brand-name drug companies: Topics by WorldWideScience.org

Sample records for brand-name drug companies

Factors influencing consumer purchasing patterns of generic versus brand name over-the-counter drugs.

Science.gov (United States)

Kohli, Erol; Buller, Allison

2013-02-01

US consumers spend more than $20 billion/year on over-the-counter (OTC) drugs. Although generic and brand name OTC drugs share the same active ingredients and undergo the same rigorous Food and Drug Administration approval process, brand name formulations continue to lead the OTC drug market with a higher market share. There is a limited amount of publicly available information regarding consumer perceptions and awareness about generic and brand name OTC drugs. The main objective of this research was to understand what factors influence US consumers to purchase generic versus brand name OTC drugs. The researchers used a 20-question, self-administered, multiple-choice survey to collect data on the factors influencing consumers' preferences for generic versus brand name OTC drugs. Results revealed that the single most influential factor for participants when purchasing OTC drugs was lower cost. Although economic factors play an important role in influencing consumers to choose generic formulations, a variety of other factors including advertisements, duration of the OTC effectiveness, severity of sickness, preferable form of OTC medication, safety of the OTC, relief of multiple symptoms, and preferred company will persuade others to pay more for brand name drugs. Ultimately, increased awareness and use of generic OTC drugs may result in substantial cost savings for consumers.
Product-line extensions and pricing strategies of brand-name drugs facing patent expiration.

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Hong, Song Hee; Shepherd, Marvin D; Scoones, David; Wan, Thomas T H

2005-01-01

This study proposed an alternative to brand loyalty as the explanation for the continued price rigidity of patent-expired brand-name prescription drugs despite the increase in market entry of generic drugs facilitated by the 1984 Drug Price Competition and Patent Term Restoration Act. Study hypotheses were to test (1) whether market entries of new-product extensions are associated with market success of original brand-name drugs before generic drug entry, and (2) whether original brand-name drugs exhibit price rigidity to generic entry only when they are extended. The design is a retrospective follow-up study for the prescription drug brands that lost their patents between 1987 and 1992. The drug brands were limited to nonantibiotic, orally administered drugs containing only 1 active pharmaceutical ingredient. Information on patent expiration, entry of a product extension, and market success were determined from the U.S. Food and Drug Administration.s Orange Book, First DataBank, and American Druggist, respectively. Market success was defined as whether an original drug brand was listed in the top 100 prescriptions most frequently dispensed before facing generic entry. Product-line extension was defined as the appearance of another product that a company introduces within the same market after its existing product. Drug prices were average wholesale prices from the Drug Topics Red Book. The relationship between product-line extension and market success was examined using a logistic regression analysis. The price rigidity to entry was tested using a panel regression analysis. A total of 27 drug brands lost their patents between 1987 and 1992. Drug brands that achieved market success were 16 times more likely to be extended than were those that did not (OR=16, 95% confidence interval, 2.12-120.65). The price rigidity to entry existed in drug brands with extensions (beta=2.65%, P new product-line extension introduced for an original brand helps the original price be
Exploration of approaches to adjusting brand-name drug prices in Mainland of China: based on comparison and analysis of some brand-name drug prices of Mainland and Taiwan, China.

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Weng, Geng; Han, Sheng; Pu, Run; Pan, Wynn H T; Shi, Luwen

2014-01-01

Under the circumstance of the New Medical Reform in Mainland of China, lowering drug prices has become an approach to relieving increase of medical expenses, and lowering brand-name medication price is a key strategy. This study, by comparing and analyzing brand-name medication prices between Mainland of China and Taiwan, explores how to adjust brand-name medication prices in Mainland of China in the consideration of the drug administrative strategies in Taiwan. By selecting brand-name drug with generic name and dose types matched in Mainland and Taiwan, calculate the average unit price and standard deviation and test it with the paired t-test. In the mean time, drug administrative strategies between Mainland and Taiwan are also compared systematically. Among the 70 brand-name medications with generic names and matched dose types, 54 are at higher prices in Mainland of China than Taiwan, which is statistically significant in t-test. Also, among the 47 medications with all of matched generic names, dose types, and manufacturing enterprises, 38 are at higher prices in Mainland than Taiwan, and the gap is also statistically significant in t-test. In Mainland of China, brand-name medication took cost-plus pricing and price-based price adjustment, while in Taiwan, brand-name medication took internal and external reference pricing and market-based price adjustment. Brand-name drug prices were higher in Mainland of China than in Taiwan. The adjustment strategies of drug prices are scientific in Taiwan and are worth reference by Mainland of China.
Generic versus brand-name drugs used in cardiovascular diseases.

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Manzoli, Lamberto; Flacco, Maria Elena; Boccia, Stefania; D'Andrea, Elvira; Panic, Nikola; Marzuillo, Carolina; Siliquini, Roberta; Ricciardi, Walter; Villari, Paolo; Ioannidis, John P A

2016-04-01

This meta-analysis aimed to compare the efficacy and adverse events, either serious or mild/moderate, of all generic versus brand-name cardiovascular medicines. We searched randomized trials in MEDLINE, Scopus, EMBASE, Cochrane Controlled Clinical Trial Register, and ClinicalTrials.gov (last update December 1, 2014). Attempts were made to contact the investigators of all potentially eligible trials. Two investigators independently extracted and analyzed soft (including systolic blood pressure, LDL cholesterol, and others) and hard efficacy outcomes (including major cardiovascular adverse events and death), minor/moderate and serious adverse events. We included 74 randomized trials; 53 reported ≥1 efficacy outcome (overall sample 3051), 32 measured mild/moderate adverse events (n = 2407), and 51 evaluated serious adverse events (n = 2892). We included trials assessing ACE inhibitors (n = 12), anticoagulants (n = 5), antiplatelet agents (n = 17), beta-blockers (n = 11), calcium channel blockers (n = 7); diuretics (n = 13); statins (n = 6); and others (n = 3). For both soft and hard efficacy outcomes, 100 % of the trials showed non-significant differences between generic and brand-name drugs. The aggregate effect size was 0.01 (95 % CI -0.05; 0.08) for soft outcomes; -0.06 (-0.71; 0.59) for hard outcomes. All but two trials showed non-significant differences in mild/moderate adverse events, and aggregate effect size was 0.07 (-0.06; 0.20). Comparable results were observed for each drug class and in each stratified meta-analysis. Overall, 8 serious possibly drug-related adverse events were reported: 5/2074 subjects on generics; 3/2076 subjects on brand-name drugs (OR 1.69; 95 % CI 0.40-7.20). This meta-analysis strengthens the evidence for clinical equivalence between brand-name and generic cardiovascular drugs. Physicians could be reassured about prescribing generic cardiovascular drugs, and health care organization about endorsing their wider
Branding a business name

Directory of Open Access Journals (Sweden)

Bulatović Ivan

2016-01-01

Full Text Available The process of globalization, international businesses, as well as competitive markets imposed the companies (large ones, as well as the others to position in the required market. Making profit, which is the basic aim of every company, in such market environment can only be achieved by demonstrating distinct characteristics of a company, the characteristics which distinguish it from others with the same or similar activities. Historical and analysis of the current market have shown that being recognizable in the multitude of similar companies is a huge challenge, but also one of the main preconditions for successful operations. The moment a company is registered it acquires a specific identity primarily owing to its business name, which distinguishes it from other companies during that first period. Practically at the same time, the company starts creating its image or goodwill by means of several distinctive ways. One of them is branding business name or corporate branding. However, apart from large benefits, companies may also have big difficulties and risks in the same process as well.
[Three types of brand name loyalty strategies set up by drug manufacturers].

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PréMont, Marie-Claude; Gagnon, Marc-André

2014-11-01

The recent restructuring of the pharmaceutical industry has led to three new types of promotional strategies to build patient loyalty to brand name drugs: loyalty through rebates, patient support, and compassion programs. Loyalty through rebates seeks to keep patients on a brand name drug and prevent their switch to the generic equivalent. Loyalty through patient support provides aftersales services to help and support patients (by phone or home visits) in order to improve adherence to their treatments. Finally, compassion programs offer patients access to drugs still awaiting regulatory approval or reimbursement by insurers. When and if the approval process is successful, the manufacturer puts an end to the compassion program and benefits from a significant cohort of patients already taking a very expensive drug for which reimbursement is assured. The impact of these programs on public policies and patients' rights raises numerous concerns, among which the direct access to patients and their health information by drug manufacturers and upward pressure on costs for drug insurance plans.
Brand-Name Prescription Drug Use Among Diabetes Patients in the VA and Medicare Part D: A National Comparison

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Gellad, Walid F.; Donohue, Julie M.; Zhao, Xinhua; Mor, Maria K.; Thorpe, Carolyn T.; Smith, Jeremy; Good, Chester B.; Fine, Michael J.; Morden, Nancy E.

2013-01-01

Background Medicare Part D and the Department of Veterans Affairs (VA) use different approaches to manage prescription drug benefits, with implications for spending. Medicare relies on private plans with distinct formularies, whereas VA administers its own benefit using a national formulary. Objective To compare overall and regional rates of brand-name drug use among older adults with diabetes in Medicare and VA. Design Retrospective cohort Setting Medicare and VA Patients National sample in 2008 of 1,061,095 Part D beneficiaries and 510,485 Veterans age 65+ with diabetes. Measurements Percent of patients on oral hypoglycemics, statins, and angiotensin-converting-enzyme inhibitors/angiotensin-receptor-blockers who filled brand-name drugs and percent of patients on long-acting insulin who filled analogues. We compared sociodemographic and health-status adjusted hospital referral region (HRR) brand-name use to examine local practice patterns, and calculated changes in spending if each system’s brand-name use mirrored the other. Results Brand-name use in Medicare was 2–3 times that of VA: 35.3% vs. 12.7% for oral hypoglycemics, 50.7% vs. 18.2% for statins, 42.5% vs. 20.8% for angiotensin-converting-enzyme inhibitors/angiotensin-receptor-blockers, and 75.1% vs. 27.0% for insulin analogues. Adjusted HRR brand-name statin use ranged (5th to 95th percentile) from 41.0%–58.3% in Medicare and 6.2%–38.2% in VA. For each drug group, the HRR at the 95th percentile in VA had lower brand-name use than the 5th percentile HRR in Medicare. Medicare spending in this population would have been $1.4 billion less if brand-name use matched the VA for these medications. Limitation This analysis cannot fully describe the factors underlying differences in brand-name use. Conclusions Medicare beneficiaries with diabetes use 2–3 times more brand-name drugs than a comparable group within VA, at substantial excess cost. Primary Funding Sources VA; NIH; RWJF PMID:23752663
Impact of Spacing of Practice on Learning Brand Name and Generic Drugs.

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Terenyi, James; Anksorus, Heidi; Persky, Adam M

2018-02-01

Objective. To test the impact of schedules of retrieval practice on learning brand and generic name drug information in a self-paced course. Methods. Students completed weekly quizzes on brand and generic name conversions for 100 commonly prescribed drugs. Each student completed part of the drug list on a schedule of equal, expanding, or contracting spacing, one practice (massed) or study only in a partial block design. Results. On measures of long-term retention, the contracting spacing schedule led to superior retention (67%) compared to the massed practice (50%) and study-only condition (46%); contracting practice also was significantly higher than expanding practice (58%,) or equal practice (59%). Overall performance decreased by almost 50% (final exam 95%, long-term retention 55%) over a 6-week period. Conclusion. A contracting spacing schedule was the most effective schedule of practice, and all spacing schedules were superior to massed practice or study-only conditions.
Clinical equivalence of generic and brand-name drugs used in cardiovascular disease: a systematic review and meta-analysis.

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Kesselheim, Aaron S; Misono, Alexander S; Lee, Joy L; Stedman, Margaret R; Brookhart, M Alan; Choudhry, Niteesh K; Shrank, William H

2008-12-03

Use of generic drugs, which are bioequivalent to brand-name drugs, can help contain prescription drug spending. However, there is concern among patients and physicians that brand-name drugs may be clinically superior to generic drugs. To summarize clinical evidence comparing generic and brand-name drugs used in cardiovascular disease and to assess the perspectives of editorialists on this issue. Systematic searches of peer-reviewed publications in MEDLINE, EMBASE, and International Pharmaceutical Abstracts from January 1984 to August 2008. Studies compared generic and brand-name cardiovascular drugs using clinical efficacy and safety end points. We separately identified editorials addressing generic substitution. We extracted variables related to the study design, setting, participants, clinical end points, and funding. Methodological quality of the trials was assessed by Jadad and Newcastle-Ottawa scores, and a meta-analysis was performed to determine an aggregate effect size. For editorials, we categorized authors' positions on generic substitution as negative, positive, or neutral. We identified 47 articles covering 9 subclasses of cardiovascular medications, of which 38 (81%) were randomized controlled trials (RCTs). Clinical equivalence was noted in 7 of 7 RCTs (100%) of beta-blockers, 10 of 11 RCTs (91%) of diuretics, 5 of 7 RCTs (71%) of calcium channel blockers, 3 of 3 RCTs (100%) of antiplatelet agents, 2 of 2 RCTs (100%) of statins, 1 of 1 RCT (100%) of angiotensin-converting enzyme inhibitors, and 1 of 1 RCT (100%) of alpha-blockers. Among narrow therapeutic index drugs, clinical equivalence was reported in 1 of 1 RCT (100%) of class 1 antiarrhythmic agents and 5 of 5 RCTs (100%) of warfarin. Aggregate effect size (n = 837) was -0.03 (95% confidence interval, -0.15 to 0.08), indicating no evidence of superiority of brand-name to generic drugs. Among 43 editorials, 23 (53%) expressed a negative view of generic drug substitution. Whereas evidence does not
Prescription for fairness: a new approach to tort liability of brand-name and generic drug manufacturers.

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Rostron, Allen

2011-02-01

Over the past two decades, courts have consistently ruled that the manufacturer of a brand-name prescription drug cannot be liable for injuries suffered by those taking generic imitations of its product. This meant that a patient injured by a generic drug could have no remedy at all because in many instances the generic drug manufacturer would escape liability on the ground that it did not produce any information on which the patient's doctor relied. It was a perplexing dilemma. The generic drug manufacturer made the product that the plaintiff received, the brand-name manufacturer produced all of the information the patient's doctor saw, and neither manufacturer could be held liable even if each acted negligently. The California Court of Appeal recently issued a stunning decision in which it concluded that a brand-name drug manufacturer could be liable to a plaintiff who took a generic version of its product. The reaction to the decision has been overwhelmingly negative. Commentators have condemned the decision as one of the worst rulings made by any court in recent years. Judges around the country have dismissed it as a misguided aberration from the otherwise strong judicial consensus on the issue. Although the decision has been the subject of scathing criticism, this Article argues that the California court's ruling actually represents the first time that a court has properly examined this issue. In addition, the Article points out some weaknesses in the California court's reasoning and proposes a novel general framework for analyzing the liability of brand-name and generic drug manufacturers.
Association of Industry Payments to Physicians With the Prescribing of Brand-name Statins in Massachusetts.

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Yeh, James S; Franklin, Jessica M; Avorn, Jerry; Landon, Joan; Kesselheim, Aaron S

2016-06-01

Pharmaceutical industry payments to physicians may affect prescribing practices and increase costs if more expensive medications are prescribed. Determine the association between industry payments to physicians and the prescribing of brand-name as compared with generic statins for lowering cholesterol. Cross-sectional linkage of the Part D Medicare prescriptions claims data with the Massachusetts physicians payment database including all licensed Massachusetts physicians who wrote prescriptions for statins paid for under the Medicare drug benefit in 2011. The exposure variable was a physician's industry payments as listed in the Massachusetts database. The outcome was the physician's rate of prescribing brand-name statins. We used linear regression to analyze the association between the intensity of physicians' industry relationships (as measured by total payments) and their prescribing practices, as well as the effects of specific types of payments. Among the 2444 Massachusetts physicians in the Medicare prescribing database in 2011, 899 (36.8%) received industry payments. The most frequent payment was for company-sponsored meals (n = 639 [71.1%]). Statins accounted for 1 559 003 prescription claims; 356 807 (22.8%) were for brand-name drugs. For physicians with no industry payments listed, the median brand-name statin prescribing rate was 17.8% (95% CI, 17.2%-18.4%). For every $1000 in total payments received, the brand-name statin prescribing rate increased by 0.1% (95% CI, 0.06%-0.13%; P associated with a 4.8% increase in the rate of brand-name prescribing (P = .004); other forms of payments were not. Industry payments to physicians are associated with higher rates of prescribing brand-name statins. As the United States seeks to rein in the costs of prescription drugs and make them less expensive for patients, our findings are concerning.
Brand Suicide? Memory and Liking of Negative Brand Names.

