Branding pharmaceuticals: a comparison of three pharmaceutical manufacturers on the Swedish market
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The pharmaceutical industry has gone from relying on patent as the foremost competitive means towards brands today. The competition in the market is increasing due to many companies producing generics and there are many similar products to choose between from the customer’s point of view. The marketing strategy that has been used most frequently in the past is to market the product brands with an indistinct connection to the manufacturer. Recently however, the pharmaceutical company Nycomed has had lot of attention since they have taken on a different approach in their marketing. They market their product brands together with the corporate brand and want to make a clear linkage between the two.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-5758OAI: oai:DiVA.org:su-5758DiVA: diva2:195642