Insights and analysis that challenge current thought on consumer branding theory and strategy

Pharmaceutical companies need to go beyond simply relying on strong sales forces and innovative research and development to succeed. Effective branding strategy is essential. Pharmaceuticals—Where’s the Brand Logic?: Branding Le

chapter |18 pages

Branding History

chapter |16 pages

What Is Branding?

chapter |38 pages

Brand Architecture

chapter |18 pages

Corporate Brand

chapter |14 pages

The Franchise Brand

chapter |20 pages

Developing Brands

chapter |10 pages

Product Brand Longevity

chapter |36 pages

Sustaining a Product Brand Over Time

chapter |16 pages

The Pharmaceutical Industry Brand

chapter |16 pages

The Pharmaceutical Business M