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Guest, Duncan; Estes, Zachary; Gibbert, Michael; Mazursky, David

2016-01-01

Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to non-negative brand names, negative brand names and their associated logos are better recognised. Studies 2 and 3 demonstrate that negative valence of a brand name tends to have a detrimental influence on product evaluation with evaluations worsening as negative valence increases. However, evaluation is also dependent on brand name arousal, with high arousal brand names resulting in more positive evaluations, such that moderately negative brand names are equally as attractive as some non-negative brand names. Study 3 shows evidence for affective habituation, whereby the effects of negative valence reduce with repeated exposures to some classes of negative brand name.
Brand Suicide? Memory and Liking of Negative Brand Names

Science.gov (United States)

Guest, Duncan; Estes, Zachary; Gibbert, Michael; Mazursky, David

2016-01-01

Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to non-negative brand names, negative brand names and their associated logos are better recognised. Studies 2 and 3 demonstrate that negative valence of a brand name tends to have a detrimental influence on product evaluation with evaluations worsening as negative valence increases. However, evaluation is also dependent on brand name arousal, with high arousal brand names resulting in more positive evaluations, such that moderately negative brand names are equally as attractive as some non-negative brand names. Study 3 shows evidence for affective habituation, whereby the effects of negative valence reduce with repeated exposures to some classes of negative brand name. PMID:27023872
‘The influence of the Brand name to Brand’s success’

OpenAIRE

Dr. Vassilis Angelis; Dr. Irini Rigopoulou

2003-01-01

Many questions related to the contribution and the role of the name of the Brand as a company asset, have not been explicitly answered through empirical research. This specific study attempts to provide some answers to these questions. Through the hypotheses tested, we came to the conclusion that the name is perceived by the executives as the most important defining element of the Brand (among others specified) and that the contribution of the Brand name to particular criteria of Brand succes...
BRAND NAMING: SOUND SYMBOLISM, BRAND PREFERENCE AND BRAND PERFORMANCE

Directory of Open Access Journals (Sweden)

Alina Catalina Duduciuc

2015-01-01

Full Text Available The aim of this study is to highlight the importance of sound symbolism for Romanian marketing and advertising applied research. Previous research showed that the phonetic structure of brand name communicates its characteristics, i.e. it drives consumers to assess certain features and performance of the product. We assumed that when consumers encounter an unknown brand name, they automatically infer characteristics from the meaning conveyed by the sounds (e.g. phonemes. Therefore, we supposed that a brand name for a shampoo (artificially created on experimental purpose containing back vowels is evaluated better by consumers when they compare it to another brand name with front vowels. Furthermore, we tested the influence of the stops and fricatives consonants in inferring certain attributes of product. To this end, fifty nine students (N=59 participated in a research based on questionnaire. The results revealed that subjects evaluated better the brand names containing back vowels than brand names with front vowel. No effect was obtained regarding the presence of stops and fricatives consonants in assessing the brand performance.
Responsiveness to physicians' requests for information concerning drug interactions: a comparison of brand and generic companies.

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Thomas, M; Lexchin, J

1990-01-01

Research-based pharmaceutical companies maintain that there are important differences between themselves and their generic competitors. Prominent among them is an alleged greater ability to provide accurate and rapid responses to requests from physicians for information about drug products. This study evaluates pharmaceutical company behavior with regard to these issues. Two drug-drug interactions were identified, along with all of the companies in Canada marketing any of the four drugs involved. Each company received a letter describing symptoms suggestive of an interaction in a patient taking its particular product and the relevant second drug. The companies were asked if they were aware of any evidence of an interaction involving the two drugs. They were also asked to provide references regarding the interaction. Responses were received from all companies contacted except one. There were no significant differences (in the hypothesized direction) between the generic and brand companies with regard to either the accuracy or promptness of the response, or the usefulness of the references cited. On the contrary, generic firms were markedly quicker to respond than were brand manufacturers. The latter were slightly more likely to acknowledge evidence of an adverse drug interaction, and to provide useful references to relevant published research.
Comparison of the effectiveness of brand-name and generic antipsychotic drugs for treating patients with schizophrenia in Taiwan.

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Hsu, Chih-Wei; Lee, Sheng-Yu; Wang, Liang-Jen

2018-03-01

The purpose of this nationwide population-based study is to compare the long-term effectiveness of brand-name antipsychotics with generic antipsychotics for treating schizophrenia. We identified patients with schizophrenia who were prescribed antipsychotics from a random sample of one million records from Taiwan's National Health Insurance database, observed between January 1, 2000 and December 31, 2012. Only those with no prior use of antipsychotics for at least 180days were included. We selected patients who were prescribed brand-name risperidone (N=404), generic risperidone (N=145), brand-name sulpiride (N=334), or generic sulpiride (N=991). The effectiveness of the treatments researched in this study consisted of average daily doses, rates of treatment discontinuation, augmentation therapy, and psychiatric hospitalization. We found that compared to patients treated with generic risperidone, those treated with brand-name risperidone required lower daily doses (2.14mg vs. 2.61mg). However, the two groups demonstrated similar rates of treatment discontinuation, augmentation, and psychiatric hospitalization. On the other hand, in comparison with patients prescribed generic sulpiride, those treated with brand-name sulpiride not only required lower daily doses (302.72mg vs. 340.71mg) but also had lower psychiatric admission rates (adjusted hazard ratio: 0.24, 95% confidence interval: 0.10-0.56). In conclusion, for both risperidone and sulpiride, higher daily doses of the respective generic drugs were prescribed than with brand-name drugs in clinical settings. Furthermore, the brand-name sulpiride is more effective at preventing patients from hospitalization than generic sulpiride. These findings can serve as an important reference for clinical practices and healthcare economics for treating schizophrenic patients. Copyright © 2017 Elsevier B.V. All rights reserved.
A comparison of the intrasubject variation in drug exposure between generic and brand-name drugs: a retrospective analysis of replicate design trials.

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Yu, Yang; Teerenstra, Steven; Neef, Cees; Burger, David; Maliepaard, Marc

2016-04-01

The aim of the present study was to investigate whether differences in total and peak drug exposure upon generic substitution are due to differences between formulations or to intrasubject pharmacokinetic variability of the active substance. The study was designed as a retrospective reanalysis of existing studies. Nine replicate design bioequivalence studies representing six drug classes - i.e. for alendronate, atorvastatin, cyclosporin, ebastine, exemestane, mycophenolate mofetil, and ropinirole - were retrieved from the Dutch Medicines Regulatory Authority. In most studies, the intrasubject variability in total and peak drug exposure was comparable for the brand-name [in the range 0.01-0.24 for area under the concentration-time curve (AUCt ) and 0.02-0.29 for peak plasma concentration (Cmax ) on a log scale] and generic (0.01-0.23 for AUCt and 0.08-0.33 for Cmax ) drugs, and was comparable with the intrasubject variability upon switching between those drugs (0.01-0.23 for AUCt and 0.06-0.33 for Cmax ). The variance related to subject-by-formulation interaction could be considered negligible (-0.069 to 0.047 for AUCt and -0.091 to 0.02 for Cmax ). In the investigated studies, the variation in total and peak exposure seen when a patient is switched from a brand-name to a generic drug is comparable with that seen following repeated administration of the brand-name drug in the patient. Only the intrasubject variability seems to play a crucial and decisive role in the variation in drug exposure seen; no additional formulation-dependent variation in exposure is observed upon switching. Thus, our data support that, for the medicines that were included in the present investigation, from a clinical pharmacological perspective, the benefit-risk balance of a generic drug is comparable with that of the brand-name drug. © 2015 The British Pharmacological Society.
Untangling the brand name from the branded entity

OpenAIRE

Round, Griff; Roper, Stuart

2015-01-01

Purpose\\ud – The purpose of this study is to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time.\\ud \\ud Design/methodology/approach\\ud –...
Cisplatin-induced hyponatremia in malignancy: comparison between brand-name and generic formulation.

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Ochi, Nobuaki; Yamane, Hiromichi; Hotta, Katsuyuki; Fujii, Hiromi; Isozaki, Hideko; Honda, Yoshihiro; Yamagishi, Tomoko; Kubo, Toshio; Tanimoto, Mitsune; Kiura, Katsuyuki; Takigawa, Nagio

2014-01-01

Widespread use of generic drugs is considered to be indispensable if reductions in total health care costs are to be achieved, but the market share of such drugs remains low. In general, generic drugs have the same active ingredients as brand-name drugs, but this is not always the case. Thus, toxicity profiles may vary when brand-name and generic drugs are compared. We retrospectively investigated the incidence of hyponatremia in patients receiving brand-name cisplatin (CDDP) and a generic counterpart thereof. We reviewed the medical records of patients treated with brand-name CDDP (n=53) and a generic formulation (n=26), and compared the incidences of hyponatremia and renal toxicity. Toxicities were graded using the Common Terminology Criteria for Adverse Events, version 4.0. Differences between groups were evaluated using the Student's t-test, and the odds ratio for hyponatremia was estimated via logistic regression analysis. Serum creatinine levels after chemotherapy increased significantly in both the brand-name and generic CDDP groups; no significant difference was evident between the two groups. Hyponatremia of grade 3 or above developed in 30.7% of the generic CDDP group compared to 15.1% of the brand-name CDDP group (P=0.011). Multivariate analysis showed that the use of generic CDDP increased the incidence of hyponatremia (odds ratio =5.661, 95% confidence interval =1.403-22.839; P=0.015). Oncologists should be aware that use of a generic CDDP might be associated with more hyponatremia than would use of brand-name CDDP.

Comparative effectiveness of generic versus brand-name antiepileptic medications.

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Gagne, Joshua J; Kesselheim, Aaron S; Choudhry, Niteesh K; Polinski, Jennifer M; Hutchins, David; Matlin, Olga S; Brennan, Troyen A; Avorn, Jerry; Shrank, William H

2015-11-01

The objective of this study was to compare treatment persistence and rates of seizure-related events in patients who initiate antiepileptic drug (AED) therapy with a generic versus a brand-name product. We used linked electronic medical and pharmacy claims data to identify Medicare beneficiaries who initiated one of five AEDs (clonazepam, gabapentin, oxcarbazepine, phenytoin, zonisamide). We matched initiators of generic versus brand-name versions of these drugs using a propensity score that accounted for demographic, clinical, and health service utilization variables. We used a Cox proportional hazards model to compare rates of seizure-related emergency room (ER) visit or hospitalization (primary outcome) and ER visit for bone fracture or head injury (secondary outcome) between the matched generic and brand-name initiators. We also compared treatment persistence, measured as time to first 14-day treatment gap, between generic and brand-name initiators. We identified 19,760 AED initiators who met study eligibility criteria; 18,306 (93%) initiated a generic AED. In the matched cohort, we observed 47 seizure-related hospitalizations and ER visits among brand-name initiators and 31 events among generic initiators, corresponding to a hazard ratio of 0.53 (95% confidence interval, 0.30 to 0.96). Similar results were observed for the secondary clinical endpoint and across sensitivity analyses. Mean time to first treatment gap was 124.2 days (standard deviation [sd], 125.8) for brand-name initiators and 137.9 (sd, 148.6) for generic initiators. Patients who initiated generic AEDs had fewer adverse seizure-related clinical outcomes and longer continuous treatment periods before experiencing a gap than those who initiated brand-name versions. Copyright © 2015 Elsevier Inc. All rights reserved.
27 CFR 5.34 - Brand names.

Science.gov (United States)

2010-04-01

... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Brand names. 5.34 Section... Spirits § 5.34 Brand names. (a) Misleading brand names. No label shall contain any brand name, which... officer finds that such brand name (when appropriately qualified if required) conveys no erroneous...
Country-of-origin and brand reputation effects on brand equity. Can a strong brand name strengthen or reverse country-of-origin effects on brand equity?

OpenAIRE

Sanfilippo, Marie

2017-01-01

Masteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 2017 The concept of country-of-origin has been extensively studied with the apparition of multinational companies separating and outsourcing their operations worldwide. It has been established that country-of-origin has an impact on brand equity mediated by four dimensions, namely brand awareness, brand associations, perceived quality and brand loyalty. The purpose of this study is to examine ...
27 CFR 7.23 - Brand names.

Science.gov (United States)

2010-04-01

... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Brand names. 7.23 Section... Beverages § 7.23 Brand names. (a) General. The product shall bear a brand name, except that if not sold under a brand name, then the name of the person required to appear on the brand label shall be deemed a...
Medication persistence and the use of generic and brand-name blood pressure-lowering agents.

Science.gov (United States)

Corrao, Giovanni; Soranna, Davide; La Vecchia, Carlo; Catapano, Alberico; Agabiti-Rosei, Enrico; Gensini, Gianfranco; Merlino, Luca; Mancia, Giuseppe

2014-05-01

Because of their lower cost, healthcare systems recommend physicians to prefer generic products, rather than brand-name medicaments. There is then considerable interest and debate concerning safety and effectiveness of generic products. Few studies have compared patients treated with brand-name and generic drugs for adherence to treatment, with somewhat inconsistent results. The primary objective of this study was to compare the risk of discontinuing antihypertensive drug therapy in patients treated with generic or brand-name agents. The 101,618 beneficiaries of the Healthcare system of Lombardy, Italy, aged 18 years or older who were newly treated on monotherapy with antihypertensive generic or brand-name drugs during 2008, were followed until the earliest date among those of the occurrence of treatment discontinuation to whatever antihypertensive drug therapy (outcome), or censoring (death, emigration, 12 months after treatment initiation). Hazard ratios of discontinuation associated with starting on generic or brand-name products (intention-to-treat analysis), and incidence rate ratio of discontinuation during periods on generic and brand-name products (as-treated analysis) were respectively estimated from a cohort and self-controlled case series analyses. Patients who started on generics did not experience a different risk of discontinuation compared with those starting on brand-name agents (hazard ratio: 1.00; 95% confidence interval 0.98-1.02). Discontinuation did not occur with different rates during periods covered by generics or brand-name agents (incidence rate ratio: 1.01; 95% confidence interval 0.96-1.11) within the same individuals. A number of sensitivity and subgroup analyses confirmed the robustness of these findings. Generic products are not responsible for the high rate of discontinuation from antihypertensive drug therapy. Assuming therapeutic equivalence, clinical implication is of prescribing generic drug therapies.
Brand Reputation and the Cost of Capital: Evidence of Adopting a Brand Name as the Corporate Name

OpenAIRE

YiLin Wu

2011-01-01

This paper studies how the capital market perceives brand name adoption. I distinguish between brand adoption and radical type of corporate name change. A brand adoption name change occurs when the firm adopts one of its well-established brands as its new corporate name and a radical type occurs when the new name is semantically unrelated to firm history. Improved profitability and increased net investment accompany brand name adoption. After controlling for changes in the competing informati...
Evaluation of Patient Assistance Program Eligibility and Availability for Top 200 Brand Name and Generic Drugs in the United States

Directory of Open Access Journals (Sweden)

Chin-Fun Chu

2012-01-01

Full Text Available One strategy to encourage uninsured and underinsured patients' compliance with medication regimen is to refer them to pharmaceutical industry-sponsored patient assistance programs (PAPs. In order to receive the requested medications, patients should be qualified based on the program eligibility requirements. The purpose of this study was to examine PAP eligibility criteria for the most commonly dispensed prescriptions in the United States. We identified 136 unique chemical entities in the Top 200 drug list and 111 (82% of these pharmaceutical products were offered by PAPs. Among the available medications, 69 (62% were brand name; 29 (26% were generic, and 13 (12% had both brand name/generic forms. In terms of the availability of types of drugs (brand name vs. generic provided by PAPs, differences in PAP eligibility requirements were found for citizenship (p < 0.001, permanent residency (p < 0.001, and prescription drug coverage (p< 0.001, but not for income limits (p= 0.051. Overall, PAPs could help low-income patients to obtain necessary medications; however, U.S. citizenship/permanent residency and restriction on prescription coverage are more likely to be required for brand name drugs rather than for generics. PAPs also provide some options for the underinsured and those with private insurance or Medicare Part D plan that offers inadequate prescription coverage. Type: Original Research
Evaluation of Patient Assistance Program Eligibility and Availability for Top 200 Brand Name and Generic Drugs in the United States

Directory of Open Access Journals (Sweden)

Chin-Fun Chu

2012-01-01

Full Text Available One strategy to encourage uninsured and underinsured patients’ compliance with medication regimen is to refer them to pharmaceutical industry–sponsored patient assistance programs (PAPs. In order to receive the requested medications, patients should be qualified based on the program eligibility requirements. The purpose of this study was to examine PAP eligibility criteria for the most commonly dispensed prescriptions in the United States. We identified 136 unique chemical entities in the Top 200 drug list and 111 (82% of these pharmaceutical products were offered by PAPs. Among the available medications, 69 (62% were brand name; 29 (26% were generic, and 13 (12% had both brand name/generic forms. In terms of the availability of types of drugs (brand name vs. generic provided by PAPs, differences in PAP eligibility requirements were found for citizenship (p < 0.001, permanent residency (p < 0.001, and prescription drug coverage (p< 0.001, but not for income limits (p= 0.051. Overall, PAPs could help low-income patients to obtain necessary medications; however, U.S. citizenship/permanent residency and restriction on prescription coverage are more likely to be required for brand name drugs rather than for generics. PAPs also provide some options for the underinsured and those with private insurance or Medicare Part D plan that offers inadequate prescription coverage.
PRN 2002-X Draft: False or Misleading Pesticide Product Brand Name

Science.gov (United States)

This notice provides guidance to registrants and distributors on pesticide product brand names that may be false or misleading, either by themselves or in association with particular company names or trademarks. It is a draft.
Similarity between generic and brand-name antihypertensive drugs for primary prevention of cardiovascular disease: evidence from a large population-based study.

Science.gov (United States)

Corrao, Giovanni; Soranna, Davide; Merlino, Luca; Mancia, Giuseppe

2014-10-01

Although generic and earlier brand-name counterparts are bioequivalent, their equivalence in preventing relevant clinical outcomes is of concern. To compare effectiveness of generic and brand-name antihypertensive drugs for preventing the onset of cardiovascular (CV) outcomes. A population-based, nested case-control study was carried out by including the cohort of 78 520 patients from Lombardy (Italy) aged 18 years or older who were newly treated with antihypertensive drugs during 2005. Cases were the 2206 patients who experienced a hospitalization for CV disease from initial prescription until 2011. One control for each case was randomly selected from the same cohort that generated cases. Logistic regression was used to model the CV risk associated with starting on and/or continuing with generic or brand-name agents. There was no evidence that patients who started on generics experienced different CV risk than those on brand-name product (OR 0·86; 95% CI 0·63-1·17). Patients at whom generics were main dispensed had not significantly difference in CV outcomes than those mainly on brand-name agents (OR 1·19; 95% CI 0·86-1·63). Compared with patients who kept initial brand-name therapy, those who experienced brand-to-generic or generic-to-brand switches, and those always on generics, did not show differential CV risks, being the corresponding ORs (and 95% CIs), 1·18 (0·96-1·47), 0·87 (0·63-1·21) and 1·08 (0·80-1·46). Our findings do not support the notion that brand-name antihypertensive agents are superior to generics for preventing CV outcomes in the real-world clinical practice. © 2014 Stichting European Society for Clinical Investigation Journal Foundation.
27 CFR 4.33 - Brand names.

