 102-108

Abstract: Branding practitioners must be having bad dreams after watching products that are experiencing the highest demand ever, selling billions of units for billions of dollars and that are used by the majority of the world’s population, carry brand identities that were not conceived, researched, tested or, apparently, given even two minutes of consideration. COVID vaccines that have been authorised or approved do not carry anything close to unique, creative, constructed trademarks or brand images. They are known — and very boringly so — for the names of the companies that developed them or are commercialising them or sometimes for the underlying technology, eg ‘mRNA’. This paper reviews some of the dynamics that got us here and discusses possible implications moving forward.

Keywords: branding; brand architecture; marketing; commercialisation; vaccines; COVID; pharmaceuticals (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2021:v:10:i:2:p:102-108

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