Abstract
The objective of this paper is to focus on the branding strategies used in the pharmaceutical industry and compare them to some of the best practice seen in the fast-moving consumer goods (FMCG) area. First the authors review the differences in the way branding is defined and organised in pharmaceuticals and FMCG and identify why branding could be leveraged in the pharmaceutical industry to help it return to strong growth in the future. Secondly, the authors analyse in detail what branding strategies are currently used within pharmaceuticals and contrast these with the practice in FMCG. The areas covered include the choice of brand name strategies, the level of brand globalisation, the use of brand extension and the subject of co-branding. Based on this benchmarking, the authors offer recommendations to guide future brand development successfully in the pharmaceutical industry.
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