Jon Parton, Director, Direct Marketing, Strategic and Medical communications, AstraZeneca and Head of their global branding initiative will this September chair a conference programme dedicated to global branding in the modern pharmaceutical industry.
â€śBrands have always been important to the pharmaceutical industryâ€ť says Mr. Parton but while the FMCG industry has long discovered the importance of branding, it seems to be a fairly new business discipline for the pharma industry. And as the industry is just coming to terms with the importance of branding, global branding seems to be the already the newest trend within the industry.
But is global branding the answer to the industryâ€™s pressing problems such as a worldwide economic downturn, continued cost-containment pressure in Europe, changes to health service purchasing processes, rising cost of advertising across media, generic attacks, product fragmentation? Does it really provide an opportunity to add value or is it just a waste of precious resources?
According to Andrew Kay, Head of Global Sales and Marketing at Novartis, global branding is a marketing process to build better and stronger brands. Novartisâ€™ formula for success comprises the institution of a completely new approach to marketing brands. It centres around the philosophy â€śGlobal branding, not global campaigningâ€ť and focuses on benchmarking the pharmaceutical industry and drawing lessons from the FMCG industry.
At AstraZeneca, the definition of a global brand is relatively simple: â€śA global brand is one that is instantly recognizable to customers, anywhere in the world, offering the same benefits. A global brand says both what it is and what itâ€™s like.â€ť
AstraZenecaâ€™s global branding initiative is a bold attempt to move the companyâ€™s marketing strategies into the consumer age even though Mr. Parton sees it also more as an â€śan act of faithâ€ť at the moment. One way of achieving true global brands is to develop a shared responsibility for implementing the global brand, which can prove difficult in a decentralized company.
Mr. Parton will explore the concept of global branding as it relates to the future of the pharmaceutical industry when he opens discussions at Global Pharma Branding
26th September 2002. His presentation heads a comprehensive conference programme designed to address the global aspects of pharmaceutical branding. The conference will also look at issues such as global branding and ROI, learning from branding disasters, and how to build a brand architecture that incorporates both your corporate and product brands.
Global Pharma Branding, 26th & 27th September 2002, Hilton Olympia, London
To book a place at this conference or for further information, call +44 (0)20 7256 5768
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