Brand Potential: The Future is Bright

Fifty-three billion, five hundred million dollars represent the ten best-selling global pharma brands of 2006. Nonetheless, with such an astonishing level of value attributable to a handful of brands, surely, as an industry, they are doing extremely well. Some of the most significant issues facing the industry today are declining pipeline productivity, loss of revenue due to patent expirations, and ever-looming attacks from generics. Successful and well-managed brands create value. It is vital, therefore, that each element of the branded experience is thought of as part of a cohesive and consistent whole -- and managed accordingly. The battle for brand differentiation may be hard fought, but it will be won on the most fundamental of brand principles -- clarity of proposition and consistency of communicating that proposition.