This document discusses concepts related to branding, including definitions of what a brand is, how brand equity is measured, drivers of brand equity, and how to position and build pharmaceutical brands. It defines a brand as not just a name or logo but also as perceptions, promises, and human associations. Brand equity is the total value consumers associate with a brand based on awareness, loyalty, quality perceptions and other assets. Key aspects of positioning a brand include understanding competitors and developing a clear USP, benefits, and reasons to believe. The document also outlines models for brand value, personality, and purchase decision-making.

1. BRAND CONCEPT

2. WHAT IS BRAND?

3. WHAT IS BRAND
 A name
 A logo
 A Shape
 A tag line
 A Jingle

4. Design a sparkling new logo, run an exciting new campaign, voila,
you’re back on course . They are wrong. Branding is bigger .
Much Bigger

5. BRAND IS
 An image
 A perception
 A promise
 A human being

6. BRAND IS
 Transforming a product into something else

7. BRAND IS
1. Single Idea
2. An Experience

8. BRAND IS
Value added Marketing
(VAM)

9. WHAT IS BRAND EQUALITY?
 Brand equity is the sum of total of all different values
that a people attach to the brand name
 It is the sum of the brand assets or liabilities linked to
the brand that add or subtract from the brand value
 It stressed the importance of the role of the brand in
marketing strategies
 It is of stored values that consumers associate with the
product or service

10. DRIVERS OF BRAND EQUITY?
 Brand name awareness (share of mind)
 Brand loyalty( enduring preference)
 Perceived quality ( seen as better)
 Brand Associations(celebrities using the brand
 Other proprietary Brand Assets(trade mark,
merchandising systems & patents

11. HOW BRAND EQUITY MEASURED?
 Research base approach
 Purely financially driven evaluation
 Financially brand equity is evaluated on the basis of the
how much the brand is likely to earn for the company in
the future

12. HOW TO BRAND PHARMA PRODUCT
Branding is apply through
1. Positioning
2. Laws of branding
3. Behavioral concept

13. BRAND PICTURE
Brand picture
Brand image
Brand
association
Brand
persona
Brand
promise
Brand
purchase
model

14. ASSOCIATION
Association are the part of the laddering approach that allows
brand managers to determine the power of the benefit the
brand offer

15. BRAND VALUE PYRAMID
Beliefs
&
values
Benefits
Features & attribute
Feature or
Process that must
Be demonstrated
To customer
The functional or emotional
Benefits provided to customer
The emotional, spiritual culture
Values being addressed

16. EXAMPLE OF BRAND VALUE PYRAMID
Value
Benefits
Features & attribute
Augmentin
Contain
clavulanate
Better coverage against
beta-lactamase
producing microbes
Reliable
life in
your
hands

17. PAWN-FAB DETAIL MODEL
 P=problem
 A= Acknowledge
 W=want
 N=Name
 F=feature
 A=advantage
 B=benefit

18. EMOTION & VALUES
Doctors are Human being so emotions & values also play
a vital role in convincing the doctor to buy/ Rx your
product

19. BRAND PERSONA
 Had the brand be a person, what it
would be like?

20. DRIVERS OF BRAND PERSONA
 Law of name
 Law of shape
 Law of colors (helps create Brand Persona in Pharma)

21. BRAND PROMISE
Every brand makes promises these
should be relevant, standardized and
not beyond acceptable

22. BRAND PURCHASE MODEL
 Why doctor prescribe a brand?
 Why do they prescribe a competitive brand?
 Why they have not prescribed a certain brand at
all?

24. POSITIONING
 Process of creating an image is called positioning
 Soul & spirit of branding
 Image in the mind of consumer
 Finding a space, Hole or Dimension in the mind
 Saying Right things to the right person at right time

25. POSITIONING
Truth is irrelevant, what the matter are the
perception that exist in the Mind

26. POSITIONING-OUTSIDE IN THINKING
The essence of positioning is to accept the
perception as reality and then restructure those
perceptions to create a desired position

27. POSITIONING
 To manipulate what’s already in the mind
 To re-tie the connection that already exist
 Resolve around central idea i.e BRAND ESSESENCE

28. HOW BRAND ARE POSITIONED
 Perception
 Differentiation
 Competition
 Specialization
 Simplicity
 Leadership
 Reality

29. PROCESS OF POSITIONING
 Understand the competition
 USP
 Target market
 Brand persona
 Brand promise

30. BRAND KEY MODEL
 Root Strength
 Competitive Environment
 Target
 Insight
 Benefits
 Value ,belief & personality
 Reason to belief
 Discriminators
 Essence

31. UNDERSTAND THE COMPETITOR
 Direct competitor
 Indirect competitor

32. PERCEPTUAL MAPPING

33. 5-STEPS OF PERCEPTUAL MAPPING
 Define the market
 Specify the scope of price
 Identify the primary benefit
 Survey the perception
 Apply regression analysis

34. TOOL FOR PERCEPTUAL MAPPING
 Likert scale
Somatic scale
Extremely
Good Quite Slightly Neither Slightly Quite Bad
Expensive Inexpensive
Extremely

35. CORPORATE BRANDS
Cost +ve
Cost +ve
Mackter
Quality
Abbott
Sami

36. INDIRECT COMPETITION
 ZANTAC (Heart burn attack it)
 NOCID (No extra reflux and acid disorder)
 TAGAMET ( Acid Reducer)

