{"id":3513,"date":"2004-05-01T00:00:00","date_gmt":"2004-05-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2004\/05\/01\/pmn35-article04\/"},"modified":"2019-02-18T18:03:42","modified_gmt":"2019-02-18T18:03:42","slug":"pmn35-article04","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn35-article04\/","title":{"rendered":"Branding as a Management Tool in Pharma"},"content":{"rendered":"<p>Branding as a Management Tool in Pharma        The Views of Jesper Kunde<br \/>In a world crowded with many similar competing consumer goods, the most successful companies have been those who control the marketing, sales AND distribution systems. Government intervention, complex reimbursement systems and numerous intermediaries, however, handicap the pharma industry, which is a long way behind Fast Moving Consumer Goods (FMCG) in terms of product branding.  <\/p>\n<p> The views of Jesper Kunde, one of Europe&#8217;s fastest-rising marketing gurus and author of the book Corporate Religion, are reviewed in this article, which summarizes Kunde&#8217;s presentation at EyeforPharma&#8217;s &#8220;Successful Product Branding in Pharma&#8221; conference in London, UK in March 2004.     <\/p>\n<p><b>Read this article now. It&#8217;s FREE&#8230;<\/b> <\/p>\n<p><b><a href=\"http:\/\/www.news.pharma-mkting.com\/pmn35-article04.pdf\">Download PDF file<\/a><\/b><\/p>\n<\/p>\n<p>PMN35-04<br \/> Issue: Vol. 3, No. 5: May 2004<br \/> Word Count: 741 <\/p>\n<p\/>   <b>Find other articles in related Topic Areas:<\/b>  <\/p>\n<ul>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNDTCReprints.htm\">Direct-to-Consumer (DTC) Advertising &amp; Marketing<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNbrandingReprints.htm\">Brand Marketing<\/a> <\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>In a world crowded with many similar competing consumer goods, the most successful companies have been those who control the marketing, sales AND distribution systems. Government intervention, complex reimbursement systems and numerous intermediaries, however, handicap the pharma industry, which is a long way behind Fast Moving Consumer Goods (FMCG) in terms of product branding.<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[53,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Branding as a Management Tool in Pharma - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn35-article04\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branding as a Management Tool in Pharma - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"In a world crowded with many similar competing consumer goods, the most successful companies have been those who control the marketing, sales AND distribution systems. Government intervention, complex reimbursement systems and numerous intermediaries, however, handicap the pharma industry, which is a long way behind Fast Moving Consumer Goods (FMCG) in terms of product branding.\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn35-article04\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2004-05-01T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-18T18:03:42+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/03\/pmn-logo-intro-post-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"744\" \/>\n\t<meta property=\"og:image:height\" content=\"419\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pharma Guy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pharma Guy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn35-article04\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn35-article04\/\",\"name\":\"Branding as a Management Tool in Pharma - Pharma Marketing Network\",\"isPartOf\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\"},\"datePublished\":\"2004-05-01T00:00:00+00:00\",\"dateModified\":\"2019-02-18T18:03:42+00:00\",\"author\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\"},\"breadcrumb\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn35-article04\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn35-article04\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn35-article04\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Branding as a Management Tool in Pharma\"}]},{\"@type\":\"WebSite\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\",\"name\":\"Pharma Marketing Network\",\"description\":\"Pharma Marketing Network\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\",\"name\":\"Pharma Guy\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/image\/\",\"url\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"contentUrl\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"caption\":\"Pharma Guy\"},\"description\":\"Pharmaguy\u2122 is a \u201cconstructive critic\u201d of pharma marketing and publishes commentary on the Pharma Marketing Blog and on Scoop.it.\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/author\/ehs-pharmaguy\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Branding as a Management Tool in Pharma - Pharma Marketing Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn35-article04\/","og_locale":"en_US","og_type":"article","og_title":"Branding as a Management Tool in Pharma - Pharma Marketing Network","og_description":"In a world crowded with many similar competing consumer goods, the most successful companies have been those who control the marketing, sales AND distribution systems. 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