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Nine Prescriptions for Brand Health

Date: January 1, 2004

This article appeared in the Spring 2004 issue of Market Leader. Companies in the pharmaceutical industry, like most companies which do not sell direct to the consumer, have a limited understanding of the value of branding. The authors, all with considerable experience of how branding works in different sectors, provide a valuable, well illustrated guide to why branding is essential when growth stalls in the pharmaceutical industry.