1. SCIENCE IDENTITY
DEVELOPMENT
P h a r m a c e ut ic a l B r a n d i n g
“ The time to start think about yours drug branding is not when
you’re ready to launch. You should rely on carefully researched
brand strategies to boost product value..”
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2. OBJECTIVES
 O P r o j e c t s B r a n d d ev e l o p m e n t a i m to i m p rove b r a n d e q u i t y a n d i m a g e u s e ex te n s i v e
B r a n d i n g s t r a te g y a n d I n te g r a te d M a r ket i n g C o m m uni c a t i o n p l a n s
 Competitive edge against current competitors
 Improve brand equity and image
 Expand market share
Customer
Brand Busy Market Value Perception Concept competition
behavior
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3. R e s ult s .
SCIENCE IDENTIT Y DEVELOPMENT Q u ic k l y.
At less cost.
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4. SCOPE OF WORK
W h e n i t c o m e s t o b r a n d a n d m a r k e t i n g d e v e l o p m e n t , w e c a n d e l i v e r.
Our diverse experience and range of talents provides us with innovative solutions, from product
branding to global distribution - no detail is overlooked.
Our business scope includes:
 Market analysis and reporting;
 Product design and test marketing.
 Introduction and establishment of specific distribution channels;
 Brand identity, product packaging and promotion design
 Graphic design in the areas of print, digital and exhibition media
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5. BRANDING CAPABILITIES
BRAND STRATEGY STRATEGIC BRAND DESIGN BRAND IMPLEMENTATION
•Investor & corporate communications •Name and architecture •Branded applications and templates
•Corporate brand valuation assessment •Brandmark (logo) •Brand standards & guidelines (Brand
•Communications & competitive audits •Tagline Book)
•Mission/vision evaluation •Color-emotive analysis •Branded environments
•Brand identity strategy elucidation •Look and feel •Exhibits and interactive experiences
(archetype, position, value proposition) •Creative expression •Packaging design
and workshop •Typography •Company profile
•Brand STORY™ and workshop; •Website upgrade
messaging •Promotion Materials
•Brand identity strategic brief
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6. BRAND DEVELOPMENT PROCESS
Brand Brand
Brand Analysis Planning Brand Building
protection Strategy
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7. SCIENCE IDENTIT Y DEVELOPMENT
 SCIENCE IDENTIT Y DEVELOPMENT FOR PHASE I
 Andr ogogy /insight -m i n ing mar ke t r e se ar ch and compe titi ve analyse s
 Tar ge t pr oduct pr ofiling and nove l e ndpoint/clinica l tr ial pr otocol e lucidation
 Pr e lim inar y le x icon de ve lopme nt
 Pr e lim inar y scie nce STORY™, scie ntific state me nts, and le xicon de ve lopme nt
 Ge ne r ic name de ve lopme nt and/or unique class de scr iptor de ve lopme nt
 Dise ase state and me chanism of action e lucidation and visualizat ions
 E xhibits, poste r s, and inte r active e xpe r ie nce s
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8. SCIENCE IDENTIT Y DEVELOPMENT
 SCIENCE IDENTIT Y DEVELOPMENT FOR PHASE II
 Andr ogogy /insight -m i n ing mar ke t r e se ar ch and compe titi ve analyse s
 Tar ge t pr oduct pr ofiling and nove l e ndpoint/clinica l tr ial pr otocol e lucidation
 Scie nce ide ntity de ve lopme nt (positioning, ar che type , value pr oposition)
 Scie nce STORY™, scie ntific state me nts, and le xicon de ve lopme nt
 Ge ne r ic name de ve lopme nt and/or unique class de scr iptor de ve lopme nt
 Dise ase state and me chanism of action e lucidation and visualizat ions
 Scie nce ide ntity str ate gic br ie f
 Scie ntif ic ide ntity guide line s and standar ds (pr e -launch)
 E xhibits, poste r s, and inte r active e xpe r ie nce s
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9. SCIENCE IDENTIT Y DEVELOPMENT
 PRODUCT IDENTIT Y DEVELOPMENT FOR PHASE III
 Andr ogogy /insight -m i n ing mar ke t r e se ar ch and compe titi ve analyse s
 Br and ide ntity de ve lopme nt (positioning, ar che type , value pr oposition)
 Br and ide ntity str ate gy and br and ide ntity str ate gic br ie f de ve lopme nt
 Br and STORY™, me ssaging, and le xicon de ve lopme nt
 De sign syste m
 Br and ide ntity guide line s and standar ds (Br and Book)
 Spe cialty phar ma communications pr ogr ams, including monogr aphs
 Exhibits, poste r s, and inte r active e xpe r ie nce s
 Br and tr aining
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10. SCIENCE IDENTIT Y DEVELOPMENT
 BRAND IDENTIT Y MANAGEMENT POST -LAUNCH
 Brand portfolio/franchise strategy and architecture development
 Transitional brand development (for additional indications)
 Specialty pharma communications programs
 Brand image perceptual research tracking
 Exhibits, posters, and interactive experiences
 Brand stewardship
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11. MAIN ELEMENTS
 Identity
 Promotion materials
 Printing materials
 Gimmicks
 Event management
 Direct consumer campaign
 Pharmacy Branding
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12. Organization
ACTION PLAN Development
“Who fail to Plan… Plan to Fail” 12

13. ACTION PLAN
It’s a planned change exercises. It involves
Develop Create
Diagnosis and Follow up and
marketing Conceptual Implementation
Situation analysis control
objectives branding
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14. BRANDING STEPS
S te p O n e S te p Tw o
• Learn marketing objectives and strategy • Develop concepts/taglines/site architecture
• Prioritize projects • Start visual research
• Audit existing and competitive materials and • Present initial creative approaches
strategies
• Interviews/focus group
• Write creative brief and define messages
• Create timelines and budgets

15. BRANDING STEPS (CONTINUED)
Step Three Step Four
• Develop outline and copy points per • Write full copy draft
selected concept
• Revise and write final copy as per client
• Develop media strategy comments
• Explore layout options • Start layouts
• Begin creating visual materials
(photos/illustrations)

16. BRANDING STEPS (CONTINUED)
Step Five Step Six
• Create and present full layout and/or e- • Develop final electronic files for print, or
design coding for web
• Final execution and management of products
(website launch, launch media campaign,
exhibit built, print pieces to printer, ads
placed, press releases sent, etc.)

17. HOW MUCH DOES IT COST?
 It depends on what you want
 Bundling projects will save you money
 Itemizing each project will cost you more
 The cost range for branding is broad and will be determined based on scope of work
 D o n ’ t b u y l o w b i d ! Yo u g e t w h a t y o u p a y f o r a s i n a n y o t h e r i n d u s t r y o r s e r v i c e
 Projects are based on hourly rates
 Branding Project rates usually range from 125LE–200LE

18. THANKS
E-mail: mustafa.hamalawi@gmail.com ; ax.tantawy@gmail.com
Mobile : (+2) 010 55 320 11 - (+2) 010 74 20 147 18