Best Practices in Global Branding for New Products: Alignment with Affiliates, Tradename Development and Participant Narratives

STUDY OVERVIEW

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).

KEY TOPICS

• Global Branding Alignment with Affiliates
• Tradename Process
• Executive Interview Narratives

• Delivery Format of Global Brand Elements to Affiliates
• Delivery Timing of Globally Led New Product Branding Elements to Affiliates
• Distribution Method of Branding Elements to Affiliates
• Ability of Affiliates to Alter Global Brand Elements
• Affiliates Involvement in Global Branding Process
• Senior Leadership Sign-Off of Global Branding Elements
• Ensuring Brand Team Adherence to Global Branding Plan
• Characteristics of Global Branding Process
• Use of External Agencies for Tradenames
• Testing Requirements for Tradename
• When do Participants First Use Their Tradename?
• Identification and Registration of Back-Up Tradenames
• Budget for Tradename Generation and Tradename Testing
• Best Practices/Lessons Learned for Trademark Identification
• Successful Global Branding Program

• Majority Require Global Approval for Affiliate Revisions of Positioning and Messaging: Sixty-seven percent (67%) of the companies in this study require approval from global for affiliates to alter global positioning or messages.
  
• No Alteration Allowed: Alteration of positioning is not allowed by 17% of participants, and alteration of messages is not allowed by 11%.

Industries Profiled:
Biopharmaceutical; Pharmaceutical; Automobile; Consulting; Health Care; Biotech; Clinical Research; Laboratories; Computer Hardware; Research


Companies Profiled:
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

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.