Letter from the Editor


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Every company has a brand, regardless of whether it works to build that brand.  But, how a company builds that brand will determine the value generated from its efforts.
According experts at CoreBrand, companies that build the brand consciously and carefully can create significant value for the brand as it relates to market capital. Using a statistical model, CoreBrand determined that each one of the top 10 most valuable corporate brands in the pharmaceutical industry contributes more than $1 billion to each respective company’s overall market valuation. The top three in the category — Johnson & Johnson, Pfizer, and Merck — contribute more than $9 billion each to its company’s…