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1. Introduction
2. Talk outline
3. Consumer branding is another world
4. What do the following brands have in common?
5. US brand leaders in 1925 and 1985
6. FMCG Longevity of brands
7. A little known table
8. Product brands with staying power
9. But this is how we think about it
10. Pharma brands vs. FMCG brands - brand building
11. Differences in attitude to brand building
12. Why the difference?
13. The product attribute trap
14. Brand theory can be confusing
15. Few pharma people really understand the basics
16. Brand identity vs. brand image
17. Fewer understand the latest thinking
18. The neuro-cultural view of brands
19. Brand function hierarchy
20. Operating within changing markets
21. Put simply
22. Brand equity value creation in pharma
23. Future of branding in pharmaceutical industry (1)
24. Brand architecture
25. How does this relate to pharma?
26. Pharmaceutical portfolio's
27. Kapferer theory
28. Kapferer brand architecture theory
29. Pharma equivalents?
30. Pharmaceutical brand strategy hierarchy
31. One additional pharma brand extension strategy
32. Aaker brand driver roles
33. Aaker brand architecture
34. Aaker corporate brand strategy examples
35. What can we learn from the consumer world?
36. What can we learn?
37. Future of branding in pharmaceutical industry (2)
38. Brand management needs to add value
39. The pharmaceutical industry's value curve
40. How does consumer brand management advance?
41. Brand management evolving paradigm
42. What do we need to do?
43. Pharmaceutical brand logic
44. What we need to do - pharmaceutical brand logic
45. Thank you

Topics Covered

• How has consumer branding developed and what are the differences between it and pharmaceutical branding
• Established consumer brand architecture and how to apply it to pharmaceuticals
• Kapferer and Aaker theory and how it can be applied
• The future for branding within pharmaceuticals

Links

Series:

• Pharmaceutical Marketing

Categories:

• Pharmaceutical Sciences

Talk Citation

Moss, G.D. (2009, January 28). The future of branding within the pharmaceutical industry [Video file]. In The Biomedical & Life Sciences Collection, Henry Stewart Talks. Retrieved April 15, 2025, from https://doi.org/10.69645/UJNH8098.
Export Citation (RIS)

Publication History

• Published on January 28, 2009

Financial Disclosures

• Mr. Giles D. Moss has not informed HSTalks of any commercial/financial relationship that it is appropriate to disclose.