Branding in activity of pharmaceutical enterprises

  • M.M. Slobodyanyuk -
  • S.V. Zhadko -
Keywords: pharmaceutical enterprise, trademark, brand, branding, positioning of drugs

Abstract

The essence of the key terms, connected with the process of brand management at the market, has been analyzed and specified in this article. Also the authors have formulated the principal distinction between the brand and trademark. They have singled out and summarized the main characteristics of the brand. The preconditions for developing of branding at Ukrainian pharmaceutical market have been grounded as well as types and peculiarities of branding of drugs for different audiences have been characterized. Special features of brand-building, positioning and brand management of drugs have been discussed and analyzed in the research.

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Published
2008-02-20
How to Cite
Slobodyanyuk, M., & Zhadko, S. (2008). Branding in activity of pharmaceutical enterprises. Farmatsevtychnyi Zhurnal, (1), 10-16. Retrieved from https://pharmj.org.ua/index.php/journal/article/view/1194
Section
Economics and marketing