Science.gov (United States)

2010-04-01

... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Brand names. 4.33 Section... THE TREASURY LIQUORS LABELING AND ADVERTISING OF WINE Labeling Requirements for Wine § 4.33 Brand names. (a) General. The product shall bear a brand name, except that if not sold under a brand name...
Functional Measurement Analysis of Brand Equity: Does Brand Name affect Perceptions of Quality?

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James Shanteau

2010-01-01

Full Text Available This research project used Functional Measurement to examine how the brand name of consumer products impacts intended purchasing decisions. Thirty undergraduate students tested actual products from three different product categories (crayons, tissues, and tortilla chips. Each product category consisted of three different brands; one with high brand value, one with medium, and one with low brand (generic value. For each brand, there were five conditions: 1 the product with the correct brand name; 2 the product with a switched brand name; 3 the product with another switched brand name; 4 the product alone with no brand name; and 5 the brand name alone with no product. Participants were unaware that products had been switched. After trying each product, participants rated their likelihood to purchase on a 9-point Likert scale: 1 being "definitely would not buy" and 9 being "definitely would buy." Results revealed that perceptions of quality were dependent on both perceived product quality and brand name. Unexpectedly, results also showed that the strength of the brand equity effect is dependent on product type, e.g., chips showed the strongest brand effect. For most product categories, main effects and interactions were significant. Functional measurement analyses revealed that brand name effects were independent of product quality. In conclusion, the brand name associated with a product led people to evaluate quality of that product as either higher or lower depending on the strength of the brand name.
HIV/AIDS drugs for Sub-Saharan Africa: how do brand and generic supply compare?

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Colleen V Chien

Full Text Available BACKGROUND: Significant quantities of antiretroviral drugs (ARVs to treat HIV/AIDS have been procured for Sub-Saharan Africa for the first time in their 20-year history. This presents a novel opportunity to empirically study the roles of brand and generic suppliers in providing access to ARVs. METHODOLOGY/PRINCIPAL FINDINGS: An observational study of brand and generic supply based on a dataset of 2,162 orders of AIDS drugs for Sub-Saharan Africa reported to the Global Price Reporting Mechanism at the World Health Organization from January 2004-March 2006 was performed. Generic companies supplied 63% of the drugs studied, at prices that were on average about a third of the prices charged by brand companies. 96% of the procurement was of first line drugs, which were provided mostly by generic firms, while the remaining 4%, of second line drugs, was sourced primarily from brand companies. 85% of the generic drugs in the sample were manufactured in India, where the majority of the drugs procured were ineligible for patent protection. The remaining 15% was manufactured in South Africa, mostly under voluntary licenses provided by brand companies to a single generic company. In Sub-Saharan African countries, four first line drugs in the dataset were widely patented, however no general deterrent to generic purchasing based on a patent was detected. CONCLUSIONS/SIGNIFICANCE: Generic and brand companies have played distinct roles in increasing the availability of ARVs in Sub-Saharan Africa. Generic companies provided most of the drugs studied, at prices below those charged by brand companies, and until now, almost exclusively supplied several fixed-dose combination drugs. Brand companies have supplied almost all second line drugs, signed voluntary licenses with generic companies, and are not strictly enforcing patents in certain countries. Further investigation into how price reductions in second line drugs can be achieved and the cheapest drugs can
Are generic and brand-name statins clinically equivalent? Evidence from a real data-base.

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Corrao, Giovanni; Soranna, Davide; Arfè, Andrea; Casula, Manuela; Tragni, Elena; Merlino, Luca; Mancia, Giuseppe; Catapano, Alberico L

2014-10-01

Use of generic drugs can help contain drug spending. However, there is concern among patients and physicians that generic drugs may be clinically inferior to brand-name ones. This study aimed to compare patients treated with generic and brand-name statins in terms of therapeutic interruption and cardiovascular (CV) outcomes. 13,799 beneficiaries of the health care system of Lombardy, Italy, aged 40 years or older who were newly treated with generic or brand-name simvastatin during 2008, were followed until 2011 for the occurrence of two outcomes: 1) therapeutic discontinuation and 2) hospitalization for CV events. Hazard ratios (HR) associated with use of generic or brand-name at starting therapy (intention-to-treat analysis) and during follow-up (as-treated analysis) were estimated by fitting proportional hazard Cox models. A Monte-Carlo sensitivity analysis was performed to account for unmeasured confounders. Patients who started on generic did not experience a different risk of discontinuation (HR: 0.98; 95% CI 0.94 to 1.02) nor of CV outcomes (HR: 0.98; 95% CI 0.79 to 1.22) from those starting on brand-name. Patients who spent >75% of time of follow-up with statin available on generics did not experience a different risk of discontinuation (HR: 0.94; 95% CI 0.87 to 1.01), nor of CV outcomes (HR: 1.06; 95% CI 0.83 to 1.34), compared with those who mainly or only used brand-name statin. Our findings do not support the notion that in the real world clinical practice brand-name statins are superior to generics for keeping therapy and preventing CV outcomes. Copyright © 2014. Published by Elsevier B.V.
Clinical and economic consequences of treating patients with peripheral neuropathic pain with brand name or generic drugs in routine clinical practice: The effects of age and sex.

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Navarro-Artieda, R; Rejas-Gutiérrez, J; Pérez-Paramo, M; Sicras-Mainar, A

2018-04-01

We aimed to analyse the effects of age and sex on pain and cost for patients with chronic peripheral neuropathic pain (PNP) who have started treatment with brand name gabapentin versus generic gabapentin (EFG). We conducted a retrospective multicentre study using electronic medical records (EMR) for patients of both sexes, older than 18, who began treatment with brand name or generic gabapentin. Adherence (medication possession ratio [MPR]), persistence, use of healthcare resources, cost, and pain reduction were measured for one year. We analysed 1369 EMRs [61.1% women; mean age 64.6 (15.9), 52.4%≥65 years]; 400 used brand name drugs while 969 used generic gabapentin. Persistence and adherence were higher in patients using brand name gabapentin (7.3 vs 6.3 months, Pbrand-name gabapentin in both age groups (brand treatment showed greater pain relief: 13.5% (10.9-16.2) and 10.8% (8.2-13.5) in brand name medication showed greater persistence and adherence to treatment than those taking generic drugs. Brand name treatment also involved lower healthcare costs, and greater pain relief. Copyright © 2016 Sociedad Española de Neurología. Publicado por Elsevier España, S.L.U. All rights reserved.
Phonaesthemes and sound symbolism in Swedish brand names

OpenAIRE

Abelin, Åsa

2015-01-01

This study examines the prevalence of sound symbolism in Swedish brand names. A general principle of brand name design is that effective names should be distinctive, recognizable, easy to pronounce and meaningful. Much money is invested in designing powerful brand names, where the emotional impact of the names on consumers is also relevant and it is important to avoid negative connotations. Customers prefer brand names, which say something about the product, as this reduces product uncertaint...
48 CFR 411.170 - Brand name or equal.

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2010-10-01

... 48 Federal Acquisition Regulations System 4 2010-10-01 2010-10-01 false Brand name or equal. 411... ACQUISITION PLANNING DESCRIBING AGENCY NEEDS Selecting and Developing Requirements Documents 411.170 Brand name or equal. (a) A “brand name or equal” purchase description shall include the following type of...
48 CFR 52.211-6 - Brand name or equal.

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2010-10-01

... 48 Federal Acquisition Regulations System 2 2010-10-01 2010-10-01 false Brand name or equal. 52....211-6 Brand name or equal. As prescribed in 11.107(a), insert the following provision: Brand Name or Equal (AUG 1999) (a) If an item in this solicitation is identified as “brand name or equal,” the...
Brand values for consumers and companies

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Veljković Saša

2010-01-01

Full Text Available In contemporary business management, which is characterized by intense competitive pressure, marketing is getting more and more dominant role. Companies on the market are more exposed to competitive pressure due to the growing number of suppliers (bidders and substitutive products on the home market, and increase of foreign competition due to the world economy globalization. The success of marketing tools usage largely depends on the expected financial effects realization, as well as the survival of company on the market does, both in long and short terms. Brand marketing is a useful tool in modern business environment and it is an important source of competitive advantage. The concept and essence of brand have been significantly changed recently, compared to the period of twenty or more years ago. Brand is no more considered as just a label or sign, it is a tool that creates value for consumers and significantly contributes to improving the competitive position on the market. In brand creating process one should start from the elements that influence the creation of value for consumers and to consistently apply mechanisms to maximize the function of the brand on the market and enable companies to achieve maximum impact in terms of achievement of competitive advantage. It is important at the same time, in the respect of analysis of the financial payback investment in brand creating, to conceder brand impacts on the financial performance of the company. The aim of this paper is to point out the role, importance and concept of brand in modern marketing, and to highlight the role and way of creating value for consumers with help of the brand, which contributes to improving the competitive position and points out the brand influence on the financial performance of companies.
48 CFR 852.211-73 - Brand name or equal.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 5 2010-10-01 2010-10-01 false Brand name or equal. 852... Brand name or equal. As prescribed in 811.104-71, insert the following clause: Brand Name or Equal (JAN 2008) (Note: As used in this clause, the term “brand name” includes identification of products by make...

48 CFR 1852.210-70 - Brand name or equal.

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2010-10-01

... 48 Federal Acquisition Regulations System 6 2010-10-01 2010-10-01 true Brand name or equal. 1852... 1852.210-70 Brand name or equal. As prescribed in 1810.011-70(a), insert the following provision: Brand Name or Equal (DEC 1988) (a) As used in this provision, “brand name” means identification of products...
48 CFR 1910.004-70 - Brand name products or equal.

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2010-10-01

... 48 Federal Acquisition Regulations System 6 2010-10-01 2010-10-01 true Brand name products or... GOVERNORS ACQUISITION PLANNING SPECIFICATIONS, STANDARDS, AND OTHER PURCHASE DESCRIPTIONS 1910.004-70 Brand... below. (b) Citing brand name products. Brand name or equal purchase descriptions shall cite all brand...
77 FR 189 - Federal Acquisition Regulation; Brand-Name Specifications

Science.gov (United States)

2012-01-03

... 2006-0020, Sequence 26] RIN 9000-AK55 Federal Acquisition Regulation; Brand-Name Specifications... Management and Budget memoranda on brand-name specifications. DATES: Effective Date: February 2, 2012. FOR... brand- name specifications. Eight respondents submitted 32 comments in response to the interim rule. The...
48 CFR 2811.104-70 - Brand-name or equal description.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 6 2010-10-01 2010-10-01 true Brand-name or equal... 2811.104-70 Brand-name or equal description. When a brand-name or equal description is used, the clause set forth in 2852.211-70, Brand-name or Equal, shall be inserted into the solicitation. ...
Phonaesthemes and sound symbolism in Swedish brand names

Directory of Open Access Journals (Sweden)

Åsa Abelin

2015-01-01

Full Text Available This study examines the prevalence of sound symbolism in Swedish brand names. A general principle of brand name design is that effective names should be distinctive, recognizable, easy to pronounce and meaningful. Much money is invested in designing powerful brand names, where the emotional impact of the names on consumers is also relevant and it is important to avoid negative connotations. Customers prefer brand names, which say something about the product, as this reduces product uncertainty (Klink, 2001. Therefore, consumers might prefer sound symbolic names. It has been shown that people associate the sounds of the nonsense words maluma and takete with round and angular shapes, respectively. By extension, more complex shapes and textures might activate words containing certain sounds. This study focuses on semantic dimensions expected to be relevant to product names, such as mobility, consistency, texture and shape. These dimensions are related to the senses of sight, hearing and touch and are also interesting from a cognitive linguistic perspective. Cross-modal assessment and priming experiments with pictures and written words were performed and the results analysed in relation to brand name databases and to sound symbolic sound combinations in Swedish (Abelin, 1999. The results show that brand names virtually never contain pejorative, i.e. depreciatory, consonant clusters, and that certain sounds and sound combinations are overrepresented in certain content categories. Assessment tests show correlations between pictured objects and phoneme combinations in newly created words (non-words. The priming experiment shows that object images prime newly created words as expected, based on the presence of compatible consonant clusters.
English Shop Signs and Brand Names

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Parvaneh Khosravizadeh

2016-07-01

Full Text Available The present study tries to investigate the people’s attitude to the use of English words in TV commercials, brand-naming and shop signs in Iran and specifically in Tehran where due to the fact that it is the capital, more English might be used for the sake of foreigners. The widespread use of English shop signs and English brand names for recently produced goodsdrove the researchers to investigate peoples’ attitude as consumers from two aspects of age and education. To reach the research goal, a questionnaire was devised and distributed to 100 people at random selection probing their attitudes while considering two factors of age and education. The result of the research will mostly benefit sociolinguists and business marketers.Keywords: age, education, advertising, brand-naming, shop signs, globalization
The Impact of Brand Awareness on Companies` Marketing Strategies

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Alexandra Zaif

2016-07-01

Full Text Available Within this paper,we will try to emphasize the importance of brand awareness and its significant role in brand-building,discussing how companies implementing brand-awareness marketing strategies will have a substantial role in creating brand image,strenghten brand equity and increase profitability . Firstly,we will conduct an empirical research based on previous published literature concerning brand awareness and will discuss the effectiveness of marketing strategies that incorporate in their objectives brand awareness increase,acknowledging its impact on significant factors such as brand image ,sales increase,influencing customer behaviour and other important equity-related aspects.We will try to corroborate our statements by referring to a marketing strategy designed to enhance brand awareness and stimulate other brand-equity dimensions (brand association,brand loyalty,etc.,as well as generate higher sales revenues , namely sponsorship and we will discuss a particular category,respectively sponsorship in the sports industry.The study case wil be concluded with an example of a succesfull partnership involving a sponsorship agreement between a reputable multinational food and beverage corporation,PepsiCo(known for famous products such as Pepsi soft drinks and foods such as Lay`s Chips and one of the most important events expected by football enthusiasts around the world,the UEFA Champions` League annual tournament.
Letter-case information and the identification of brand names.

Science.gov (United States)

Perea, Manuel; Jiménez, María; Talero, Fernanda; López-Cañada, Soraya

2015-02-01

A central tenet of most current models of visual-word recognition is that lexical units are activated on the basis of case-invariant abstract letter representations. Here, we examined this assumption by using a unique type of words: brand names. The rationale of the experiments is that brand names are archetypically printed either in lowercase (e.g., adidas) or uppercase (e.g., IKEA). This allows us to present the brand names in their standard or non-standard case configuration (e.g., adidas, IKEA vs. ADIDAS, ikea, respectively). We conducted two experiments with a brand-decision task ('is it a brand name?'): a single-presentation experiment and a masked priming experiment. Results in the single-presentation experiment revealed faster identification times of brand names in their standard case configuration than in their non-standard case configuration (i.e., adidas faster than ADIDAS; IKEA faster than ikea). In the masked priming experiment, we found faster identification times of brand names when they were preceded by an identity prime that matched its standard case configuration than when it did not (i.e., faster response times to adidas-adidas than to ADIDAS-adidas). Taken together, the present findings strongly suggest that letter-case information forms part of a brand name's graphemic information, thus posing some limits to current models of visual-word recognition. © 2014 The British Psychological Society.
48 CFR 452.211-70 - Brand Name or Equal.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 4 2010-10-01 2010-10-01 false Brand Name or Equal. 452... FORMS SOLICITATION PROVISIONS AND CONTRACT CLAUSES Texts of Provisions and Clauses 452.211-70 Brand Name or Equal. As prescribed in 411.171, insert the following provision: Brand Name or Equal (NOV 1996...
Brand management of Slovenian export companies

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Aleksandra Pisnik Korda

2008-07-01

Full Text Available This paper describes the characteristics of brand management in the context of the companies in Slovenia that are intensively engaged in the internationalization of their business operations. Using a sample of the 200 largest export companies in Slovenia, it explores the impact of internationalized business operations on the marketing mix component strategies to identify the most frequent internal and external hindrances to the internationalization that exert influence on the companies’ most important brands. The paper also analyzes the importance of long-term experience and knowledge of the market in the consolidation of brand effectiveness and the companies’ reputation and ascertains whether the companies with a higher level of internationalization employ a larger number of less tangible brand performance criteria than those with a lower level of internationalization.
48 CFR 2852.211-70 - Brand-name or equal.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 6 2010-10-01 2010-10-01 true Brand-name or equal. 2852... Forms SOLICITATION PROVISIONS AND CONTRACT CLAUSES Text of Provisions and Clauses 2852.211-70 Brand-name or equal. As prescribed in 2811.104-70, insert the following clause: Brand-Name or Equal (JAN 1985...
The Association of Industry Payments to Physicians with Prescription of Brand-Name Intranasal Corticosteroids.

