Preface, Chapter 1. Branding History, The Pharmaceutical Product Attribute Trap, Products, Not Brands Chapter 2. What Is Branding? What Is a Strong Brand? Markets That Change, Classic Brand Management, Modern Brand Management, Career Paths in Marketing Chapter 3. Brand Hierarchy, Other Brand Extension Strategies, Product Brand Differentiators, Why Manage a Pharmaceutical Brand Portfolio? Providing Focus for Business Development and Alliances, Chapter 4. Corporate Brand, What Does a Corporate Brand Stand For? Relevance of a Corporate Brand in Pharmaceuticals, Leveraging Corporate Brands, Downside of Corporate Brands, Chapter 5. The Franchise Brand, Pharmaceutical Franchises, Advantages of Owning a Real Franchise, Franchises An Underused Opportunity? Who Should Be Building Franchise Brands? Chapter 6. Developing Brands, Global Branding, Are the Driving Forces the Same in Pharmaceuticals? Attitudes Toward Global Brands, Global Brands in Pharmaceuticals, Direct-to-Consumer Advertising (DTCa), The Internet, Pharmaceutical Branding Complexity, Chapter 7. Product Brand Longevity, Consumer Experience, Distributor Own Brands and Generics, Brand Decline Chapter 8. Sustaining a Product Brand Over Time, Pharmaceutical Brand Life Determinants, Chapter 9. The Pharmaceutical Industry Brand, Why Do People Prefer Tobacco Companies to Pharmaceutical Companies? Victims or Creators of Our Own Destiny? Chapter 10. The Pharmaceutical Business Model The Blockbuster Model: What Have We Learned? Blurring Segmentation Between Pharmaceuticals, Biotech, and Generic Models, Strategy Decisions Taking Decades to Pay Off, Complexity of Brand Communication Increasing, The Answer? Conclusions
