Friday, July 30, 2010

BRANDING IS POSITIONING...

This article by U NARAYANADAS on branding in the pharmaceutical industry, the third in a series of four appeared in Express Pharma Pulse of February 03, 2005

One of the chapter headings in an interesting book called FORENSIC MARKETING is ‘Interrogate a brand till it confesses its strengths’! Should it not spur us to think, asks U NARAYANA DAS

Saturday, July 3, 2010

BRANDING BEGINS WITH A NAME!


This article by U NARAYANADAS on branding in the pharmaceutical industry, the second in a series of four appeared in Express Pharma Pulse of December 23, 2004 

A ‘Brand’ is considered to be a mixture of attributes some tangible, others intangible. All these attributes are condensed into and expressed in a trademark that differentiates it from others and is expected to create value and influence (buying) behaviour.

The perceived value of a brand depends on the viewer’s perspective: for the marketer a promise; for the consumer the delivery of that promise; for the business the security of earning profits; legally an intellectual property.