David Ogilvy, the famous consumer ad agency founder who has long been recognized as a pioneer in branding, defined a brand as a “complex symbol…it is the intangible sum of a product’s attributes: its name, packaging and price, its history, its reputation, and the way it’s advertised.” A company’s brand, whether for a packaged good or a prescription drug, is a unique, proprietary marketplace relationship that provides long-term strategic value to the organization. A brand is, in fact, a company’s most precious asset. Pharmaceutical companies that want to maintain strong, positive relationships with their multiple audiences must continually protect, safeguard, and build up the value of their brands. Therefore, it is imperative for long-term success to build enduring brands by supporting them throughout their life cycle in a manner that raises the confidence levels of a diverse array of healthcare professionals and patients alike.
