Brand, Identity and Reputation: Exploring, Creating New Realities ...

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Session 7.1 Brand Management Framework Empirical study of the UK Pharmaceutical Industry Aqeel Ahmed, Winchester School of Art, University of Southampton, UK Coneptualising Branding in Indian Pharma Sector Shamindra Nath Sanyal, Narula Institute of Technology, Kolkata, India Saroj Kumar Datta, Mody Institute of Technology & Science, Lakshmangarh, Rajasthan, India Asok Kumar Banerjee, Indian Institute of Social Welfare and Business Management, Kolkata, India A Practice Approach to Implementing a Corporate Brand in Multinational Corporations Riitta Birkstedt, Turku School of Economics, University of Turku, Finland ―There was a Cockroach in my Room‖ – an Analysis of Customer Feedback on Hotel Booking Websites as an Example of Co-creation of Meaning Petra Bouvain, University of Canberra, Australia Matthias Muskat, University of Canberra, Australia Brigit Muskat, University of Canberra, Australia 162
Brand Management Framework Empirical study of the UK Pharmaceutical Industry Aqeel Ahmed, Winchester School of Art, University of Southampton, UK The role of branding in the commercial success of the organization varies from industry to industry. Brand is every aspect of the product/service that provides an identity in the market place. The fundamental competitiveness of the business depends on its identification among the competitive alternatives. In the pharmaceutical industry brand is the identity of the medicine but the market performance of the medicine and result effectiveness is based on the research & development (R & D) quality. In many other industries R&D plays a support role in the commercial success while branding and promotion of brands is primary source of profitability. The aim of this research is to explore the comparative prioritization in the allocation of financial resources for R&D and Branding/promotion activities. The focus of the research is on the empirical study for the brand development, financial valuation, legal protection and management of Brands in the pharmaceutical sector. The adopted research philosophy for this project is based on Realism; the selected approach for studying the role of branding in the commercial success is linked with mixed theoretical approach deduction and induction. The selected research strategy is an empirical investigation; furthermore the collection of the data is through audited annual financial reports. Analysis and interpretation of the financial data and market share is analysed from quantitative aspects to propose a model of Brand Management. The devised research methodology is considerate to the tenacity, authoritativeness, and authenticity of knowledge in regard of the research conducted within the domain of marketing management. In the pharmaceutical industry the anticipated knowledge for brand managers and practitioner‘s demands in depth awareness of intellectual property rights (IPR).The development of IPR is a result of the organizational efforts on R&D initiatives. The proposed model for the brand management ―Brand Management Framework‖ incorporates this demand along with the consideration of financial outcome of the branding/promotional activities. The proposed model of this research depicts an approach for the management of brands by taking in account, the market perception/performance, financial measurement and legal protection through Intellectual property rights (IPR). The brand management framework is the proposed model for this research project. The structure of this model is not presenting a newly developed ground breaking development. Rather this model of brand management attempt to manage the corporate brand portfolio with the inclusion of measuring financial returns on branding and R&D pipeline (IPR). Measuring financial return on marketing and branding is a significant aspect of brand management. The importance of measuring financial returns on branding is an important component of this brand management framework. Financial statements present the past or present performance of the organization in a sense of totality. Based on the financial figures the brand managers can use this in forecasting the future financial investment for the advertising and promotion of brands in the market to build or extend brand performance. The allocation of resources to further support the R&D pipeline can also be based on the financial or commercial performance. The overall long term performance of the brands is not just based on the advertising and promotion; rather it is more dependent on the R&D investment by the company on the improvement or development of new products/medicines. It is evident that the best performing brands invest significant proportion of revenues of R&D initiatives. This further includes discovering new chemical entities (NCE) in the pharmaceutical sector and using these NCE in the drug manufacturing. It is important to note that IPR includes patents , that are applicable to the discovery of new engineered development, copy rights that are applicable to the marketing and other promotional literature related with the product, design law that are applicable to the process design and trademarks , the legal word to demonstrate branding. R&D requires IPR protection in the marketplace to capitalize the investment initiatives on innovation. In the pharmaceutical industry the brand is the name or identity of the medicine. For patented medicine the brand is legally protected through intellectual property rights (IPR). A patent is awarded for a specific medicine if the new chemical entity (NCE) is discovered by the manufacturer. The duration of the patent life depends on the nature of the NCE that formulates the medicine. When the patented life of the NCE expires the competing firms are allowed to manufacture the medicine. This opens the competition through generic medicine. A generic medicine is a medicine for which no patent is provided to any manufacturer. In the short term scenario the patent holder doesn‘t require to build a brand but in the long run, when the patent expires, it is the brand name that boosts the sale and protects the market share for the medicine. Leading organizations in the medicine trade, sell the license for manufacturing when the patent is about to expire. The valuation of the brand is one of the key concerns when these transactions for the sale of the patent are initiated. Due to very high degree of regularity in the medicine trade, the anticipated sales of a particular brand are available through the prescription databases maintained by the healthcare system. In the UK pharmaceutical scenario the medicine manufacturers are not allowed to promote the products as openly as it is in the USA or in other capitalistic free markets. The communication about medicine and the availability of the prescription medicine is fully controlled by the department of Health and other regulatory bodies. 163
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Book of Proceedings Brand, Identity
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Session 1.1 Emotional Branding in T
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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2. Interviews made with the adminis
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Fierman, (1991) found that 47% of c
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Multiple Dimensions of Brand Identi
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Session 1.3 Corporate Identity, Cor
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CSR are the ideals and ethics of co
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Corporate Brand Identity Management
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To study the influence of B2B relat
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Antecedents And Consequences Of Bra
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22. Gurviez, P., and Korchia, M. (2
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Non-monetary factors, such as effor
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23. Holbrook, M.B. (2006). Consumpt
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Brand Extensions and Culture: The I
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avoidance tend to prefer more infor
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Virtual Internal Brand Communities:
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References 1. Algesheimer, R., Dhol
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associations based on their percept
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shift in the psychological contract
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10. Berthon, P., Ewing, M., & Hah,
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Session 2.1 Global Brand Relationsh
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G. Brand Personality Excitement Hon
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The Impact of Relationship Marketin
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‗United 2010-one for all, all for
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Brand Equity Trends in Top Global B
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Uncovering ‗Meanings‘ through A
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45. Melewar, T.C. and Saunders, J.
