One ofthe major differentiators between FMCG branding and pharmaceutical branding concerns the longevity of the brands over time. Pharmaceutical product brand life cycles are measured in years rather than decades or indeed centuries. As already covered in Chapter 1, there are a significant number of well-known consumer brands that have survived decades in good health. The accompanying Figure 7.1 shows the longevity of some consumer brands; 64 percent of the most known brands in the United States (in 1991) were fifty years old or more, with 10 percent being older than 100 years. This doesn't mean that new brands have not become successfully established in the interim period, but that long life spans are common in the consumer world.