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The growth of the biopharmaceutical global marketplace has increased the importance of the global branding process for new products. Faced with a diversity of markets around the world, global teams are under pressure to create brand elements that work across geographies and channels. Global companies, in particular, face the challenge of creating a global branding process that ensures alignment with affiliates on key branding elements such as positioning and messages.
Best Practices, LLC completed this research study to help brand leaders and executives in global marketing better understand what brand elements should be part of a global branding program, when key brand activities should be started and completed in the development cycle and the cost of positioning and message development. This study provides key global branding benchmarks that will allow brand leaders to compare their global branding program with industry peers.
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