Brand Therapy
eBook - ePub

Brand Therapy

15 Techniques for Creating Brand Strategy in Pharma and Medtech

  1. 200 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Brand Therapy

15 Techniques for Creating Brand Strategy in Pharma and Medtech

About this book

The pharma and medtech sectors are evolving rapidly, driven by science, technology, economics, politics and globalization. In the new industry landscape, creating strong brand strategies is ever more difficult and ever more vital.
Brand Therapy gives pharma and medtech brand teams the tools to understand their market, create strong strategies and translate them into actionable plans. Written in 16 short, easy chapters, it is essential reading for anyone who works in or with brand teams in the life sciences industry.

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Yes, you can access Brand Therapy by Brian Smith in PDF and/or ePUB format, as well as other popular books in Business & Pharmaceutical, Biotechnology & Healthcare Industry. We have over one million books available in our catalogue for you to explore.

Table of contents

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. Contents
  5. Introduction
  6. Chapter 1: Strong brand strategies use the right tools: An overview of the brand teamā€™s toolkit
  7. Chapter 2: Strong brand strategies are about the customer: Using the Customer-Centric Market Definition to frame your analysis
  8. Chapter 3: Strong brand strategies are decisive: Using Druckerā€™s Definition to clarify your brand strategy
  9. Chapter 4: Strong brand strategies are tested: Using Brand Strategy Diagnostics to test and improve your strategy
  10. Chapter 5: Strong brand strategies are aligned to the market: Using SWOT Alignment to guide your brand strategy
  11. Chapter 6: Strong brand strategies are based in reality: Using Reality Filters to gain strategic objectivity
  12. Chapter 7: Strong brand strategies are focused: Using the Focus Matrix to guide complex strategies
  13. Chapter 8: Strong brand strategies are your own: Using Value Chain Comparison to identify your firmā€™s distinctive strengths and weaknesses
  14. Chapter 9: Strong brand strategies overcome the competition: Using Competitive Pressure Analysis to identify competitive threats and opportunities
  15. Chapter 10: Strong brand strategies understand the customer: Using Contextual Segmentation to identify opportunities and threats from customer differences
  16. Chapter 11: Strong brand strategies compete in the future: Using Emergent Properties Analysis to identify future opportunities and threats
  17. Chapter 12: Strong brand strategies anticipate the market: Using the Product Category Life Cycle to predict customer and competitor behaviour
  18. Chapter 13: Strong brand strategies are built on insight: Using the Hypothesis Loop to see what your competitors donā€™t
  19. Chapter 14: Strong brand strategies create value: Using the Concentric Value Proposition to translate strategy into activities
  20. Chapter 15: Strong brand strategies are measured: Using 3L Metrics to improve brand strategy implementation
  21. Chapter 16: Strong brand strategies are understood: Using the Wedge Brand Plan Structure to communicate your brand strategy
  22. Appendix: Further reading