Science.gov (United States)

Morse, Elliot; Fujiwara, Rance J T; Mehra, Saral

2018-06-01

Objectives To examine the association of industry payments for brand-name intranasal corticosteroids with prescribing patterns. Study Design Cross-sectional retrospective analysis. Setting Nationwide. Subjects and Methods We identified physicians prescribing intranasal corticosteroids to Medicare beneficiaries 2014-2015 and physicians receiving payment for the brand-name intranasal corticosteroids Dymista and Nasonex. Prescription and payment data were linked by physician, and we compared the proportion of prescriptions written for brand-name intranasal corticosteroids in industry-compensated vs non-industry-compensated physicians. We associated the number and dollar amount of industry payments with the relative frequency of brand-name prescriptions. Results In total, 164,587 physicians prescribing intranasal corticosteroids were identified, including 7937 (5%) otolaryngologists; 10,800 and 3886 physicians received industry compensation for Dymista and Nasonex, respectively. Physicians receiving industry payment for Dymista prescribed more Dymista as a proportion of total intranasal corticosteroid prescriptions than noncompensated physicians (3.1% [SD = 9.6%] vs 0.2% [SD = 2.5%], respectively, P association was stronger in otolaryngologists than general practitioners ( P brand-name intranasal corticosteroids is significantly associated with prescribing patterns. The magnitude of association may depend on physician specialty and the drug's time on the market.
48 CFR 1910.004-72 - Solicitations, brand name or equal descriptions.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 6 2010-10-01 2010-10-01 true Solicitations, brand name... 1910.004-72 Solicitations, brand name or equal descriptions. (a) An entry substantially as follows... which a brand name or equal purchase description applies. Bidding on: Manufacturer's Name: Brand: No...
77 FR 3636 - Federal Acquisition Regulation; Brand-Name Specifications; Correction

Science.gov (United States)

2012-01-25

... 26] RIN 9000-AK55 Federal Acquisition Regulation; Brand-Name Specifications; Correction AGENCY... Regulation (FAR) to implement the Office of Management and Budget memoranda on brand-name specifications, FAR Case 2005-037, Brand-Name Specifications, which published in the Federal Register at 77 FR 189 on...
Postabsorption concentration peaks with brand-name and generic verapamil: a double-blind, crossover study in elderly hypertensive patients.

Science.gov (United States)

Saseen, J J; Porter, J A; Barnette, D J; Bauman, J L; Zajac, E J; Carter, B L

1997-06-01

The pharmacokinetic actions, bioequivalence, and cardiovascular effects of two verapamil products were studied in a randomized, double-blind, crossover study in eight elderly hypertensive patients (median age, 69.5 years; range, 60-79 years) given brand-name or generic immediate-release verapamil in 120-mg twice-daily doses for 14 days. Blood pressures, heart rates, P-R intervals; and serum concentrations of R-/S-verapamil and norverapamil were measured multiple times in patients during the last day of each therapy. Median blood pressure decreased more with generic verapamil than with the brand-name drug, with the largest difference occurring at 0.5 hours (137/74 mmHg versus 144.5/80.5 mmHg; P = 0.05 and 0.091, respectively). Pharmacokinetic parameters were not different for the two products (P generic product, compared with the brand-name drug, had mean area under the concentration-time curve (time 0 to 12 hours) ratios (90% CI) of 1.09 (0.78-1.52), 1.16 (0.87-1.55) and 1.11 (0.81-1.52) for R-, S-, and total verapamil. Seventy concentration peaks (31 with the brand-name drug, 39 with the generic drug) appeared between 8 and 24 hours. Median percentages of increase of these peaks, compared with those of previous concentrations, were 48.3% and 36.3% for brand-name and generic drugs, respectively. Fifty of the 70 peaks (71%) were associated with a stereospecific concentration peak of norverapamil and, temporally, with meals. Our findings suggest that whereas the two verapamil products may not be bioequivalent by Food and Drug Administration criteria, the observed differences in effects were not clinically significant in this elderly population. Multiple concentration peaks after absorption were observed in all patients with both verapamil products and were perhaps related to enterohepatic recirculation.
Brand-name drug, generic drug, orphan drug. Pharmacological therapy with biosimilar drugs - provision of due diligence in the treatment process.

Science.gov (United States)

Zajdel, Justyna; Zajdel, Radosław

2013-01-01

Due diligence in the process of provision of healthcare services refers, among other elements, to the application of pharmacological therapy at a time which offers the greatest chance for a successful outcome of treatment, i.e. for achieving the optimum expected effect understood as an improvement in the patient's health, reduction of health risks or elimination of the disease. However, due diligence may also refer to actions aimed at ensuring that neither the patient nor the healthcare payer is required to incur unreasonable costs in the process of treatment. The validity of that statement stems not only from normative acts but also from ethical standards laid down in the Medical Code of Ethics (Article 57 section 2). It often happens that the provision of optimal treatment calls for deviations from the formal provisions included in Summary Product Characteristics (SPCs), and the application of drugs that are bioequivalent to reference drugs, which translates into a significant reduction of costs. The present study addresses the problem of acceptability of a specific form of drug substitution consisting in the replacement of a reference drug with a generic drug. Also explored are legal aspects associated with the possibility of therapy based on "off-label use". The study reviews normative acts existing in the Polish and EU legislation. It also provides a clear definition of orphan drug, which has made it possible to make a distinction and investigate mutual relations between the concepts of brand-name (reference) drug, orphan drug and generic drug.
Brand name changes help health care providers win market recognition.

Science.gov (United States)

Keesling, G

1993-01-01

As the healthcare industry continues to recognize the strategic implications of branding, more providers will undertake an identity change to better position themselves in competitive markets. The paper examines specific healthcare branding decisions, the reasons prompting brand name decisions and the marketing implications for a change in brand name.
International marketing brand image

Directory of Open Access Journals (Sweden)

Kadijević Đorđe M.

2002-01-01

Full Text Available The brand is at same time a name, mark, symbol, design of their combination. In contributes to the identification and differentiation of a market product, product mix or company. The brand none exists solely in the communication and through the communication with consumers. The brand being as preferred, leads to the familiarity with the consumer who insists on buying it. In marketing communication, the brand name announces its uniqueness and permanent identity. Owning one's own brand contributes to the creation of company's positive and strong image -communicational target and profit - economic target.
Influence of premium versus value brand names on the smoking experience in a plain packaging environment: an experimental study.

Science.gov (United States)

Skaczkowski, Gemma; Durkin, Sarah; Kashima, Yoshihisa; Wakefield, Melanie

2017-01-16

To examine the effect of branding, as indicated by brand name, on evaluation of the cigarette smoking experience. Between-subjects and within-subjects experimental study. Participants were randomly allocated to smoke a cigarette from a pack featuring a premium brand name and a cigarette from a pack featuring a value brand name. Within each condition, participants unknowingly smoked two identical cigarettes (either two premium or two value cigarettes). Australia, October 2014, 2 years after tobacco plain packaging implementation. 81 current cigarette smokers aged 19-39 years. From apparently premium and value brand-name packs, 40 smokers were allocated to smoke the same actual premium cigarettes and 41 were allocated to smoke the same actual value cigarettes. Experienced taste (flavour, satisfaction, enjoyment, quality, liking, mouthfeel and aftertaste), harshness, dryness, staleness, harm/strength measures (strength, tar, lightness, volume of smoke), draw effort and purchase intent. Cigarettes given a premium brand name were rated as having a better taste, were less harsh and less dry than identical cigarettes given a value brand name. This pattern was observed irrespective of whether the two packs actually contained premium or value cigarettes. These effects were specific: the brand name did not influence ratings of cigarette variant attributes (strength, tar, volume of smoke, lightness and draw effort). Despite the belief that brand names represent genuine differences between cigarette products, the results suggest that at least some of this perceived sensory difference is attributable to brand image. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/.
An ERP-study of brand and no-name products.

Science.gov (United States)

Thomas, Anika; Hammer, Anke; Beibst, Gabriele; Münte, Thomas F

2013-11-23

Brands create product personalities that are thought to affect consumer decisions. Here we assessed, using the Go/No-go Association Task (GNAT) from social psychology, whether brands as opposed to no-name products are associated with implicit positive attitudes. Healthy young German participants viewed series of photos of cosmetics and food items (half of them brands) intermixed with positive and negative words. In any given run, one category of goods (e.g., cosmetics) and one kind of words (e.g., positive) had to be responded to, whereas responses had to be withheld for the other categories. Event-related brain potentials were recorded during the task. Unexpectedly, there were no response-time differences between congruent (brand and positive words) and incongruent (brand and negative words) pairings but ERPs showed differences as a function of congruency in the 600-750 ms time-window hinting at the existence of implicit attitudes towards brand and no-name stimuli. This finding deserves further investigation in future studies. Moreover, the amplitude of the late positive component (LPC) was found to be enhanced for brand as opposed to no-name stimuli. Congruency effects suggest that ERPs are sensitive to implicit attitudes. Moreover, the results for the LPC imply that pictures of brand products are more arousing than those of no-name products, which may ultimately contribute to consumer decisions.

Creating Brand Awareness Through Event Marketing : The Off-Field Competition of Sportswear Companies in the Olympics

OpenAIRE

Marmbrandt, Malin; Dolge, Laura

2012-01-01

Date: May 30, 2012 University: Mälardalen University, Sweden Program: MIMA- International Marketing Course Name: Master Thesis (EFO705) Title: Creating Brand Awareness Through Event Marketing The Off-Field Competition of Sportswear Companies in the Olympics Authors: Laura Dolge and Malin Marmbrandt Purpose: The purpose of this paper is to research how companies are promoting themselves efficiently to increase brand awareness through advertisement in major sporting events, through viral...
Comparative analysis of the cost and effectiveness of generic and brand-name antibiotics: the case of uncomplicated urinary tract infection.

Science.gov (United States)

Lin, Yu-Shiuan; Jan, I-Shiow; Cheng, Shou-Hsia

2017-03-01

Generic medications used for chronic diseases are beneficial in containing healthcare costs and improving drug accessibility. However, the effects of generic drugs in acute and severe illness remain controversial. This study aims to investigate treatment costs and outcomes of generic antibiotics prescribed for adults with a urinary tract infection in outpatient settings. The data source was the Longitudinal Health Insurance Database of Taiwan. We included outpatients aged 20 years and above with a urinary tract infection who required one oral antibiotic for which brand-name and generic products were simultaneously available. Drug cost and overall healthcare expense of the index consultation, healthcare cost during a 42-day follow-up period, and treatment failure rates were the main dependent variables. Data were compared between brand-name and generic users from the entire cohort and a propensity score-matched samples. Results from the entire cohort and propensity score-matched samples were similar. Daily antibiotic cost was significantly lower among generic users than brand-name users. Significant lower total drug claims of the index consultation only existed in patients receiving the investigated antibiotics, while the drug price between brand-name and generic versions were relatively large (e.g., >50%). The overall healthcare cost of the index consultation, healthcare expenditure during a 42-day follow-up period, and treatment failure rates were similar between the two groups. Compared with those treated with brand-name antibiotics, outpatients who received generic antibiotics had equivalent treatment outcomes with lower drug costs. Generic antibiotics are effective and worthy of adoption among outpatients with simple infections indicating oral antibiotic treatment. Copyright © 2016 John Wiley & Sons, Ltd. Copyright © 2016 John Wiley & Sons, Ltd.
Brand-name drug, generic drug, orphan drug. Pharmacological therapy with biosimilar drugs – provision of due diligence in the treatment process

Science.gov (United States)

Zajdel, Justyna

2013-01-01

Due diligence in the process of provision of healthcare services refers, among other elements, to the application of pharmacological therapy at a time which offers the greatest chance for a successful outcome of treatment, i.e. for achieving the optimum expected effect understood as an improvement in the patient's health, reduction of health risks or elimination of the disease. However, due diligence may also refer to actions aimed at ensuring that neither the patient nor the healthcare payer is required to incur unreasonable costs in the process of treatment. The validity of that statement stems not only from normative acts but also from ethical standards laid down in the Medical Code of Ethics (Article 57 section 2). It often happens that the provision of optimal treatment calls for deviations from the formal provisions included in Summary Product Characteristics (SPCs), and the application of drugs that are bioequivalent to reference drugs, which translates into a significant reduction of costs. The present study addresses the problem of acceptability of a specific form of drug substitution consisting in the replacement of a reference drug with a generic drug. Also explored are legal aspects associated with the possibility of therapy based on “off-label use”. The study reviews normative acts existing in the Polish and EU legislation. It also provides a clear definition of orphan drug, which has made it possible to make a distinction and investigate mutual relations between the concepts of brand-name (reference) drug, orphan drug and generic drug. PMID:24592133
48 CFR 811.104-70 - Brand name or equal purchase descriptions.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 5 2010-10-01 2010-10-01 false Brand name or equal... Requirements Documents 811.104-70 Brand name or equal purchase descriptions. (a) The specification writer may use purchase descriptions that contain references to one or more brand name products only in...
To brand or not to brand

DEFF Research Database (Denmark)

Andersen, Lone Schreiber; Brunsø, Karen

2002-01-01

When consumers recognise the Irma-girl, the yellow arches of McDonald's or the logo of Arla Foods, they react to the 'branding' of the company.E ven though many people have already heard of branding, only a minority are able to define the concept.A 'brand' can be a number of things: a name...
Phonotactic probability of brand names: I'd buy that!

Science.gov (United States)

Vitevitch, Michael S; Donoso, Alexander J

2012-11-01

Psycholinguistic research shows that word-characteristics influence the speed and accuracy of various language-related processes. Analogous characteristics of brand names influence the retrieval of product information and the perception of risks associated with that product. In the present experiment we examined how phonotactic probability-the frequency with which phonological segments and sequences of segments appear in a word-might influence consumer behavior. Participants rated brand names that varied in phonotactic probability on the likelihood that they would buy the product. Participants indicated that they were more likely to purchase a product if the brand name was comprised of common segments and sequences of segments rather than less common segments and sequences of segments. This result suggests that word-characteristics may influence higher-level cognitive processes, in addition to language-related processes. Furthermore, the benefits of using objective measures of word characteristics in the design of brand names are discussed.
Generic versus brand-name North American topical glaucoma drops.

Science.gov (United States)

Mammo, Zaid N; Flanagan, John G; James, David F; Trope, Graham E

2012-02-01

To determine whether brand-name glaucoma drops differ from generic equivalents in bottle design, viscosity, surface tension, and volume in North America. Experimental study. We studied 5 bottles each of 11 kinds of glaucoma drops. Density-based calculations of drop volume were assessed using 0.1 mg analytic balance. Viscosity was measured using rotational rheometery. Bottle tip diameter was measured using 0.05 mm Vernier calipers. Surface tension was measured using a Fisher Scientific (Ottawa, ON) tensiometer. For the American brand-name Timoptic XE, the average drop volume was 38 ± 3.1 μL versus 24 ± 1.5 μL of Timolol GFS (p brand-name Timoptic XE, the average drop volume was 42 ± 4.0 μL versus 25 ± 2 μL of timolol maleate EX (p brand-name Timoptic drop volume was 28 ± 1.4 μL versus 35 ± 1.9 μL Apo-Timop (p brand-name Timoptic delivered significantly smaller drop volumes than generic Apo-Timop. Careful consideration should be given to drop viscosity and bottle design when generic ophthalmic products are evaluated for interchangeability and market entry. Copyright © 2012 Canadian Ophthalmological Society. Published by Elsevier Inc. All rights reserved.
The Effect of Brand Awareness and Brand Trust on Consumers Sportswear Brand Extension Attitude at the Hill Fitness Center Manado

OpenAIRE

Mantik, Tirza

2013-01-01

Brand is the name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers. To introduce a product to the public, company should make a strong brand to increase the consumers' attitude of sportswear. In order to support an ad in providing information and attract the attention of the public, a company will use brand awareness and brand trust. Research objectives are to analyse the effect of brand awareness and brand trust on consumer...
Distribution and trends in outpatient utilization of generic versus brand name psychopharmaceuticals during a ten-year period in Croatia.

Science.gov (United States)

Polić-ViŽintin, Marina; Stimac, Danijela; Sostar, Zvonimir; Tripković, Ingrid

2014-08-15

Drug costs increasingly pose a burden upon the otherwise inadequate health care resources and rational drug utilization is an important segment of every national health policy. Optimal patient care should be the goal of rational pharmacotherapy, whereby the economic burden of treatment is just one of the elements to be considered on choosing appropriate therapy.The aim of this study was to determine distribution and trends in the outpatient utilization of generic versus brand name psychopharmaceuticals and to evaluate the rationality of prescribing psychopharmaceuticals during a ten-year period. Using the World Health Organization Anatomical-Therapeutic-Chemical classification/Defined Daily Doses (ATC/DDD) methodology, the number of DDD was calculated from data collected from pharmacies on the number and size of drug packages. The ratio of generic and brand name drug costs served as an indicator on assessing the rationality of drug utilization. Total cost for psychopharmaceuticals increased by 20.1%, more for brand name than for generic agents (32.7% vs. 7.4%). The highest share of generic psychopharmaceuticals as compared with brand name drugs according to DDD per 1000 inhabitants per day (DDD/1000/day) was in the group of psycholeptics (83.6% in 2001 vs. 82.2% in 2010), most in hypnotics and sedatives, and least in antipsychotics. The share of generic psychopharmaceuticals in total drug utilization according to financial indicators decreased by 9.6% and according to DDD/1000/day by 12%. The greatest decrease was in antidepressants, i.e. by 33.8% according to financial indicators and by 46% according to DDD/1000/day; and in antipsychotics by 30.9% according to DDD/1000/day, while showing an increase by 8.5% according to financial indicators. In the therapeutic subgroup of mood stabilizers, the share of generic drugs in total drug utilization declined by 32% according to DDD/1000/day, but increased by 25.1% according to financial indicators. The lack of uniform
Fluency Effects on Brand Name Recognition and Preference

DEFF Research Database (Denmark)

Erz, Antonia; Christensen, Bo

2014-01-01

Existing research has not provided a clear understanding of processing fluency effects on memory. In a laboratory experiment with novel non-words, we found a recognition advantage of fluent non-words over moderately fluent and disfluent non-words. This advantage diminished when non-words were...... presented as novel brand names in different product contexts. We further tested a preference reversal in favor of disfluency and found that disfluent brand names (non-words) were equally disliked across different products contexts. A preference reversal could be observed when fluent names were preferred...
Comparison of pharmacokinetic profiles of brand-name and generic formulations of citalopram and venlafaxine: a crossover study.

