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Best Practice Database
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With so much revenue now flowing from emerging markets, global teams within pharmaceutical companies are under pressure to create brand elements for new products that work across geographies and affiliates.
Given the different regulatory and cultural environment in other regions, it is challenging for pharmaceutical companies to create and maintain an efficient global branding program that aligns with the needs of regional affiliates. Best Practices, LLC conducted a study to help marketing leaders better understand how pharma organizations can ensure their global branding programs reflect the needs of affiliates. The study also contains insights around tradename development, including metrics on agency costs for development and testing. There is also a chapter containing narratives from participant interviews on various issues around global branding.
NOTE: Survey responses are segmented on two criteria - Effective Company Segment (branding programs self-rated as effective) and Large Company Segment (revenues > $3 billion).
Biopharmaceutical; Pharmaceutical; Automobile; Consulting; Health Care; Biotech; Clinical Research; Laboratories; Computer Hardware; Research
Alkermes; Allergopharma; Asklepion Pharmaceuticals; LLC; ASMC; Axovant Sciences; Biolink Marketing LLC; Boehringer Ingelheim; Cempra; Everex Pharmaceuticals; EMD Serono; Grifols; HUYA Bioscience International; Inovio Pharmaceuticals; Merck; Pfizer; Sanofi; Teva Pharmaceutical Industries Ltd; Toshiba; UCB Pharma