As governments seek to mitigate the cost of state-subsidised 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 behaviour, 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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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
Front Cover | Copyright | Table of Contents | Excerpt | Index
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
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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1 of 1 people found the following review helpful
By Leonie Baker
Format:Hardcover
This book was informative, clear to understand and pointed the way this industry is heading. A timely read for anyone involved.
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