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Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
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References 1. Aaker, D. (1991). Man
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Simon Cowell and Branding the X Fac
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Dead or Living: Which Celebrity To
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Reference 1. Bagozzi, R.P. & Yi, Y.
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has been adopted and within this an
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Organizational Factors Contributing
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examine and reconcile existing lite
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Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
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For indicating brand equity, one of
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Financial Brand Valuation: an exper
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Figure 1 Religiously Motivated Cons
Page 111 and 112: I Don‘t Like It! - Understanding
Page 113 and 114: Session 3.2 Advertising Agency Empl
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Page 117 and 118: The Life Cycle of Mavens Lynne Free
Page 119 and 120: Exploring the relationship between
Page 121 and 122: internal branding process. Internal
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Page 125 and 126: Profiling the Image of Urban Busine
Page 127 and 128: Finally, the paper confirms the cau
Page 129 and 130: Table 3 Image differences according
Page 131 and 132: associated with the brand‖ (Aaker
Page 133 and 134: Figure 1 - Number of adjectives sel
Page 135 and 136: Figure 5 - Main attributes of a gol
Page 137 and 138: Empirical Studies For both studies,
Page 139 and 140: Figure 2: Perception of the City of
Page 141 and 142: Co-branding places? Andrea Lucarell
Page 143 and 144: 12. Lucarelli, A., & Berg, P. O. (2
Page 145 and 146: the place brands, as has been showe
Page 147 and 148: Session 3.4 Innovation and Entrepre
Page 149 and 150: The interviews were conducted in th
Page 151 and 152: Country-of-Origin Effects on Brand
Page 153 and 154: 7. Kaynak, E., Kucukemiroglu, O. &
Page 155 and 156: Results The demographic profile ind
Page 157 and 158: use games consoles (Childwise, 2001
Page 159 and 160: Plenary Session 2 Brand Performance
Page 161: Uncles, M.D. & Kwok, S. (2008). Gen
Page 165 and 166: Coneptualising Branding in Indian P
Page 167 and 168: characteristics could be zeroed upo
Page 169 and 170: Concentrating on the actual practic
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Page 173 and 174: Session 7.2 Brand Personification a
Page 175 and 176: Importance of Country Image to Mega
Page 177 and 178: Table 1: Evaluative Responses for t
Page 179 and 180: To be Similar or Unique? Implicatio
Page 181 and 182: Brown, T. J., Dacin, P. A., Pratt,
Page 183 and 184: A brand-driven strategy oriented to
Page 185 and 186: Rheingold, H. (1993). The Virtual C
Page 187 and 188: A Framework for Public Sector Brand
Page 189 and 190: Conclusion Public sector organisati
Page 191 and 192: A strategic investigation into the
Page 193 and 194: There are also some changes in term
Page 195 and 196: Brand Hypocrisy Sanne Frandsen, Cop
Page 197 and 198: Table 1: Empirical Findings Theory
Page 199 and 200: Brand Governance in Social Networki
Page 201 and 202: Determinants Brand Orientation Va
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Page 205 and 206: Impact of Storytelling on Consumer
Page 207 and 208: The Role of Communication in Establ
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Analysis and results We assessed th
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An Exploration of Own Brand Retaile
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11. ETI 2010. Ethical Trading Initi
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When investigating unique significa
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Session 8.2 Closing the Gaps - the
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accomplishing reality rather than d
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Reddy, 1998, p.40). As a result, br
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Figure 2: Doves Real Beauty Billboa
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Literature review, as a complete re
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Segmenting McDonalds: Measuring Bra
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A simple eyeballing of the segment
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Segment 2 Segment 3 Segment 4 235
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Session 8.3 Brand Attitudes and the
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when preceded with the related conc
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What keeps smokers from quitting? U
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Table 1: Description of the cigaret
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Exploring differences in product at
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Based on the results some general c
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Data was collected by independent j
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Sonic branding: A review of literat
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How is green seen? Exploring the im
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were in evidence. The inability to
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Generally speaking, people use exte
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How Retail Banks Use Atmosphere to
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Actually, we don‘t feel constrain
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Introduction Reputation and Financi
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Chun, R. & Davies G. (2009). Employ
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Identity, Reputation and Organizati
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Introduction Factors Affecting Bran
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A quiet important approach then bec
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27. Gentry, C.R., ―Building on Br
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Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
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Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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