Pharma and Biotech course title:
Strong brands
Description: How to create a strong pharmaceutical brand
Three decades of intensive work has been done in the consumer world focusing on the creation of strong brands, we apply this work to pharmaceuticals. This is then strengthened by leading edge ‘factors of change’ pharma research which allows identification of differentiators within a therapy area. The work is illustrated by case studies from two of the leading brands in the last 30 years.
Key content includes:
· Definitions and the difference between brand identity and brand image.
· Aaker on what makes a strong brand – a combination of brand awareness, perceived quality, loyalty and brand associations.
· Brand equity creation and how everyone benefits (physicians, patients and company’s)
· Those factors of change that can lead to a paradigm shift within a market.
· The evolution of modern brand management and where we are heading.
· ‘Losec® and Lipitor®’ case studies.
· Reference to the published work of Aaker, Kapferer, Chandler, Owen and Moss.
What will you be able to do afterwards?
· Be able to identify strong brands from weak ones.
· Grasp the four asset categories that make up brand equity.
· Appreciate that brand equity creates value for the customer and the company.
· Diagnose the factors of change within a therapy area which allow you to drive stronger differentiation and therefore competitive advantage.
· Discuss how far your own organization has gone in implementing strategic brand management and what would be the next steps.
Who should take this course:
Brand Managers, Market Researchers, Advertising Account Executives, aspiring global and local marketers as well as more experienced practitioners wishing to progress to strategic instructor led courses.
What will you do during the course?
The course is web based and self paced, split into easy digestible sections with quizzes for immediate feedback. There is a mixture of self reading (limited to 15 minutes maximum at 240 wpm), watching video presentations, listening to audio presentations, reviewing case studies, taking interactive quizzes and completing work assignments.
Language:English
Delivery method: Web based delivery available 24 x 7. Two versions are available depending upon the speed of your work network or home internet connection. The standard course uses fast streaming audio and video. Alternatively an audio only version is available on request which is suited to slower connections.
Duration: 1.0-1.5 hours.
Agenda:Two sessions make up this 1.0-1.5 hour course, each follows a similar overall agenda.
· Welcome and preview.
· Main course elements.
· Interactive quizzes with immediate feedback.
· Review of learning’s and what should now be done differently.
· Case studies and work assignments to put theory into practice.
Download a PDF of this course page: > Download PDF
To buy please follow this link: > Buy course
This course contains two modules (Modules 2.1 and 2.2) which were originally prepared as part of a foundation brand marketing course. Customer feedback requested that they were split into shorter courses and as such represent fantastic value, all 10 modules can still be purchased together as the foundation bundle.
Registration fees: Estimated price £149 - or the equivalent rate in your chosen currency.