Abstract
One could make the argument that pharmaceutical marketers have not produced any brands that occupy a consistent and compelling mindshare over time as consumer marketers have done. There is no pharmaceutical equivalent to Coke, ‘the number one cola’ for decades; to BMW, ‘the ultimate driving machine’; or to Burger King, ‘the best place to get a big burger’.
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© 2001 Tom Harrison
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Harrison, T. (2001). The future of branding in the pharmaceutical industry. In: Blackett, T., Robins, R. (eds) Brand Medicine. Palgrave Macmillan, London. https://doi.org/10.1057/9780230522510_19
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DOI: https://doi.org/10.1057/9780230522510_19
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-42588-4
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