Global branding: Is the industry ready for the real thing?


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Product Description

Some argue that pharmaceutical brands cannot be compared with fast-moving consumer goods because of regulatory issues, patent constraints, pricing practices, and diverse market segments. Others contend that pharmaceuticals are fast-moving consumer goods and should be viewed as commodities worthy of good creative and strong, integrated global marketing strategies.
Companies that adopt a Just Do It global brand attitude will be successful; eight major countries make up about 80% of worldwide sales. Companies have to be global.
The benefits and positive impacts of adopting a global branding approach are many, including establishing brand equity, making a product easier to differentiate from the competition, increasing long-term sustainment of the brand position, improving the ability to communicate a corporate vision, achieving greater leverage of marketing resources, and increasing consistency of communications…

The name game

Brand names
Jed Beitler.
Chairman and CEO, Worldwide, Sudler & Hennessey, New York
Scott Cotherman. President and CEO, The Corbett Healthcare Group, Chicago
James Dettore. President and CEO, Brand Institute Inc., Miami
Cameron Durrant. Global VP, Infectious Diseases, Pharmacia Corp., Peapack, N.J.
Leigh Featherstone. Executive VP, Global Business Group, Bates Healthworld, London
Matt Giegerich. President and CEO, CommonHealth, Parsippany, N.J.
Adele Gulfo. VP, Cardiovascular Therapeutic Area, AstraZeneca, Wayne, Pa.
Al Paz. President and chief strategic officer, Robert A. Becker Inc. Euro RSCG, New York
John Racik. General manager, Sentrix Healthcare Communications, a Young & Rubicam Co., Short Hills, N.J.
Timothy Whitten. VP, Oncology Global Marketing, Bristol-Myers Squibb Co., Princeton, N.J. Editor’s note: Mr. Whitten has left Bristol-Myers Squibb. As of Sept. 6 he is senior VP, marketing and sales, at Pharmacyclics Inc., a biotech company.