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What is the Importance of Brand Architecture in Pharmaceutical Marketing?

December 15, 2018 0 Comment

Companies sometimes want to reduce the number of brands that they market. This process is known as “Brand rationalization”, some companies tend to create more brands and prod­uct variations within a brand than Economies of scale would indicate.

Sometimes, they will create a specific service or product brand for each market that they target. In the case of product branding, this may be to gain retail shelf space-(and reduce the amount of shelf space allocated to competing brand). A company may decide to rationalize their portfolio of brands from time to time to gain production and marketing efficiency, or to rationalize a brand portfolio as part of corporate restructuring.

A recurring challenge for brand managers is to build a consistent brand while keeping its massage fresh and relevant. An older brand identity may be misaligned to a redefined target market, a restated corporate vision.

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