ABSTRACT
Part One sets out to provide guidance on how to develop a brand plan for a new product. That is, a plan for a product which is either pre-product decision or the plan that is required immediately after this event to provide direction for the clinical trial programme(s). It assumes that a brand strategy needs to be formulated in order to provide direction for the clinical trials and other strategic activities. Given that at this stage in the product’s development it is impossible to state with any degree of certainty what can and cannot be claimed, the only certainty you are working with is that of the market and the customer – another argument why ‘customer insight’ plays such a critical role in the development of this initial thinking around brand strategy and the brand plan.