Science.gov (United States)

Chenu, Franck; Batten, Lisa A; Zernig, Gerald; Ladstaetter, Elisabeth; Hébert, Chantal; Blier, Pierre

2009-07-01

Generic drugs are lower-cost versions of patent-expired brand-name medications. Bioequivalence is decreed when the 90% confidence intervals for the ratios of the generic to the reference compound for the area under the curve and maximum plasma concentration (C(max)) fall within a 0.80 to 1.25 range. The aim of the present pilot study was to compare the pharmacokinetic profiles of brand-name and generic formulations of citalopram and extended-release venlafaxine. Effexor XR/Novo-venlafaxine XR 75 mg and Celexa/Gen-citalopram 40 mg were studied in a randomized crossover design. Healthy male volunteers took either Effexor XR or Novo-venlafaxine XR for 4 days, a 4-day washout was allowed, and then participants took the other venlafaxine formulation for 4 days. This was followed by a washout of at least 7 days. The participants then took Celexa or Gen-citalopram for 8 days, a 14-day washout was allowed, and then participants took the other citalopram formulation for 8 days. In each of the study phases, the sequence of treatment (brand-name x generic) was randomly assigned. Plasma levels of drugs were measured at fixed intervals after participants took the drugs and at steady state. The study was conducted from November 2007 through July 2008. Twelve participants completed the venlafaxine study. Nine of the participants, plus 3 new participants, were then enrolled in the citalopram study, to maintain a total of 12. The plasma levels of citalopram were similar after ingestion of the brand-name and generic drugs. After ingestion of venlafaxine, the C(max) values were 36 +/- 6 ng/mL and 52 +/- 8 ng/mL in the brand-name and generic groups, respectively. The ratio of the log-transformed values of C(max) was 150% and, therefore, not within the acceptable 80% to 125% range. The concentration of the active metabolite of venlafaxine (O-desmethyl-venlafaxine [ODV]) was also significantly increased in the generic group (+43% higher in the generic group at 3 h; +48% higher at 5 h; p
Bioequivalence and in vitro antimicrobial activity between generic and brand-name levofloxacin.

Science.gov (United States)

Sun, Hsin-Yun; Liao, Hsiao-Wei; Sheng, Meng-Huei; Tai, Hui-Min; Kuo, Ching-Hua; Sheng, Wang-Huei

2016-07-01

Generic agents play a crucial role in reducing the cost of medical care in many countries. However, the therapeutic equivalence remains a great concern. Our study aims to assess the in vitro antimicrobial activity and bioequivalence between generic and brand-name levofloxacin. Enantiomeric purity test, dissolution test, and in vitro antimicrobial susceptibility against seven clinically important pathogens by the agar dilution method were employed to assess the similarity between four generic products and brand-name levofloxacin (Daiichi Sankyo). All the generic and brand-name levofloxacin passed enantiomeric purity test. The results of dissolution tests were not similar among the generic products and the brand-name levofloxacin. Compared with the generic products, the brand-name levofloxacin had the smallest mean variations (-25% to 13%) with reference standard (United States Pharmacopeia levofloxacin Reference Standards). Variations were observed particularly in dissolution profiles and in vitro activity between generic products and brand-name levofloxacin. Copyright © 2016 Elsevier Inc. All rights reserved.
Brand name confusion: Subjective and objective measures of orthographic similarity.

Science.gov (United States)

Burt, Jennifer S; McFarlane, Kimberley A; Kelly, Sarah J; Humphreys, Michael S; Weatherall, Kimberlee; Burrell, Robert G

2017-09-01

Determining brand name similarity is vital in areas of trademark registration and brand confusion. Students rated the orthographic (spelling) similarity of word pairs (Experiments 1, 2, and 4) and brand name pairs (Experiment 5). Similarity ratings were consistently higher when words shared beginnings rather than endings, whereas shared pronunciation of the stressed vowel had small and less consistent effects on ratings. In Experiment 3 a behavioral task confirmed the similarity of shared beginnings in lexical processing. Specifically, in a task requiring participants to decide whether 2 words presented in the clear (a probe and a later target) were the same or different, a masked prime word preceding the target shortened response latencies if it shared its initial 3 letters with the target. The ratings of students for word and brand name pairs were strongly predicted by metrics of orthographic similarity from the visual word identification literature based on the number of shared letters and their relative positions. The results indicate a potential use for orthographic metrics in brand name registration and trademark law. (PsycINFO Database Record (c) 2017 APA, all rights reserved).
Analisi Pengaruh Store Name, Brand Name, Dan Price Discounts Terhadap Purchase Intentions Konsumen Infinite Tunjungan Plaza

OpenAIRE

Gunawan, Andy

2013-01-01

Andy Gunawan:SkripsiAnalisis pengaruh store name, brand name dan price discounts terhadap purchase intention konsumen infnite tunjungan plaza Di era globalisasi ini, persaingan dagang antara Perusahaan – Perusahaan baik lokal maupun global menjadi semakin ketat, oleh karena itu Perusahaan selalu berusaha untuk meningkatkan ketertarikan minat beli konsumen. Beberapa variabel yang menjadi fokus Perusahaan adalah store name, brand name, dan price discount. Tujuan penelitian ini adalah untuk meng...
48 CFR 11.104 - Use of brand name or equal purchase descriptions.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 1 2010-10-01 2010-10-01 false Use of brand name or equal....104 Use of brand name or equal purchase descriptions. (a) While the use of performance specifications is preferred to encourage offerors to propose innovative solutions, the use of brand name or equal...
27 CFR 19.643 - Brand name, kind, alcohol content, and State of distillation.

Science.gov (United States)

2010-04-01

... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Brand name, kind, alcohol... Bottle and Label Requirements Bottle Label Requirements § 19.643 Brand name, kind, alcohol content, and State of distillation. (a) Brand name and kind. The label of distilled spirits shall state the brand...
48 CFR 811.104-72 - Limited application of brand name or equal.

Science.gov (United States)

2010-10-01

... brand name or equal. 811.104-72 Section 811.104-72 Federal Acquisition Regulations System DEPARTMENT OF... Requirements Documents 811.104-72 Limited application of brand name or equal. If the contracting officer determines that the clause at 852.211-73, Brand name or equal, applies to only certain line items of a...
Functional Measurement Analysis of Brand Equity: Does Brand Name Affect Perceptions of Quality?

Science.gov (United States)

Hilgenkamp, Heather; Shanteau, James

2010-01-01

This research project used Functional Measurement to examine how the brand name of consumer products impacts intended purchasing decisions. Thirty undergraduate students tested actual products from three different product categories (crayons, tissues, and tortilla chips). Each product category consisted of three different brands; one with high…
Generic lamotrigine versus brand-name Lamictal bioequivalence in patients with epilepsy: A field test of the FDA bioequivalence standard.

Science.gov (United States)

Ting, Tricia Y; Jiang, Wenlei; Lionberger, Robert; Wong, Jessica; Jones, Jace W; Kane, Maureen A; Krumholz, Allan; Temple, Robert; Polli, James E

2015-09-01

To test the current U.S. Food and Drug Administration (FDA) bioequivalence standard in a comparison of generic and brand-name drug pharmacokinetic (PK) performance in "generic-brittle" patients with epilepsy under clinical use conditions. This randomized, double-blind, multiple-dose, steady-state, fully replicated bioequivalence study compared generic lamotrigine to brand-name Lamictal in "generic-brittle" patients with epilepsy (n = 34) who were already taking lamotrigine. Patients were repeatedly switched between masked Lamictal and generic lamotrigine. Intensive PK blood sampling at the end of each 2-week treatment period yielded two 12-h PK profiles for brand-name and generic forms for each patient. Steady-state area under the curve (AUC), peak plasma concentration (Cmax ), and minimum plasma concentration (Cmin ) data were subjected to conventional average bioequivalence (ABE) analysis, reference-scaled ABE analysis, and within-subject variability (WSV) comparisons. In addition, generic-versus-brand comparisons in individual patients were performed. Secondary clinical outcomes included seizure frequency and adverse events. Generic demonstrated bioequivalence to brand. The 90% confidence intervals of the mean for steady-state AUC, Cmax , and Cmin for generic-versus-brand were 97.2-101.6%, 98.8-104.5%, and 93.4-101.0%, respectively. The WSV of generic and brand were also similar. Individual patient PK ratios for generic-versus-brand were similar but not identical, in part because brand-versus-brand profiles were not identical, even though subjects were rechallenged with the same product. Few subjects had seizure exacerbations or tolerability issues with product switching. One subject, however, reported 267 focal motor seizures, primarily on generic, although his brand and generic PK profiles were practically identical. Some neurologists question whether bioequivalence in healthy volunteers ensures therapeutic equivalence of brand and generic antiepileptic drugs
A study on relationship of brand characteristics and customer satisfaction with brand loyalty

Directory of Open Access Journals (Sweden)

Ebrahim Zarepour Nasirabadi

2013-07-01

Full Text Available Brands are considered as valuable assets of a company both economically and strategically. Thus, having customers who are loyal to a brand is one of the main goals of businesses companies. Identifying and anticipating the customers’ needs are vital to the enterprises gaining competitive advantage and market segmentation. Maintaining and enforcing customers’ loyalty is a strategic challenge for companies seeking to keep and promote their competitive status in the market. High brand loyalty of the customers generates competitive advantage for the company and it increases the income and decreases the costs of marketing. In addition to increasing the market share, loyalty allows to ask for higher prices compared with its competitors. This study seeks to investigate the factors influencing customer loyalty to sport brands. The statistical population of this research was Tehran city. Using simple cluster sampling, 502 customers of four known brand sports, i.e. Nike, Puma, Adidas, Reebok, and Fila were chosen. Furthermore, a questionnaire, which assessed seven variables including reputations, brand name, brand image, brand loyalty, customer satisfaction, promotion and the price was used and the hypotheses were analyzed using statistical tests such as Kolmogorov-Smirnov test (K-S test, Spearman correlation, simultaneous linear regression and binomial test. The findings suggested that the brand name has a strong correlation with brand loyalty. Moreover, variables such as reputation, brand image, customer satisfaction, price and promotions also have positive and significant effect on the brand loyalty.

The Impact of Brand Awareness on Companies` Marketing Strategies

OpenAIRE

Alexandra Zaif

2016-01-01

Within this paper,we will try to emphasize the importance of brand awareness and its significant role in brand-building,discussing how companies implementing brand-awareness marketing strategies will have a substantial role in creating brand image,strenghten brand equity and increase profitability . Firstly,we will conduct an empirical research based on previous published literature concerning brand awareness and will discuss the effectiveness of marketing strategies that incorporate ...
Recognition of cigarette brand names and logos by primary schoolchildren in Ankara, Turkey.

Science.gov (United States)

Emri, S; Bağci, T; Karakoca, Y; Bariş, E

1998-01-01

To assess the smoking behaviour of primary schoolchildren and their ability to recognise brand names and logos of widely advertised cigarettes, compared with other commercial products intended for children. Cross-sectional survey in classroom settings using a questionnaire designed to measure attitudes towards smoking and the recognition of brand names and logos for 16 food, beverage, cigarette, and toothpaste products. Ankara, Turkey. 1093 children (54.6% boys, 44.4% girls) aged 7-13 years (mean = 10, SD = 1), from grades 2-5. The student sample was taken from three primary schools--one school in each of three residential districts representing high, middle, and low income populations. Prevalence of ever-smoking, recognition of brand names and logos. Prevalence of ever-smoking was 11.7% overall (13.9% among boys and 9.1% among girls; p Brand recognition rates ranged from 58.1% for Chee-tos (a food product) to 95.2% for Samsun (a Turkish cigarette brand). Recognition rates for cigarette brand names and logos were 95.2% and 80.8%, respectively, for Samsun; 84.0% and 90.5%, respectively, for Camel; and 92.1% and 69.5%, respectively, for Marlboro. The Camel logo and the Samsun and Marlboro brand names were the most highly recognised of all product logos and brand names tested. The high recognition of cigarette brand names and logos is most likely the result of tobacco advertising and promotion. Our results indicate the need to implement comprehensive tobacco control measures in Turkey.
Ways of Human Resource Branding in Czech Agricultural Companies

Directory of Open Access Journals (Sweden)

Hlavsa Tomáš

2015-09-01

Full Text Available Current demographic and economic conditions in individual countries lead to a significant increase in competition in the labour market. Every employer from all economic sectors wants to have competent and talented human resources and the fight for such employees becomes still harder. To attract and retain the best employees, it is necessary for the companies to build up a good employer brand that may appeal to talented employees. The article provides a picture of the current situation in employer branding in the agricultural, forestry, and fishing sectors in the Czech Republic and deals with the ways of its improvement. The investigation was conducted by means of a questionnaire survey covering 108 participating companies, and the methods of analysis, synthesis, deduction, and induction. The results have shown that the majority of agricultural companies (75.9% perceive knowledge continuity management as a trend that contributes to good employer branding. The major benefits arising from the encouragement of employer branding in agricultural companies include acquisition of new talented human resources (57.4% and retention of key employees (56.4%.
Competition in prescription drug markets: the roles of trademarks, advertising, and generic names.

Science.gov (United States)

Feldman, Roger; Lobo, Félix

2013-08-01

We take on two subjects of controversy among economists-advertising and trademarks-in the context of the market for generic drugs. We outline a model in which trademarks for drug names reduce search costs but increase product differentiation. In this particular framework, trademarks may not benefit consumers. In contrast, the generic names of drugs or "International Nonproprietary Names" (INN) have unquestionable benefits in both economic theory and empirical studies. We offer a second model where advertising of a brand-name drug creates recognition for the generic name. The monopoly patent-holder advertises less than in the absence of a competitive spillover.
Management value of the brand with special emphasis on the emotional aspect of branding

Directory of Open Access Journals (Sweden)

Marinković Vladimir

2015-01-01

Full Text Available Turbulent of markets, which in future will be more dynamic, based on close collaboration companies (brands with towards his customers. Having a prestigious brand and loyal customers is the goal of which tend to all market participants. However, many companies are not able to predict and plan the management of the brand, but remain on a superficial understanding of branding as a simple process of creating names, slogans and product design. If brands fail to achieve an emotional connection with the customer, then the way to achieve business success and profit maximizing open. An increasing number of companies realize the importance and necessity of branding. Realizing that a good reputation and positive image reflected in business success, the company recently increasingly pay attention to this issue.
Comparison of Outcomes Following a Switch From a Brand to an Authorized Versus Independent Generic Drug.

Science.gov (United States)

Hansen, R A; Qian, J; Berg, R L; Linneman, J G; Seoane-Vazquez, E; Dutcher, S; Raofi, S; Page, C D; Peissig, P L

2018-02-01

Authorized generics are identical in formulation to brand drugs, manufactured by the brand company but marketed as a generic. Generics, marketed by generic manufacturers, are required to demonstrate pharmaceutical and bioequivalence to the brand drug, but repetition of clinical trials is not required. This retrospective cohort study compared outcomes for generics and authorized generics, which serves as a generic vs. brand proxy that minimizes bias against generics. For the seven drugs studied between 1999 and 2014, 5,234 unique patients were on brand drugs prior to generic entry and 4,900 (93.6%) switched to a generic. During the 12 months following the brand-to-generic switch, patients using generics vs. authorized generics were similar in terms of outpatient visits, urgent care visits, hospitalizations, and medication discontinuation. The likelihood of emergency department (ED) visits was slightly higher for authorized generics compared with generics. These data suggest that generics were clinically no worse than their proxy brand comparators. © 2017 American Society for Clinical Pharmacology and Therapeutics.
Perception of the value of generic drugs in São Paulo, Brazil

Directory of Open Access Journals (Sweden)

Elene Paltrinieri Nardi

2016-01-01

Full Text Available Abstract The objective of this study was to assess the perceptions of opinion-leaders, patients and their accompanying family members or carers about generic drugs. Three groups of participants were surveyed: (i 50 customers while they were visiting commercial pharmacies located in São Paulo city, Brazil, (ii 25 patients and 25 companions while they were waiting at the university outpatient clinic, and (iii 50 healthcare opinion-leaders from government, hospitals, health plans, academia, and pharmaceutical companies. The questions explored socio-demographic characteristics and perceptions regarding value attributes of generic drugs compared to brand name drugs. Respondents had an average age of 52 years and 53% were women. Respondents believed generic drugs to be cheaper than brand name drugs (97%, and 31% thought generic drugs to be less effective than brand name drugs. Also, generic drugs were perceived by 54% of respondents to be as safe as brand name drugs and 74% would prefer brand name drugs if there was no price difference. In conclusion, multiple factors may contribute to the decision to buy generic drugs; among these, perceived effectiveness, safety and price appear to be the most important factors.
Perception of the value of generic drugs in São Paulo, Brazil.

Science.gov (United States)

Nardi, Elene Paltrinieri; Ferraz, Marcos Bosi

2016-02-01

The objective of this study was to assess the perceptions of opinion-leaders, patients and their accompanying family members or carers about generic drugs. Three groups of participants were surveyed: (i) 50 customers while they were visiting commercial pharmacies located in São Paulo city, Brazil, (ii) 25 patients and 25 companions while they were waiting at the university outpatient clinic, and (iii) 50 healthcare opinion-leaders from government, hospitals, health plans, academia, and pharmaceutical companies. The questions explored socio-demographic characteristics and perceptions regarding value attributes of generic drugs compared to brand name drugs. Respondents had an average age of 52 years and 53% were women. Respondents believed generic drugs to be cheaper than brand name drugs (97%), and 31% thought generic drugs to be less effective than brand name drugs. Also, generic drugs were perceived by 54% of respondents to be as safe as brand name drugs and 74% would prefer brand name drugs if there was no price difference. In conclusion, multiple factors may contribute to the decision to buy generic drugs; among these, perceived effectiveness, safety and price appear to be the most important factors.
ALERT: Revatio is another brand name for sildenafil.

