This document discusses concepts related to branding, including definitions of what a brand is, how brand equity is measured, drivers of brand equity, and how to position and build pharmaceutical brands. It defines a brand as not just a name or logo but also as perceptions, promises, and human associations. Brand equity is the total value consumers associate with a brand based on awareness, loyalty, quality perceptions and other assets. Key aspects of positioning a brand include understanding competitors and developing a clear USP, benefits, and reasons to believe. The document also outlines models for brand value, personality, and purchase decision-making.
9. WHAT IS BRAND EQUALITY?
Brand equity is the sum of total of all different values
that a people attach to the brand name
It is the sum of the brand assets or liabilities linked to
the brand that add or subtract from the brand value
It stressed the importance of the role of the brand in
marketing strategies
It is of stored values that consumers associate with the
product or service
10. DRIVERS OF BRAND EQUITY?
Brand name awareness (share of mind)
Brand loyalty( enduring preference)
Perceived quality ( seen as better)
Brand Associations(celebrities using the brand
Other proprietary Brand Assets(trade mark,
merchandising systems & patents
11. HOW BRAND EQUITY MEASURED?
Research base approach
Purely financially driven evaluation
Financially brand equity is evaluated on the basis of the
how much the brand is likely to earn for the company in
the future
12. HOW TO BRAND PHARMA PRODUCT
Branding is apply through
1. Positioning
2. Laws of branding
3. Behavioral concept
14. ASSOCIATION
Association are the part of the laddering approach that allows
brand managers to determine the power of the benefit the
brand offer
15. BRAND VALUE PYRAMID
Beliefs
&
values
Benefits
Features & attribute
Feature or
Process that must
Be demonstrated
To customer
The functional or emotional
Benefits provided to customer
The emotional, spiritual culture
Values being addressed
16. EXAMPLE OF BRAND VALUE PYRAMID
Value
Benefits
Features & attribute
Augmentin
Contain
clavulanate
Better coverage against
beta-lactamase
producing microbes
Reliable
life in
your
hands
20. DRIVERS OF BRAND PERSONA
Law of name
Law of shape
Law of colors (helps create Brand Persona in Pharma)
21. BRAND PROMISE
Every brand makes promises these
should be relevant, standardized and
not beyond acceptable
22. BRAND PURCHASE MODEL
Why doctor prescribe a brand?
Why do they prescribe a competitive brand?
Why they have not prescribed a certain brand at
all?
23.
24. POSITIONING
Process of creating an image is called positioning
Soul & spirit of branding
Image in the mind of consumer
Finding a space, Hole or Dimension in the mind
Saying Right things to the right person at right time
26. POSITIONING-OUTSIDE IN THINKING
The essence of positioning is to accept the
perception as reality and then restructure those
perceptions to create a desired position
27. POSITIONING
To manipulate what’s already in the mind
To re-tie the connection that already exist
Resolve around central idea i.e BRAND ESSESENCE
28. HOW BRAND ARE POSITIONED
Perception
Differentiation
Competition
Specialization
Simplicity
Leadership
Reality
29. PROCESS OF POSITIONING
Understand the competition
USP
Target market
Brand persona
Brand promise
30. BRAND KEY MODEL
Root Strength
Competitive Environment
Target
Insight
Benefits
Value ,belief & personality
Reason to belief
Discriminators
Essence
33. 5-STEPS OF PERCEPTUAL MAPPING
Define the market
Specify the scope of price
Identify the primary benefit
Survey the perception
Apply regression analysis
34. TOOL FOR PERCEPTUAL MAPPING
Likert scale
Somatic scale
Extremely
Good Quite Slightly Neither Slightly Quite Bad
Expensive Inexpensive
Extremely
40. BENEFITS
Co-prescribe with clopidogrel safely
24 hour acid control
Single dose Solution for heart burn
Upper GI bleeding Blockade
Trusted & effective pain management
Joy of movement
Rapid ,reliable & effective in moderate to severe pain
41. REASON TO BELIEF
Ingredient
Packing
Price
Credibility of the company
42. TRAMAL POSITIONING
Category – centrally acting analgesic
− Tramal 100mg inj, 50 mg cap & 100mg SR
− Tonoflex 100mg inj, 50 mg cap Tonoflex P
− CAMPEX 100MG INJ 50MG CAP
POSITINING STATEMENT
“ The Original Tramadol “
HAS A SYNERY WITH OPIOID & NON- OPIOID ACTIVITY
USP
Equally effective as morphine
Effective & safe in labor pain
preservative free
Effectively controls post op shivering
43. TRAMAL
Benefits :
− Low side effect
−Effective against variety of pain
− Also controls post op shivering
Target market
Anesthesia
Surgery
Gynecology
Orthopedic
Oncologist
Brand Essence ;
“Powerful analgesic on a par with morphine without morphine like side effect”
Reason to believe ;
Time Tested
Original Brand
Searle quality
48. CONDITIONAL BRANDING
Condition branders use “ information “ about medical
condition to forge links between disease and
treatment in the mind of both patients & doctors . If
they have a drug but no condition , they will simple
invent a disease
50. PRODUCT BRANDING
Informs customers about the solutions but no the
problem
Name
Logo
Color
Packing
All branding element
Brand association ( feeling, experience, & image )
51. LAWS OF BRANDING
Name of brand
Small
Pronounceable
Tweaked
Brand Name Strategy
Chemical derived name ( Cipro for ciprofloxacin)
Therapy name ( Arthotec, procardia)
Use or indication (Glucophage , Ventolin Norvasc )
52. LAWS OF BRANDING
Family name or drug class ( Pamisol, Nolvadex)
Corporate name ( Rocephine, baycol &
Sandimmune)
54. Brand is a single idea that you own the mind of a
consumer
A proper noun that can be used in place of a common
noun
Objective is to create in the mind of the prospect the
perception that there is no other product on the
market quite like your product e.g broads spectrum
toothache-Asaid General pain Panadol
55. WHEN LAW OF SINGULARITY NOT FOLLOWS
Loss of singularity weakens the brands
A brand that has lost its life because it lost it
singularity
56. LAW OF CONSISTENCY
Brand not Built overnight, success is measured in
decades, not years
Most frequent violated law
Market may change , brand will not
57. LAW OF QUALITY
Quality is important , but brands are not built a
quality alone
Build a quality in your product
Performance
Features
Reliability
Conformance
Durability
Serviceability
Aesthetics
o Quality is not enough It’s the perception of quality
58. IMPLICATION
Charge the premium price
Give brand rating
Be specialist not general
Narrow focus
Give brand good name
59. LAW OF WORD
A brand should make effort in owning a word in the
prospect’s mind
Your brand owns the category name when people
use your brand name generically like Pandol, Ascard
& flagyl surf
60. LAW OF CATEGORY
Leading brand should promote category , not the
brand e.g Flagyl, Hyderlline ,Candril, Risek Uniferon
Implication;
Create new category
Stand for category
Narrowing the focus
Rightful share of the leading brand is never more than
50%
61. LAW OF CREDENTIAL
Never forget leadership examples
Coke –Visa- Augmentin- Liptor
All are perceived to be a leader in their category
Claim leadership
62. BEHAVIOR CONCEPT
Extrinsic cues more important than intrinsic cues
Oedipus complex
Electra complex
Sublimation
Fetishism
Brand persona
Brand category
Animation/cartoon
Thrillers