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Best Practice Database
Brand Management and Product Leadership » Branding and Identity
Single User: Authorizes use by the person who places the order or for whom the order was placed.
Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.
Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.
Pharmaceutical; Biotech; Medical Device; Manufacturing; Consumer Products; Diagnostic; Health Care
Abbott Laboratories; Sanofi-aventis; Amgen; AstraZeneca; Baxter Healthcare; Bayer; Biogen; Boehringer Ingelheim; Johnson & Johnson; Pfizer; Roche; UCB Pharma; GlaxoSmithKline
This document was created from a Best Practices, LLC's Research and Consulting project for a client. Best Practices, LLC surveyed 14 companies and interviewed six executives with titles that include vice president, directors of marketing, sales manager and product/brand manager to capture their perspectives on what made their brands a hit.
Sample Key Findings
Keys to keeping brands on top is a fairly even mix of clinical differentiation, marketing differentiation and sales force effectiveness.