Science.gov (United States)

Koczmara, Christine; Hyland, Sylvia; Greenall, Julie

2009-01-01

In this column, the authors highlight a medication incident that occurred with Revatio (sildenafil), along with the learnings and recommendations from a previously published ISMP Canada Safety Bulletin. It is well-known to health care practitioners that use of nitroglycerin therapy is contraindicated in patients taking sildenafil (commonly known as Viagra). Many health care practitioners may be unaware that sildenafil is also marketed under the brand name Revatio for treatment of primary pulmonary hypertension or pulmonary hypertension secondary to connective tissue disease. The following incident signals the need to heighten the awareness that Revatio is a brand name for sildenafil.
Interrelationship between a brand’s environmental embeddedness, brand awareness and company performance

Directory of Open Access Journals (Sweden)

Ivana First

2007-07-01

Full Text Available The purpose of the research was to define and measure a brand’s environmental embeddedness that, unlike the constructs used in previous environmental research, measures to which extent brand identity is embedded in environmental values. The purpose was also to assess a correlation of this variable to brand awareness and company performance. This study is based on three overlapping theoretical backgrounds: brand management, corporate social responsibility and organizational culture. Secondary data as well as content analysis and survey-based primary data were used. The results indicate a correlation between the environmental embeddedness of brands and brand awareness, but no correlation of these two variables to company performance. Such results support the idea that companies should indeed invest in being environmentally friendly so as to increase their chances of being recognized, while also indicating that the companies that own strong brands cannot afford not to be environmentally conscious as that could hurt their corporate brand values.
Evaluation of brand names of medicines: linguistic and format issues.

Science.gov (United States)

Pires, Carla; Cavaco, Afonso; Vigário, Marina

2017-06-01

Focusing on the shape of brand names of medicines in the Portuguese market, the aims of this study were: to evaluate the number of words, syllables and letters, to identify the combinations of letters that are not found in Portuguese words and to characterize the use of capital letters in these names. A descriptive study was conducted using 474 randomized brand names of medicines, approximately 25% of all over-the-counter and prescribed medicines available in Portugal. The number of words, syllables and letters was automatically determined with a dedicated software. The combinations of letters that are not found in Portuguese and the use of capital letters were quantified through visual inspection. The 474 names were formed by 615 words. 74.5% of the words comprised three or less syllables, the most common number of syllables in the Portuguese words (91%). As recommended, 81% (n = 385) names were formed by just one word, 59.2% (n = 281) of the names were composed of 5-8 letters, and 83.1% (n = 394) presented the first letter in capitals or all letters in upper case. Contrary to recommendations, 22% of the names comprised combinations of letters that are not commonly found in Portuguese words. Given the current readability requirements, some of the Portuguese brand names of medicines should be reduced in length, adapted to the native language or capitalized. Equivalent studies are recommended in other European countries, because many brands of medicines are internationally marketed, while their development and approval should be beyond general marketing rules. © 2016 Royal Pharmaceutical Society.
Brand name and generic proton pump inhibitor prescriptions in the United States: insights from the national ambulatory medical care survey (2006-2010).

Science.gov (United States)

Gawron, Andrew J; Feinglass, Joseph; Pandolfino, John E; Tan, Bruce K; Bove, Michiel J; Shintani-Smith, Stephanie

2015-01-01

Introduction. Proton pump inhibitors (PPI) are one of the most commonly prescribed medication classes with similar efficacy between brand name and generic PPI formulations. Aims. We determined demographic, clinical, and practice characteristics associated with brand name PPI prescriptions at ambulatory care visits in the United States. Methods. Observational cross sectional analysis using the National Ambulatory Medical Care Survey (NAMCS) of all adult (≥18 yrs of age) ambulatory care visits from 2006 to 2010. PPI prescriptions were identified by using the drug entry code as brand name only or generic available formulations. Descriptive statistics were reported in terms of unweighted patient visits and proportions of encounters with brand name PPI prescriptions. Global chi-square tests were used to compare visits with brand name PPI prescriptions versus generic PPI prescriptions for each measure. Poisson regression was used to determine the incidence rate ratio (IRR) for generic versus brand PPI prescribing. Results. A PPI was prescribed at 269.7 million adult ambulatory visits, based on 9,677 unweighted visits, of which 53% were brand name only prescriptions. In 2006, 76.0% of all PPI prescriptions had a brand name only formulation compared to 31.6% of PPI prescriptions in 2010. Visits by patients aged 25-44 years had the greatest proportion of brand name PPI formulations (57.9%). Academic medical centers and physician-owned practices had the greatest proportion of visits with brand name PPI prescriptions (58.9% and 55.6% of visits with a PPI prescription, resp.). There were no significant differences in terms of median income, patient insurance type, or metropolitan status when comparing the proportion of visits with brand name versus generic PPI prescriptions. Poisson regression results showed that practice ownership type was most strongly associated with the likelihood of receiving a brand name PPI over the entire study period. Compared to HMO visits
Name-letter branding under scrutiny: real products, new algorithms, and the probability of buying.

Science.gov (United States)

Stieger, Stefan

2010-06-01

People like letters matching their own first and last name initials more than nonname letters. This name-letter effect has also been found for brands, i.e., people like brands resembling their own name letters (initial or first three). This has been termed name-letter branding effect. In the present study of 199 participants, ages 12 to 79 years, this name-letter branding effect was found for a modified design (1) using real products, (2) concentrating on product names rather than brand names, (3) using five different products for each letter of the Roman alphabet, (4) asking for the buying probability, and (5) using recently introduced algorithms, controlling for individual response tendencies (i.e., liking all letters more or less) and general normative popularity of particular letters (i.e., some letters are generally preferred more than other letters).
Impact of brand or generic labeling on medication effectiveness and side effects.

Science.gov (United States)

Faasse, Kate; Martin, Leslie R; Grey, Andrew; Gamble, Greg; Petrie, Keith J

2016-02-01

Branding medication with a known pharmaceutical company name or product name bestows on the drug an added assurance of authenticity and effectiveness compared to a generic preparation. This study examined the impact of brand name and generic labeling on medication effectiveness and side effects. 87 undergraduate students with frequent headaches took part in the study. Using a within-subjects counterbalanced design, each participant took tablets labeled either as brand name "Nurofen" or "Generic Ibuprofen" to treat each of 4 headaches. In reality, half of the tablets were placebos, and half were active ibuprofen (400 mg). Participants recorded their headache pain on a verbal descriptor and visual analogue scale prior to taking the tablets, and again 1 hour afterward. Medication side effects were also reported. Pain reduction following the use of brand name labeled tablets was similar in active ibuprofen or a placebo. However, if the tablets had a generic label, placebo tablets were significantly less effective compared to active ibuprofen. Fewer side effects were attributed to placebo tablets with brand name labeling compared to the same placebo tablets with a generic label. Branding of a tablet appears to have conferred a treatment benefit in the absence of an active ingredient, while generic labeled tablets were substantially less effective if they contained no active ingredient. Branding is also associated with reduced attribution of side effects to placebo tablets. Future interventions to improve perceptions of generics may have utility in improving treatment outcomes from generic drugs. (c) 2016 APA, all rights reserved).
Translation Strategies from Target Culture Perspective: An Analysis of English and Chinese Brands Names

Directory of Open Access Journals (Sweden)

Hong Shi

2017-03-01

Full Text Available As a crucial communication material, the brand name exhibits its growing importance in the worldwide communication. It is a special text with a strong function and a clear persuasive purpose. This paper aims to explore the translation strategy and methods of English brand names from the perspective of culture. According to Skopostheorie, the prime principle determining any translation process is the purpose of the overall translational action. The translation methods should be based on the text’s function and the target culture. This paper is a tentative study of the guiding strategy and possible methods used in English brand names translation by analyzing the Chinese and English brand names, and how they fulfill the function of promoting products and enhancing the cultural exchange in the hope of offering a new perspective in the brand name translation practice. The study used the Skopostheorie as the guiding theory and strategy to analyze English brand names, which were selected from the brand names database “brandirectory”. It is found that the translation should follow the target-culture oriented strategy to conform to the habitual use of target language, social culture and aesthetics in target market.
Brand name to generic substitution of antiepileptic drugs does not lead to seizure-related hospitalization: a population-based case-crossover study.

Science.gov (United States)

Polard, Elisabeth; Nowak, Emmanuel; Happe, André; Biraben, Arnaud; Oger, Emmanuel

2015-11-01

There is still controversy on brand-to-generic (B-G) antiepileptic drugs (AEDs) substitution. To assess association between B-G AED substitution and seizure-related hospitalization, we designed a case crossover using the French National Health Insurance Database. We identified a cohort of adult patients who filled a prescription in 2009-2011 for AEDs with at least one brand name and one generic form. The outcome date was defined as the date of hospitalization, coded G40.x or G41.x, with a G40/G41 hospitalization-free period of at least 1 year. Patients with a medical history of cancer and women who gave birth in 2009-2011 were excluded. We required individuals to have regular dispensations of AEDs within the year preceding the outcome date. Free patients were defined as patients who had only brand name dispensations before the control period. Eight thousand three hundred seventy nine patients (mean age ± standard deviation, 52.7 ± 18.8 years; sex ratio male/female, 1.27) were analyzed. Discordant pairs were 491 with B-G substitution in the control period only and 478 with B-G substitution in the case period only; odds ratio (95% confidence interval) 0.97 (0.86-1.10). No statistically significant interaction was detected among the four prespecified subgroup analyses (gender, age strata, free or non-free, and strict AED monotherapy or not). Controlling for non-seizure-related hospitalizations made no material difference. Sensitivity analyses yielded similar results. Brand-to-generic AED substitution was not associated with an elevated risk of seizure-related hospitalization. Copyright © 2015 John Wiley & Sons, Ltd.
Performant Brand Management Contribution to the Company Success on International Market

Directory of Open Access Journals (Sweden)

Victor Danciu

2007-02-01

Full Text Available The success of any company in international markets heavily depends on the brand strategies. These strategies are based on the pillars of the brand management, which are identity, positionning and image. The core element of the internationalisation strategy of the brand is the identity. The positionning depends on the global or international characteristics of the brand. The market served, the product innovation and the exclusive character or not of the brand are the fundamental decisions of the internalisation strategy of the brand. The results of these decisions are to be found in the strategies of the brand. These strategies play a prominent part in the performant management of the brand and the strategical outcome of the company in the international markets. The succesfull, consistent international brands confirm this remarcable role of the management.
49 CFR 574.7 - Information requirements-new tire manufacturers, new tire brand name owners.

Science.gov (United States)

2010-10-01

... 49 Transportation 7 2010-10-01 2010-10-01 false Information requirements-new tire manufacturers, new tire brand name owners. 574.7 Section 574.7 Transportation Other Regulations Relating to..., new tire brand name owners. (a)(1) Each new tire manufacturer and each new tire brand name owner...
THE EFFECT OF NEW IDENTITY, NEW IMAGE, AND REPOSITIONING AS A PROCESS OF REBRANDING TOWARD BRAND LOYALTY, BRAND ASSOCIATIONS, PERCEIVED QUALITY AS PART OF BRAND EQUITY

Directory of Open Access Journals (Sweden)

Setiani T.

2018-04-01

Full Text Available Media companies are growing rapidly, along with technological advances, where the success of a media must be supported by brand management. This study examines corporate rebranding by changing name, logo and slogan in influencing brand equity in media companies. Not only to measure the concepts of corporate rebranding and brand equity, the study also examines the relationships between indicators that are used as variables, namely new identity with brand association, new image with brand association, new image with perceived quality, new image with brand loyalty, repositioning with brand association, repositioning with perceived quality and repositioning with brand loyalty. The method of analysis in this study using multiple linear with SPSS analysis. 110 respondents who are advertiser of Radio Kencana Malang in 2017. This study shows a significant effect between corporate rebranding to brand equity simultaneously, new identity with brand association, new image with brand association, repositioning with brand association, new identity with perceived quality, new image with perceived quality, repositioning with brand loyalty, and new identity with brand loyalty. However, there is no significant effect between repositioning with perceived quality and new image with brand loyalty on Radio Kencana Malang.
75 FR 9489 - Proposed Information Collection (Brand Name or Equal) Activity: Comment Request

Science.gov (United States)

2010-03-02

... DEPARTMENT OF VETERANS AFFAIRS [OMB Control No. 2900-0585] Proposed Information Collection (Brand... items that are equal to the brand name item stated in the bid. DATES: Written comments and... Regulation (VAAR) Clause 852.211-77, Brand Name or Equal (was 852.210-77). OMB Control Number: 2900-0585...

48 CFR 1910.004-73 - Offer evaluation and award, brand name or equal descriptions.

Science.gov (United States)

2010-10-01

..., brand name or equal descriptions. 1910.004-73 Section 1910.004-73 Federal Acquisition Regulations System... 1910.004-73 Offer evaluation and award, brand name or equal descriptions. An offer may not be rejected for failure of the offered product to equal a characteristic of a brand name product if it was not...
78 FR 21711 - Proposed Information Collection (Brand Name or Equal) Activity: Comment Request

Science.gov (United States)

2013-04-11

... DEPARTMENT OF VETERANS AFFAIRS [OMB Control No. 2900-0585] Proposed Information Collection (Brand... to offer items that are equal to the brand name item stated in the bid. DATES: Written comments and... Regulation (VAAR) Clause 852.211-77, Brand Name or Equal (was 852.210-77). OMB Control Number: 2900-0585...
Design of Brand Names of Medicines Considering Subjects' Preferences.

Science.gov (United States)

Pires, Carla Maria Batista Ferreira; Cavaco, Afonso

2018-03-01

Only recently, regulations on the names of medicines were developed. Regulations are mainly focused on avoiding the approval of medicine names that may be confusing to others. Furthermore, legal requirements do not include testing for human factors, such as potential users' preferences. To develop a set of new brand names of medicines, to determine subjects' preferred names, and to evaluate if the linguistic features of these names were related to subjects' preferences. Forty-six new names linguistically equivalent to the Portuguese brand names of medicines were developed. A panel of 13 postgraduates on linguistic studies were purposively enrolled. Participants were required to select and categorize the 6 most preferred names. From the 29 selected names: 62.1% ended in consonants, 65.5% contained at least one syllable of the CVC type, and 62.1% presented final stress. Considering these 3 linguistic features, there were statistically significant differences between the preferred and underpreferred names: χ 2 = 4.572, P = .032; χ 2 = 5.599, P = .018; and χ 2 = 4.572; P = .032, respectively. Some linguistic features of the evaluated names were related to subjects' preferences. Tests on subjects' preferences about the names of medicines may provide additional safety features addressed by the present regulations.
48 CFR 811.104 - Use of brand name or equal purchase descriptions.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 5 2010-10-01 2010-10-01 false Use of brand name or equal purchase descriptions. 811.104 Section 811.104 Federal Acquisition Regulations System DEPARTMENT OF... Requirements Documents 811.104 Use of brand name or equal purchase descriptions. ...
The frequency of company-sponsored alcohol brand-related sites on Facebook™-2012.

Science.gov (United States)

Nhean, Siphannay; Nyborn, Justin; Hinchey, Danielle; Valerio, Heather; Kinzel, Kathryn; Siegel, Michael; Jernigan, David H

2014-06-01

This research provides an estimate of the frequency of company-sponsored alcohol brand-related sites on Facebook™. We conducted a systematic overview of the extent of alcohol brand-related sites on Facebook™ in 2012. We conducted a 2012 Facebook™ search for sites specifically related to 898 alcohol brands across 16 different alcoholic beverage types. Descriptive statistics were produced using Microsoft SQL Server. We identified 1,017 company-sponsored alcohol-brand related sites on Facebook™. Our study advances previous literature by providing a systematic overview of the extent of alcohol brand sites on Facebook™.
What's in and what's out in branding? A novel articulation effect for brand names.

Science.gov (United States)

Topolinski, Sascha; Zürn, Michael; Schneider, Iris K

2015-01-01

The present approach exploits the biomechanical connection between articulation and ingestion-related mouth movements to introduce a novel psychological principle of brand name design. We constructed brand names for diverse products with consonantal stricture spots either from the front to the rear of the mouth, thus inwards (e.g., BODIKA), or from the rear to the front, thus outwards (e.g., KODIBA). These muscle dynamics resemble the oral kinematics during either ingestion (inwards), which feels positive, or expectoration (outwards), which feels negative. In 7 experiments (total N = 1261), participants liked products with inward names more than products with outward names (Experiment 1), reported higher purchase intentions (Experiment 2), and higher willingness-to-pay (Experiments 3a-3c, 4, 5), with the price gain amounting to 4-13% of the average estimated product value. These effects occurred across English and German language, under silent reading, for both edible and non-edible products, and even in the presence of a much stronger price determinant, namely fair-trade production (Experiment 5).
What's in and what's out in branding? A novel articulation effect for brand names

Science.gov (United States)

Topolinski, Sascha; Zürn, Michael; Schneider, Iris K.

2015-01-01

The present approach exploits the biomechanical connection between articulation and ingestion-related mouth movements to introduce a novel psychological principle of brand name design. We constructed brand names for diverse products with consonantal stricture spots either from the front to the rear of the mouth, thus inwards (e.g., BODIKA), or from the rear to the front, thus outwards (e.g., KODIBA). These muscle dynamics resemble the oral kinematics during either ingestion (inwards), which feels positive, or expectoration (outwards), which feels negative. In 7 experiments (total N = 1261), participants liked products with inward names more than products with outward names (Experiment 1), reported higher purchase intentions (Experiment 2), and higher willingness-to-pay (Experiments 3a–3c, 4, 5), with the price gain amounting to 4–13% of the average estimated product value. These effects occurred across English and German language, under silent reading, for both edible and non-edible products, and even in the presence of a much stronger price determinant, namely fair-trade production (Experiment 5). PMID:26029136
THE IMPORTANCE OF BRAND NAME AND QUALITY IN THE RETAIL FOOD INDUSTRY

OpenAIRE

Apelbaum, Eidan

1999-01-01

This paper analyzes the role of brand name recognition and product quality on the competition between national brands and private labels in the retail food industry. Theoretical and empirical evidence is provided to show that both marketing tools play a significant role, but in quite different ways. Quality improvements by one firm will intensify the competition; one firm will gain at the expense of its competitor. Whereas, increasing brand name recognition relaxes the competition, and both f...
How to build a strong global brand for an SME : Case: Company A

OpenAIRE

Huikko, Nicole

2014-01-01

This study falls into the category of product-oriented thesis and examines brands, brand management, and brand building in international B2B context. Through application of theoretical concepts, analysis of empirical data, and practical actions, a global B2B branding plan for case company A is developed. The case company is an SME and has the vision to become a globally recognized brand. The guiding research question is how to build a strong global B2B brand for an SME. The objective of ...
Employer branding through social media platforms in financial consulting companies

OpenAIRE

O' Brien, Krista

2017-01-01

The purpose of this thesis is to analyse the use of social media and its effects on enhancing Employer Branding, as done by 5 case companies in the financial consulting industry. The five case companies have been chosen based on employee size and industry: J.P. Morgan, Deloitte, EY, KPMG, and PwC. Each case company has been matched with a focus country in Northern Europe to better understand the efforts put into local Employer Branding. The social media platforms used for data collection ...
Does humor in radio advertising affect recognition of novel product brand names?

