ABSTRACT
As a pharmaceutical marketing consultant, a large part of the work that I aminvolved in concerns the formulation of strategy for the commercialization ofnew medicines. A key part of the strategy formulation is finding the best fit between the companies’ asset and what the customer ‘really’ wants and/or needs. In the marketing world this is referred to as the ‘brand positioning’ or the ‘brand concept’. Brands like Apple® and Harley Davidson® continue to maintain a very strong bond with their customers – this being because they clearly stand for something that unites people behind them.
