How Different Are Branding Strategies in the Pharmaceutical Industry Versus Fast Moving Consumer Goods?

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HOW DIFFERENT ARE BRANDING STRATEGIES IN THE PHARMACEUTICAL INDUSTRY VERSUS FAST MOVING CONSUMER GOODS?

Abstract

The objective of this paper is to analyse the branding strategies used currently in the pharmaceutical industry and compare it to the best practices in Fast Moving Consumer goods. First the authors review the differences in the way branding is defined and organised in

pharmaceuticals versus FMCG and identify why branding could be leveraged in the pharmaceutical industry to help it return to strong growth in the future. Second, the authors analyse in detail what branding The

strategies are currently used within pharmaceuticals and FMCG.

choice of brand names strategies, the level of brand globalisation, the use of brand extension and co-branding as well the situation of brand portfolio management are compared. Based on this benchmarking, the authors offer recommendations to guide future branding development successfully in the pharmaceutical industry.

1

AUTHORS

Isabelle Schuiling is Professor at the University of Louvain School of Management in

Belgium. Prior to her academic experience, she was a former Marketing Director Europe and Belgium at Procter and Gamble. Her research Isabelle

interests are related to branding and international marketing.

holds a PHD from the University of Louvain and an MBA from the University of Chicago.

Giles Moss is Regional General Manager of S.E. Asia, Australia and New Zealand at UCB Pharma and has held varied sales and marketing positions at both an affiliate and global level in companies such as BMS, SmithKline Beecham and UCB. Giles is a pharmacist, holds an MBA from Henley and has an interest in brands.

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Introduction

The pharmaceutical industry has come relatively late to branding. During the 1980’s and 1990’s the pharmaceutical industry has enjoyed success over an extended period of time, achieving relatively easy double digit growth on a consistent basis. By in large

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