Science.gov (United States)

Berg, E M; Lippman, L G

2001-04-01

The authors proposed that item selection during shopping is based on brand name recognition rather than recall. College students rated advertisements and news stories of a simulated radio program for level of amusement (orienting activity) before participating in a surprise recognition test. Humor level of the advertisements was varied systematically, and content was controlled. According to signal detection analysis, humor did not affect the strength of recognition memory for brand names (nonsense units). However, brand names and product types were significantly more likely to be associated when appearing in humorous advertisements than in nonhumorous advertisements. The results are compared with prior findings concerning humor and recall.
EPONYMY BASED ON NAMES OF COMPANIES

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Éva Kovács

2016-03-01

Full Text Available As is generally defined, eponymy, one of the word-formation processes refers to the derivation of a name of a city, country, era, institution, or other place or thing from that of a person such as sandwich, wellington, mackintosh or cardigan. Eponymy can be classified in several ways, some refer to foods (Pizza Margaritha, diseases (Alzheimer disease, places (Washington, scientific laws (Archimedes’s principle and sport terms (Axel jump, whereas others indicate trademarks, brand names (aspirin, prizes, awards (Nobel Prize, inventions (Rubic’s Cube, ideologies (Darwinism, colleges, universities (Stanford University and companies (Ford. The present paper discusses eponyms which denote companies based on the name of their founder(s (e.g. Porsche, Siemens, Gucci, Campari, Cadbury, McDonald’s and Walt Disney, etc. by revealing what kind of a metonymic relationship is manifested in them. Cognitive linguists, such as Lakoff and Johnson (1980, Radden and Kövecses (1999 and Kövecses (2002 state that metonymy is essentially a conceptual phenomenon, in which one conceptual entity, the vehicle, provides mental access to another conceptual entity, the target, within the same idealized cognitive model. In fact, metonymy is part of our everyday way of thinking, and is grounded in experience. Common metonymies include PRODUCER FOR PRODUCT (Pass me the Shakespeare on the top shelf., PLACE FOR EVENT (Iraq nearly cost Tony Blair the premiership, PLACE FOR INSTITUTION (Downing Street refused comment., PART FOR THE WHOLE (She’s not just a pretty face., WHOLE FOR THE PART (England beat Australia in the 2003 Rugby World Cup final. and EFFECT FOR CAUSE (He has a long face.. Following the cognitive approach to metonyms, I tentatively suggest that the metonymy PRODUCER FOR THE PRODUCT can be observed in the case of car makes, products of famous fashion houses, cosmetics and drinks as is illustrated by examples like He’s bought a Ferrari. I ate a McDonald or
76 FR 51310 - Branded Prescription Drug Fee

Science.gov (United States)

2011-08-18

... Branded Prescription Drug Fee AGENCY: Internal Revenue Service (IRS), Treasury. ACTION: Notice of proposed... issue of the Federal Register, the IRS is issuing temporary regulations relating to the branded... business of manufacturing or importing certain branded prescription drugs. The text of the temporary...
A Doctor's Name as a Brand: A Nationwide Survey on Registered Clinic Names in Taiwan.

Science.gov (United States)

Chu, Feng-Yuan; Dai, Ying-Xiu; Liu, Jui-Yao; Chen, Tzeng-Ji; Chou, Li-Fang; Hwang, Shinn-Jang

2018-06-01

In countries where the private clinics of physicians can be freely named, registering a clinic with a physician's name is one way to make patients familiar with the physician. No previous study had investigated how clinics make use of this method of personal branding. Therefore, the current study analyzed 10,847 private physician Western medicine clinics in Taiwan. Of those clinics, 31.0% ( n = 3363) were named with a physician's full name, 8.9% ( n = 960) with a surname, and 8.1% ( n = 884) with a given name. The proportion of clinics registered with a physician's name was lower in rural areas (37.3%) than in urban (48.5%) and suburban areas (49.2%), respectively. Among clinics with only one kind of specialist, a physician's name was used most frequently in clinics of obstetrics and gynecology (64.9%), otorhinolaryngology (64.1%), and dermatology (63.4%). In Taiwan, fewer than half of clinics used a physician's name as a brand. The sociocultural or strategic factors and real benefits of doing so could be further studied in the future for a better understanding of healthcare services management.
BRAND DEVELOPMENT IN CHINESE TEA MARKET : Case Company: Lipton

OpenAIRE

Han, Yuqi

2014-01-01

China once acted as the world’s largest consumer and exporter of tea, but at the same time, it has always been nagged by the lack of brands. Faced with the changing marketing environment and consumer demand, building a strong brand has become the paramount task for Chinese tea companies to stand out in the fierce competitions. Marketing communication is always a significant tool in terms of building the brand awareness and favorable brand image among consumers. Lipton, which is the world’s le...
75 FR 26345 - Agency Information Collection (Brand Name or Equal) Activities Under OMB Review

Science.gov (United States)

2010-05-11

... DEPARTMENT OF VETERANS AFFAIRS [OMB Control No. 2900-0585] Agency Information Collection (Brand... Regulation (VAAR) Clause 852.211-77, Brand Name or Equal (was 852.210-77). OMB Control Number: 2900-0585... bidders or offerors who are proposing to offer an item that is alleged to be equal to the brand name item...
78 FR 42821 - Agency Information Collection (Brand Name or Equal) Activities Under OMB Review

Science.gov (United States)

2013-07-17

... DEPARTMENT OF VETERANS AFFAIRS [OMB Control No. 2900-0585] Agency Information Collection (Brand...-77, Brand Name or Equal (was 852.210-77). OMB Control Number: 2900-0585. Type of Review: Revision of... are proposing to offer an item that is alleged to be equal to the brand name item stated in the bid...
78 FR 42593 - Agency Information Collection (Brand Name or Equal) Activities Under OMB Review

Science.gov (United States)

2013-07-16

... DEPARTMENT OF VETERANS AFFAIRS [OMB Control No. 2900-0585] Agency Information Collection (Brand...-77, Brand Name or Equal (was 852.210- 77). OMB Control Number: 2900-0585. Type of Review: Extension... are proposing to offer an item that is alleged to be equal to the brand name item stated in the bid...
[Preliminary study on main impacting factors on brand equity of listed traditional Chinese medicine companies].

Science.gov (United States)

Tan, Wei; Geng, Dong-Mei; Rong, Xue; Li, Zi; Liu, Wei; Yang, Li; Xu, Si-Qun; Jie, Xiao-Qian

2013-05-01

The brand equity is valuable intangible assets of traditional Chinese medicine companies, who are excellent representatives of traditional Chinese medicine enterprises and the most promising ones to good international medicine brands. However, there is still no systematic study on how to correctly evaluate the brand equity of listed traditional Chinese medicine companies at present. To make it clear, the main impacting factors on brand equity of listed traditional Chinese medicine companies, both structured open outline pre-research and closed questionnaire research were adopted for the field survey, and some suggestions for how to protect and enhance the brand equity were also presented on the basis of survey and analysis, in the hope of improving the brand management level of listed traditional Chinese medicine companies, and making a beneficial exploration for the development of brand theory of the traditional Chinese medicine industry.
Using service design methods for B2b service brand concept development: Case company

OpenAIRE

Molina Escalante, Hugo

2014-01-01

A short time before this study was initiated, a small B2b service company had just began op-erating its business without a brand of it’s own. The company owners were looking to design an innovative brand for their business. The purpose of this thesis was to develop the brand for this service Company in the B2b context, using practical service design and Strategic design research methods. This thesis report represents a framework for developing a B2b service brand using research methods c...

Citizens' preferences for brand name drugs for treating acute and chronic conditions: a pilot study.

Science.gov (United States)

Denoth, Arina; Pinget, Christophe; Wasserfallen, Jean-Blaise

2011-03-01

Generic drugs have been advocated to decrease the proportion of healthcare costs devoted to drugs, but are still underused. To assess citizens' preferences for brand name drugs (BNDs) compared with generic drugs for treating acute and chronic conditions. A questionnaire with eight hypothetical scenarios describing four acute and four chronic conditions was developed, with willingness to pay (WTP) determined using a payment card system randomized to ascending (AO) or descending order (DO) of prices. The questionnaire was distributed with an explanation sheet, an informed consent form and a pre-stamped envelope over a period of 3 weeks in 19 community pharmacies in Lausanne, Switzerland. The questionnaire was distributed to every third customer who also had health insurance, understood French and was aged ≥16 years (up to a maximum of ten customers per day and 100 per pharmacy). The main outcome measure was preferences assessed by WTP for BNDs as compared with generics, and impact of participants' characteristics on WTP. Of the 1800 questionnaires, 991 were distributed and 393 returned (pharmacy participation rate = 55%, subject participation rate = 40%, overall response rate = 22%); 51.7% were AO and 48.3% DO. Participants were predominantly women (62.6%) and of median age 62 years (range 16-90). The majority (70%) declared no WTP for BNDs as compared with generics. WTP was higher in people with an acute disease than in those with a chronic disease, did not depend on the type of chronic disease, and was higher in people from countries other than Switzerland. Most citizens visiting pharmacies attribute no added value to BNDs as compared with generics, although some citizen characteristics affected WTP. These results could be of interest to several categories of decision makers within the healthcare system.
A Doctor’s Name as a Brand: A Nationwide Survey on Registered Clinic Names in Taiwan

Directory of Open Access Journals (Sweden)

Feng-Yuan Chu

2018-06-01

Full Text Available In countries where the private clinics of physicians can be freely named, registering a clinic with a physician’s name is one way to make patients familiar with the physician. No previous study had investigated how clinics make use of this method of personal branding. Therefore, the current study analyzed 10,847 private physician Western medicine clinics in Taiwan. Of those clinics, 31.0% (n = 3363 were named with a physician’s full name, 8.9% (n = 960 with a surname, and 8.1% (n = 884 with a given name. The proportion of clinics registered with a physician’s name was lower in rural areas (37.3% than in urban (48.5% and suburban areas (49.2%, respectively. Among clinics with only one kind of specialist, a physician’s name was used most frequently in clinics of obstetrics and gynecology (64.9%, otorhinolaryngology (64.1%, and dermatology (63.4%. In Taiwan, fewer than half of clinics used a physician’s name as a brand. The sociocultural or strategic factors and real benefits of doing so could be further studied in the future for a better understanding of healthcare services management.
HRD Practices and Talent Management in the Companies with the Employer Brand

Science.gov (United States)

Kucherov, Dmitry; Zavyalova, Elena

2012-01-01

Purpose: The employer brand could be a key factor of competitiveness for a company in a contemporary labour market. The purpose of this paper is to identify the features of human resource development (HRD) practices and talent management in companies with employer brand (CEBs). Design/methodology/approach: The authors examined three economic…
Investigation of Bioequivalence Between Brand-name and Generic Irinotecan Products.

Science.gov (United States)

Saito, Ken-Ichi; Inoue, Yutaka; Ikegami, Yoji; Nanbo, Izumi; Onozuka, Mari; Sano, Kazumi; Yoshida, Hisahiro; Sakamoto, Toshihiro; Tatebayashi, Emi; Fujita, Ken-Ichi; Sasaki, Yasutsuna; Kitazawa, Takaki

2016-11-01

To investigate bioequivalence among generic and brand-name irinotecan products. Products of Yakult and Daiichi-Sankyo (brand-name products), Sandoz, Nippon Kayaku, Taiho, and Sawai were compared with respect to their composition and antitumor activity. High-performance liquid chromatography demonstrated that related substances were within the acceptable range. The 3-(4,5-dimethylthiazol-2-yl)-2,5-diphenyltetrazolium bromide assay revealed significant differences in cytotoxicity for four cancer cell lines among the products. The concentration of the active compound SN-38 was highest in Yakult's product (23.82 ng/ml) and lowest in Daiichi-Sankyo's product (8.96 ng/ml). MTT assay data were correlated with the SN-38 concentration, suggesting that it influenced differences in cytocidal activity among products. However, the SN-38 concentration was far lower than that of irinotecan (20 mg/ml), suggesting a negligible clinical effect. Metabolism of irinotecan to SN-38 or open-ring forms did not differ significantly among the products. The generic products showed equivalent efficacy and safety to the brand-name products. Copyright© 2016 International Institute of Anticancer Research (Dr. John G. Delinassios), All rights reserved.
What are the consequences for Danish Fashion Premium Brand Companies to incorporate Ethical Fashion in their company structure?

OpenAIRE

Bartoli, Nicla; Nielsen, Amalie

2014-01-01

This paper is meant to investigate the topic of Ethical Fashion implemented in Danish Fashion Premium Brands Companies. In order to have an almost complete scientific paper, the group decided to formulate the folowing problem formulation “What are the consequences for Danish Premium Brand Companies to incorporate Ethical Fashion in their company structure?” With three main research question: The first one is focusing on how Ethical Fashion is defined in the Danish fashion industry, in order t...
76 FR 59898 - Branded Prescription Drug Fee; Correction

Science.gov (United States)

2011-09-28

... Branded Prescription Drug Fee; Correction AGENCY: Internal Revenue Service (IRS), Treasury. ACTION... Register on Thursday, August 18, 2011. The proposed regulation provides guidance relating to the branded... as follows: 1. On Page 51311, column 2, under the part heading PART 51--BRANDED PRESCRIPTION DRUGS...
The extent of cigarette brand and company switching: results from the Adult Use-of-Tobacco Survey.

Science.gov (United States)

Siegel, M; Nelson, D E; Peddicord, J P; Merritt, R K; Giovino, G A; Eriksen, M P

1996-01-01

To evaluate the effects of cigarette advertising on brand switching, an accurate estimate of the extent of cigarette brand and company switching among current smokers is needed. Data from the 1986 Adult Use-of-Tobacco Survey were analyzed to estimate the percentage of adult smokers who switched cigarette brands and companies in the previous year. Approximately 9.2% of adult smokers (4.2 million) switched cigarette brands in 1986, and 6.7% (3.1 million) switched cigarette companies. The aggregate profitability of brand switching in 1986 was approximately $362 million. Based on this analysis, brand switching alone justifies only a small percentage of a cigarette company's advertising and promotion expenditures, suggesting that future research should address other potential effects of advertising, including maintenance of brand loyalty and expanding the cigarette market. Medical Subject Headings (MeSH): addictive behavior, advertising, smoking, tobacco.
What’s In and What’s Out in Branding? A Novel Articulation Effect for Brand Names

Directory of Open Access Journals (Sweden)

Sascha eTopolinski

2015-05-01

Full Text Available The present approach exploits the biomechanical connection between articulation and ingestion-related mouth movements to introduce a novel psychological principle of brand name design. We constructed brand names for diverse products with consonantal stricture spots either from the front to the rear of the mouth, thus inwards (e.g., BODIKA, or from the rear to the front, thus outwards (e.g., KODIBA. These muscle dynamics resemble the oral kinematics during either ingestion (inwards, which feels positive, or expectoration (outwards, which feels negative. In 7 experiments (total N = 1261, participants liked products with inward names more than products with outward names (Experiment 1, reported higher purchase intentions (Experiment 2, and higher willingness-to-pay (Experiments 3a-3c, 4, 5, with the price gain amounting to 4 % to 13 % of the average estimated product value. These effects occurred across English and German language, under silent reading, for both edible and non-edible products, and even in the presence of a much stronger price determinant, namely fair-trade production (Experiment 5.
BRAND VALUE OF INNOVATIVE COMPANIES – A THEORETICAL STUDY

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José Antonio Paganotti

2013-12-01

Full Text Available The objective of this paper is to present a trajectory of performance of high-tech companies, considered innovative. The paper presents the reasons for success, stagnation, decline and fall of a group of companies chosen due to growth or decline. This is a descriptive and bibliographical research. To this purpose, we selected fifteen of the largest companies in Information Technology and Telecommunications, according to ranking prepared by Interbrand and BrandZ agencies. It is observed that companies have implemented strategies geared to innovation, resulting in high investment in R & D, spent in the past two decades. The surveys allowed us to associate trajectory and changes in brand value to business strategies and to market choices in the last twenty years, such as the acquisition of Compaq by HP and EDS, the recovery trend of Apple, competition between Apple and Nokia in market value, and the stability of the IBM.
Umbrella Branding in Pharmaceutical Markets

NARCIS (Netherlands)

Suppliet, Moritz

2017-01-01

Umbrella branding is a marketing practice whereby multi-product firms leverage their reputation across different product categories. This paper investigates how advertising in the market of over-the-counter (OTC) drugs affects the decision to buy prescription drugs from a promoted brand name. I
INVESTIGATION OF BRAND NAME-COUNTRY OF ORIGIN PREFERENCE IN FOUR DIFFERENT PRODUCT GROUPS WITH RESPECT TO CONSPICUOUS CONSUMPTION TENDENCY

