This document provides guidance on building successful pharmaceutical brands. It emphasizes that brands must appeal to both the head and heart by providing factual information as well as an emotional story. A memorable name, clear and consistent messaging across channels, and caring about customers are hallmarks of strong brands. Maintaining existing customers is more cost-effective than acquiring new ones, so customer relationship management and incentives for sales representatives are important. Regular measurement, training, coordination across touchpoints, and ongoing progress reviews are also critical success factors for building and maintaining successful pharmaceutical brands.