Creating Brand Identity for Generic Products

Abstract

With so many opportunities within the generics industry today as patents expire, new companies are entering the generics market and established companies are adding to their portfolios. This paper looks at the role of branding as generics look to compete more vigorously in this highly competitive arena, and the challenges that exist in creating brand identities to drive their marketing. The overall competitive marketplace has changed considerably over time and created a very different context in respect of customer ‘need’ states. There is an increasing need to address the end consumer directly via focus on brands. There is continuing proof that adding consumer benefits via effective brand communication can contribute enormously to commercial success — and this is examined here. Generics companies marketing generic products should recognise the benefits of creating brands to achieve visibility, stand-out and clear differentiation via a consumer-focused proposition — and the role that brand identity can play within this.