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Building a Global Vision for Brands

$30.00

Copyright: This PDF purchase is for a Single user for review or filing purposes only. The PDF is watermarked. If you are interested in a PDF reprint to post on your website or distribute electronically, or hard-copy reprints, please contact Marah Walsh at mwalsh@pharmavoice.com.

SKU: 618. Category: .

Product Description

The convergence of markets and media across international lines provides rich opportunity for healthcare companies to achieve new levels of asset optimization, cost-effectiveness, and overall brand value. But the lion’s share of the effort to transform a new compound into a global brand often is focused on a single endpoint: the creative campaign. This is an overly tactical mindset, concentrated more on image than on the need to definitively establish the brand’s core values, benefits, personality, and positioning…

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