According to Lea Katsanis, PhD, Marketing Professor at Concordia University's John Molson School of Business, developing a strong brand personality is an important way that pharmaceutical marketers can increase brand loyalty, brand trust, and ultimately brand equity.
Dr, Katsanis recently published results of a study that investigated the existence of prescription drug brand personalities as perceived by consumers in the Journal of Consumer Marketing. She was a guest on Pharma Marketing Talk on February 14, 2014, where she discussed the results of that study.
This article summarizes the results of the study.
Subjects include (partial list)
Download the full text PDF file here:
- Defining Brand Personality
- Research Methodology
- Competence & Innovativeness
- What About Niche Brands?
- The Dark Side of Brand Personality Positioning
- Corporate Reputation of Pharma - The Patient Perspective