37. USP
 The Differentiator or Discriminator

38. USP
The Single Most Compelling
Reason for target Market to
choose the brand

39. USP
 Benefit
 Reason to belief
 Emotion & value

40. BENEFITS
 Co-prescribe with clopidogrel safely
 24 hour acid control
 Single dose Solution for heart burn
 Upper GI bleeding Blockade
 Trusted & effective pain management
 Joy of movement
 Rapid ,reliable & effective in moderate to severe pain

41. REASON TO BELIEF
 Ingredient
 Packing
 Price
 Credibility of the company

42. TRAMAL POSITIONING
 Category – centrally acting analgesic
− Tramal 100mg inj, 50 mg cap & 100mg SR
− Tonoflex 100mg inj, 50 mg cap Tonoflex P
− CAMPEX 100MG INJ 50MG CAP
 POSITINING STATEMENT
“ The Original Tramadol “
HAS A SYNERY WITH OPIOID & NON- OPIOID ACTIVITY
 USP
 Equally effective as morphine
 Effective & safe in labor pain
 preservative free
 Effectively controls post op shivering

43. TRAMAL
 Benefits :
− Low side effect
−Effective against variety of pain
− Also controls post op shivering
 Target market
 Anesthesia
 Surgery
 Gynecology
 Orthopedic
 Oncologist
 Brand Essence ;
“Powerful analgesic on a par with morphine without morphine like side effect”
 Reason to believe ;
 Time Tested
 Original Brand
 Searle quality

44. BRAND PERSONA
 TRAMAL:
 GENDER MALE
 POWERFUL
 HELPER

45. CONSUMER INSIGHT
 Doctor ‘s concern about the negative effects of
Tramadol regarding nausea vomiting

46. THE INFLUENCE OF SYNERGY ON SIDE
EFFECTS
SWEATING
DIZZINESS
NAUSEA
VOMITING
CONSTIPATION
EUPHORIA
RESPIRATION
SEDATION
=
CONSTIPATION
EUPHORIA
RESPIRATION
SEDATION
SYNERGY
OPIOID OPIOID MONOAMINERGIC
ANALGESIA ANALGESIA
SWEATING
Traditional Opioid Tramadol
DIZZINESS
NAUSEA
VOMITING

47. POSITIONING ABOUT RATING
No 1 prescribed Tramadol

48. CONDITIONAL BRANDING
Condition branders use “ information “ about medical
condition to forge links between disease and
treatment in the mind of both patients & doctors . If
they have a drug but no condition , they will simple
invent a disease

49. CONDITIONAL BRANDING
 Breast cancer
 Heart disease
 Allergy
 Gerd
 Hpv
 IBS
 HBV
 Hep C

50. PRODUCT BRANDING
 Informs customers about the solutions but no the
problem
 Name
 Logo
 Color
 Packing
 All branding element
 Brand association ( feeling, experience, & image )

51. LAWS OF BRANDING
 Name of brand
 Small
 Pronounceable
 Tweaked
 Brand Name Strategy
 Chemical derived name ( Cipro for ciprofloxacin)
 Therapy name ( Arthotec, procardia)
 Use or indication (Glucophage , Ventolin Norvasc )

52. LAWS OF BRANDING
 Family name or drug class ( Pamisol, Nolvadex)
 Corporate name ( Rocephine, baycol &
Sandimmune)

53. LAW OF SINGULARITY
The most important aspect of a brand is its
single-mindedness

54.  Brand is a single idea that you own the mind of a
consumer
 A proper noun that can be used in place of a common
noun
 Objective is to create in the mind of the prospect the
perception that there is no other product on the
market quite like your product e.g broads spectrum
toothache-Asaid General pain Panadol

55. WHEN LAW OF SINGULARITY NOT FOLLOWS
 Loss of singularity weakens the brands
 A brand that has lost its life because it lost it
singularity

56. LAW OF CONSISTENCY
 Brand not Built overnight, success is measured in
decades, not years
 Most frequent violated law
 Market may change , brand will not

57. LAW OF QUALITY
 Quality is important , but brands are not built a
quality alone
 Build a quality in your product
 Performance
 Features
 Reliability
 Conformance
 Durability
 Serviceability
 Aesthetics
o Quality is not enough It’s the perception of quality

58. IMPLICATION
 Charge the premium price
 Give brand rating
 Be specialist not general
 Narrow focus
 Give brand good name

59. LAW OF WORD
 A brand should make effort in owning a word in the
prospect’s mind
 Your brand owns the category name when people
use your brand name generically like Pandol, Ascard
& flagyl surf

60. LAW OF CATEGORY
 Leading brand should promote category , not the
brand e.g Flagyl, Hyderlline ,Candril, Risek Uniferon
 Implication;
 Create new category
 Stand for category
 Narrowing the focus
 Rightful share of the leading brand is never more than
50%

61. LAW OF CREDENTIAL
 Never forget leadership examples
 Coke –Visa- Augmentin- Liptor
 All are perceived to be a leader in their category
 Claim leadership

62. BEHAVIOR CONCEPT
 Extrinsic cues more important than intrinsic cues
 Oedipus complex
 Electra complex
 Sublimation
 Fetishism
 Brand persona
 Brand category
 Animation/cartoon
 Thrillers

63. EXTRINSIC CUES
 Brand name
 Color
 Size
 Shape

64. 5 METHOD OF SUBLIMATION
 Feel
 Tradition
 Shape
 Origin, barcode
 Music