Brand therapy : 15 techniques for creating brand strategy in pharma and medtech / Brian D. Smith
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TextPublication details: Great Britain : Practical Inspiration Publishing, c2018Description: viii, 202 pages : color illustrations ; 21 cmISBN: 9781788600057Subject(s): PHARMACEUTICAL INDUSTRTY -- MARKETINGLOC classification: RM 301.25 .2018
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LRC - Main | National University - Manila | Pharmacy | General Circulation | GC RM 301.25 .S65 2018 (Browse shelf (Opens below)) | c.1 | Available | NULIB000018941 |
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| GC RM 301.25 .P47 2015 Peptide chemistry and drug design / | GC RM 301.25 .R93 2008 Real world drug discovery : a chemist's guide to biotech and pharmaceutical research / | GC RM 301.25 .S64 2017 Special topics in drug discovery / | GC RM 301.25 .S65 2018 Brand therapy : 15 techniques for creating brand strategy in pharma and medtech / | GC RM 301.28 .B37 2004 Basic & clinical pharmacology / | GC RM 301.28 .B37 2012 c.1 Basic and clinical pharmacology / | GC RM 301.28 .B37 2012 c.2 Basic and clinical pharmacology / |
Introduction -- Chapter 1: Strong brand strategies use the right tools: An overview of the brand team’s toolkit -- Chapter 2: Strong brand strategies are about the customer: Using the Customer-Centric Market Definition to frame your analysis. -- Chapter 3: Strong brand strategies are decisive: Using Drucker’s Definition to clarify your brand strategy -- Chapter 4: Strong brand strategies are tested: Using Brand Strategy Diagnostics to test and improve your strategy -- Chapter 5: Strong brand strategies are aligned to the market: Using SWOT Alignment to guide your brand strategy. -- Chapter 6: Strong brand strategies are based in reality: Using Reality Filters to gain strategic objectivity -- Chapter 7: Strong brand strategies are focused: Using the Focus Matrix to guide complex strategies -- Chapter 8: Strong brand strategies are your own: Using Value Chain Comparison to identify your firm’s distinctive strengths and weaknesses. -- Chapter 9: Strong brand strategies overcome the competition: Using Competitive Pressure Analysis to identify competitive threats and opportunities -- Chapter 10: Strong brand strategies understand the customer: Using Contextual Segmentation to identify opportunities and threats from customer differences. -- Chapter 11: Strong brand strategies compete in the future: Using Emergent Properties Analysis to identify future opportunities and threats -- Chapter 12: Strong brand strategies anticipate the market: Using the Product Category Life Cycle to predict customer and competitor behaviour. -- Chapter 13: Strong brand strategies are built on insight: Using the Hypothesis Loop to see what your competitors don’t -- Chapter 14: Strong brand strategies create value: Using the Concentric Value Proposition to translate strategy into activities. -- Chapter 15: Strong brand strategies are measured: Using 3L Metrics to improve brand strategy implementation. -- Chapter 16: Strong brand strategies are understood: Using the Wedge Brand Plan Structure to communicate your brand strategy.
Brand Therapy is a “how to” book for brand teams in the pharma and medtech sectors. It describes when and how to use a selection of strategic planning tools.
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