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Volkan Doğan

2013-10-01

Full Text Available The aim of this study is to examine different preferences for brand name–country of origin shaped in line with levels of conspicuous consumption tendency and to determine Turkish consumers’ preferences for brand name–country of origin combinations in different product groups. The study was conducted in Eskisehir (Turkey with a sample of 413 people chosen through convenience sampling. The study data were collected with a questionnaire and face-face-to interviews. The participants’ preferences for brand name-country of origin combinations were determined separately based on four different product groups(hedonic, utilitarian, durable and non-durable. The study showed that, for all the four product groups, the participants preferred the products with a Turkish brand name and Turkey as the country of origin most, followed by the products with a French brand name and France as the country of origin. This finding suggests that, with respect to the four product groups in the study, Turkish consumers preferred domestic products over foreign products. Also, the participants who preferred French brand name-France as the country of origin for the hedonic product, French brand name-Turkey as the country of origin for the utilitarian product, French brand name-Turkey as the country of origin for the durable product and French brand name-France as the country of origin for the non-durable product were found to have highest tendency of conspicuous consumption in the corresponding product groups. In other words, as the level of conspicuous consumption increased, the participants tended to prefer French brand name-France as the country of origin for the hedonic product, French brand name-Turkey as the country of origin for the utilitarian product, French brand name-Turkey as the country of origin for the durable product and French brand name-France as the country of origin for the non-durable product.
76 FR 59897 - Branded Prescription Drug Fee; Correction

Science.gov (United States)

2011-09-28

... DEPARTMENT OF THE TREASURY Internal Revenue Service 26 CFR Part 51 [TD 9544] RIN 1545-BK34 Branded... branded prescription drugs. This fee was enacted by section 9008 of the Patient Protection and Affordable...: This correction is effective on September 28, 2011 and applies to any fee on branded prescription drug...
Naming as Strategic Communication: Understanding Corporate Name Change through an Integrative Framework Encompassing Branding, Identity and Institutional Theory

DEFF Research Database (Denmark)

Schmeltz, Line; Kjeldsen, Anna Karina

2016-01-01

This article presents a framework for understanding corporate name change as strategic communication. From a corporate branding perspective, the choice of a new name can be seen as a wish to stand out from a group of similar organizations. Conversely, from an institutional perspective, name change...
Prioritizing Factors Affecting Internet Companies' Brand Equity (Allame Tabatabayi University's Students' Viewpoints

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Mahmood Mohammadian

2012-09-01

Full Text Available Lack of appropriate strategies to enhance brand equity of Internet companies needs particular attention in Iran. The aim of this research is to study factors influencing on the brand equity of internet companies. The study is descriptive-survey type. At first, different factors influencing on brand equity were defined. Then the hypothesis was examined via regression analysis (Partial Least Squares Modeling. After that the results were analyzed and discussed. The statistical population was the students of Allameh Tabataba’i University who have had at least one experience of internet shopping. To collect the primary data, questionnaires were distributed and the population was selected using available stratified sampling method; both paper and online questionnaire were used .After collecting acceptable questionnaires, the statistical methods such as Partial Least Squares analysis and Friedman test were used. The finding shows that among factors influencing on brand equity, marketing communication and customer's services had priority. Other factors which affect the brand equity were brand awareness, perceived quality of brand and interactivity.
False recall and recognition of brand names increases over time.

Science.gov (United States)

Sherman, Susan M

2013-01-01

Using the Deese-Roediger-McDermott (DRM) paradigm, participants are presented with lists of associated words (e.g., bed, awake, night). Subsequently, they reliably have false memories for related but nonpresented words (e.g., SLEEP). Previous research has found that false memories can be created for brand names (e.g., Morrisons, Sainsbury's, Waitrose, and TESCO). The present study investigates the effect of a week's delay on false memories for brand names. Participants were presented with lists of brand names followed by a distractor task. In two between-subjects experiments, participants completed a free recall task or a recognition task either immediately or a week later. In two within-subjects experiments, participants completed a free recall task or a recognition task both immediately and a week later. Correct recall for presented list items decreased over time, whereas false recall for nonpresented lure items increased. For recognition, raw scores revealed an increase in false memory across time reflected in an increase in Remember responses. Analysis of Pr scores revealed that false memory for lures stayed constant over a week, but with an increase in Remember responses in the between-subjects experiment and a trend in the same direction in the within-subjects experiment. Implications for theories of false memory are discussed.
Comparing recurrent antibiotic prescriptions in children treated with a brand name or a generic formulation.

Science.gov (United States)

Piovani, Daniele; Clavenna, Antonio; Cartabia, Massimo; Bortolotti, Angela; Fortino, Ida; Merlino, Luca; Bonati, Maurizio

2015-02-01

The aim of this study was to investigate the rate of recurrent prescriptions and hospital admissions in children receiving a brand name or generic antibiotic prescription. The data source was a database of reimbursed prescriptions. Outpatient children/adolescents brand name formulations and for each age strata (0-5, 6-11, and 12-17 years old) for four antibiotics: amoxicillin, amoxicillin clavulanate, clarithromycin, and cefaclor. The percentage of therapy switches was calculated. Cochran-Mantel-Haenszel test was used to compare the age-adjusted outcomes. In all, 17.5% (57 346) of children received at least one recurrent prescription. The rate of recurrent prescriptions was slightly lower in children receiving any generic (OR 0.96; 95%CI 0.93-0.98), compared with any brand name, antibiotic. The percentage of hospital admissions occurring in children initially treated with a brand name (1.01%; 95%CI 0.98-1.08) or generic (1.03%; 0.96-1.06) antibiotic was not different (p = 0.43). For children receiving amoxicillin clavulanate, the hospital admission rate was slightly higher in the brand name group (p = 0.002), while no differences were found for the other active substances. Children treated with generic antibiotics had no worse safety and effectiveness outcomes when compared with those receiving brand name ones. These results provide additional evidence on the safety of generic antibiotics. Copyright © 2014 John Wiley & Sons, Ltd.
75 FR 5147 - Acushnet Company a Subsidiary of Fortune Brands Including On-Site Leased Workers From Olsten...

Science.gov (United States)

2010-02-01

...,763B] Acushnet Company a Subsidiary of Fortune Brands Including On-Site Leased Workers From Olsten Staffing Services Fairhaven, MA; Acushnet Company a Subsidiary of Fortune Brands Including On-Site Leased Workers From Olsten Staffing Services New Bedford, MA; Acushnet Company a Subsidiary of Fortune Brands...
48 CFR 1910.004-71 - Limits on the use of brand name or equal purchase descriptions.

Science.gov (United States)

2010-10-01

... 48 Federal Acquisition Regulations System 6 2010-10-01 2010-10-01 true Limits on the use of brand... DESCRIPTIONS 1910.004-71 Limits on the use of brand name or equal purchase descriptions. (a) General. The use of brand name or equal purchase descriptions in solicitations is intended to promote competition by...
The impact of brand image on customer experience – Company X

OpenAIRE

Siitonen, Hannes

2017-01-01

The aim of this thesis was to find out what kind of relationship there is between brand image and customer experience, and how the brand image affects to customer experience. The aim was also to define the company’s brand image and customer experience among the target groups, and what factors do affect to them. In addition, this thesis aimed to produce valuable information for the company about their brand image, customer experience, customer behaviour and customer satisfaction, followed by i...
Method to Calculate the Financial Value of the Commercial Brands. Case “Cubita y diseño”, Brand Ownership of the CIMEX Group Companies

Directory of Open Access Journals (Sweden)

María Esperanza González–del Foyo

2015-12-01

Full Text Available The intangible assets constitute an income generation source for companies in which, the brand, is one of the most important and commercial impact. However, the formal determination or the scientific base of the value of this type of assets is a not well known in Cubans companies, like the case of the CIMEX Group of Companies, which has a wide brand market capital. The paper has the theoretic fundaments about brands, making emphasis in this definition from a financial perspective, and so like a diagnosis about the background and the present of studies of this kind, made in the Group of Companies. Several international models are presented that from this financial approach, are used to calculate the value of a brand, and finally a method is propose, that adapted to the company characteristics and the development environment of its activity, allows to determinate its value.

Brand Name Statin Prescribing in a Resident Ambulatory Practice: Implications for Teaching Cost-Conscious Medicine.

Science.gov (United States)

Ryskina, Kira L; Pesko, Michael F; Gossey, J Travis; Caesar, Erica Phillips; Bishop, Tara F

2014-09-01

Several national initiatives aim to teach high-value care to residents. While there is a growing body of literature on cost impact of physicians' therapeutic decisions, few studies have assessed factors that influence residents' prescribing practices. We studied factors associated with intensive health care utilization among internal medicine residents, using brand name statin prescribing as a proxy for higher-cost care. We conducted a retrospective, cross-sectional analysis of statin prescriptions by residents at an urban academic internal medicine program, using electronic health record data between July 1, 2010, and June 30, 2011. For 319 encounters by 90 residents, patients were given a brand name statin in 50% of cases. When categorized into quintiles, the bottom quintile of residents prescribed brand name statins in 2% of encounters, while the top quintile prescribed brand name statins in 98% of encounters. After adjusting for potential confounders, including patient characteristics and supervising attending, being in the primary care track was associated with lower odds (odds ratio [OR], 0.38; P = .02; 95% confidence interval [CI], 0.16-0.86), and graduating from a medical school with an above-average hospital care intensity index was associated with higher odds of prescribing brand name statins (OR, 1.70; P = .049; 95% CI, 1.003-2.88). We found considerable variation in brand name statin prescribing by residents. Medical school attended and residency program type were associated with resident prescribing behavior. Future interventions should raise awareness of these patterns in an effort to teach high-value, cost-conscious care to all residents.
Brand names of Portuguese medication: understanding the importance of their linguistic structure and regulatory issues.

Science.gov (United States)

Pires, Carla; Vigário, Marina; Cavaco, Afonso

2015-08-01

Among other regulatory requirements, medicine brands should be composed of single names without abbreviations to prevent errors in prescription of medication. The purposes of the study were to investigate the compliance of a sam ple of Portuguese medicine brand names with Portuguese pharmaceutical regulations. This includes identifying their basic linguistic characteristics and comparing these features and their frequency of occurrence with benchmark values of the colloquial or informal language. A sample of 474 brand names was selected. Names were analyzed using manual (visual analyses) and computer methods (FreP - Frequency Patterns of Phonological Objects in Portuguese and MS word). A significant number of names (61.3%) failed to comply with the Portuguese phonologic system (related to the sound of words) and/or the spelling system (related to the written form of words) contained more than one word, comprised a high proportion of infrequent syllable types or stress patterns and included abbreviations. The results suggest that some of the brand names of Portuguese medication should be reevaluated, and that regulation on this issue should be enforced and updated, taking into consideration specific linguistic and spelling codes.
Functional Values and Characteristics of Food Brand Name Based on the Relation between Language and Culture

OpenAIRE

Haitao Lu

2015-01-01

For commodities, labeling is a mark enabling food producers or manufacturers to differ their goods from others in a same classification. As a kind of labeling, food brand is various in form and its name is the focus of this study. With market economic system, Chinese food industry is facing much severer market competitions, so studying on languages of food brand name has significant guidance to the sustainable development of food brand. This study investigates characteristics of food brand na...
Comparative effectiveness and costs of generic and brand-name gabapentin and venlafaxine in patients with neuropathic pain or generalized anxiety disorder in Spain.

Science.gov (United States)

Sicras-Mainar, Antoni; Rejas-Gutiérrez, Javier; Navarro-Artieda, Ruth

2015-01-01

To explore adherence/persistence with generic gabapentin/venlafaxine versus brand-name gabapentin/venlafaxine (Neurontin(®)/Vandral(®)) in peripheral neuropathic pain (pNP) or generalized anxiety disorder (GAD), respectively, and whether it is translated into different costs and patient outcomes in routine medical practice. A retrospective, new-user cohort study was designed. Electronic medical records (EMR) of patients included in the health plan of Badalona Serveis Assistencials SA, Barcelona, Spain were exhaustively extracted for analysis. Participants were beneficiaries aged 18+ years, followed between 2008 and 2012, with a pNP/GAD International Classification of Diseases, Ninth Revision, Clinical Modification (ICD-9-CM) code, who initiated treatment with generic or brand-name gabapentin or venlafaxine. Assessments included 1-year treatment persistence and adherence (medication possession ratio), health care costs, and reduction in severity of pain and anxiety symptoms. A total of 2,210 EMR were analyzed; 1,369 on gabapentin (brand 400; generic 969) and 841 on venlafaxine (brand 370 and generic 471). Brand-name gabapentin and venlafaxine were both significantly associated with longer persistence than generic: 7.3 versus 6.3 months, PBrand-name was associated with higher adherence: 86.5% versus 81.3%, Pbrand: €1,277 versus €1,057 (difference of €220 per patient; Pbrand-name was associated with higher reduction in pain (7.8%; Pbrand-name gabapentin or venlafaxine were more likely to adhere and persist on treatment of pNP or GAD, have lower health care costs, and show further reduction of pain and anxiety symptoms than with generic drugs in routine medical practice.
Asymmetric responsiveness of physician prescription behavior to drug promotion of competitive brands within an established therapeutic drug class.

Science.gov (United States)

Pedan, Alex; Wu, Hongsheng

2011-04-01

This article examines the impact of direct-to-physician, direct-to-consumer, and other marketing activities by pharmaceutical companies on a mature drug category which is in the later stage of its life cycle and in which generics have accrued a significant market share. The main objective of this article is to quantitatively estimate the impact of pharmaceutical promotions on physician prescribing behavior for three different statin brands, after controlling for factors such as patient, physician and physician practice characteristics, generic pressure, et cetera. Using unique panel data of physicians, combined with patient pharmacy prescription records, the authors developed a physician level generalized linear regression model. The generalized estimating equations method was used to account for within physician serial correlations and estimate physician population averaged effects. The findings reveal that even though on average the marketing efforts affect the brand share positively, the magnitude of the effects is very brand specific. Generally, each statin brand has its own trend and because of this, the best choice of predictors for one brand could be suboptimal for another.
A website brand analysis of Romanian companies from automotive industry

Directory of Open Access Journals (Sweden)

A. BRICIU

2017-07-01

Full Text Available The present study proposes an innovative analytical approach on branding and cultural concepts, looking at the correlation between them and the way the culture has an important contribution to the brand strategy of an organization. This pilot study has strictly focused on branding in the online environment and the objective of the research consists in applying the content analysis method on the official brand websites of different organizations, having a corpus of 50 companies in automotive industry, with the subsidiaries activating in Romania. The research instrument (i.e., the analysis coding scheme evolved having as reference the cultural dimensions defined and presented by Geert Hofstede and adapted to the online environment.
Brief report on the effect of providing single versus assorted brand name condoms to hospital patients: a descriptive study

Directory of Open Access Journals (Sweden)

Cagle Henry H

2001-06-01

Full Text Available Abstract Objectives This study examined condom acquisition by persons in a hospital setting when single versus assorted brand name condoms were provided. Methods Condom receptacles were placed in exam rooms of two clinics. During Phase 1, a single brand name was provided; for Phase 2, assorted brand names were added. Number of condoms taken was recorded for each phase. Results For one clinic there was nearly a two-fold increase in number of condoms taken (Phase 1 to Phase 2; for the second clinic there was negligible difference in number of condoms taken. Conclusions The provision of assorted brand name condoms, over a single brand name, can serve to increase condom acquisition. Locations of condoms and target population characteristics are related factors.
Express your social self: cultural differences in choice of brand-name versus generic products.

Science.gov (United States)

Kim, Heejung S; Drolet, Aimee

2009-12-01

This research examined cultural differences in the patterns of choices that reflect more social characteristics of a chooser (e.g., social status). Four studies examined the cultural difference in individuals' tendency to choose brand-name products (i.e., high-status options) over generic products (i.e., low-status options) and the underlying reasons for these differences. Compared to European Americans, Asian Americans consistently chose brand-name products. This difference was driven by Asian Americans' greater social status concerns. Self-consciousness was more strongly associated with the brand-name choices of Asian Americans (vs. European Americans), and experimentally induced social status led Asian Americans (vs. European Americans) to make more choices concordant with self-perception. These findings highlight the importance of considering external and social motivations underlying the choice-making process.
Is bioavailability altered in generic versus brand anticonvulsants?

Science.gov (United States)

Jankovic, Slobodan M; Ignjatovic Ristic, Dragana

2015-03-01

Therapeutic window of anticonvulsants is not a wide one, with phenytoin being one extreme, which can be classified as a narrow therapeutic index drug, since its ratio between the least toxic and the least effective concentration is less than twofold. In order to obtain marketing authorization, a generic anticonvulsant should demonstrate relative bioequivalence with its brand-name counterpart. However, although bioequivalent, generic anticonvulsants still do not have the same bioavailability as brand-name drugs, which may lead to larger fluctuations of steady-state plasma concentrations, and sometimes to loss of seizure control if a patient is switched from brand-name to generic or from generic to generic anticonvulsant. Generic anticonvulsants are effective, safe and affordable drugs for treatment of epilepsy, and patients could be successfully treated with them from the very beginning. It is switching from brand-name to generic anticonvulsant or from one generic anticonvulsant to another that should be avoided in clinical practice, since subtle differences in bioavailability may disturb optimal degree of seizure control to which the patient was previously successfully titrated.
Building brands without mass media.

Science.gov (United States)

Joachimsthaler, E; Aaker, D A

1997-01-01

Costs, market fragmentation, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing. Relying on mass media campaigns to build strong brands may be a thing of the past. Several companies in Europe, making a virtue of necessity, have come up with alternative brand-building approaches and are blazing a trail in the post-mass-media age. In England, Nestlé's Buitoni brand grew through programs that taught the English how to cook Italian food. The Body Shop garnered loyalty with its support of environmental and social causes. Cadbury funded a theme park tied to its history in the chocolate business. Häagen-Dazs opened posh ice-cream parlors and got itself featured by name on the menus of fine restaurants. Hugo Boss and Swatch backed athletic or cultural events that became associated with their brands. The various campaigns shared characteristics that could serve as guidelines for any company hoping to build a successful brand: senior managers were closely involved with brand-building efforts; the companies recognized the importance of clarifying their core brand identity; and they made sure that all their efforts to gain visibility were tied to that core identity. Studying the methods of companies outside one's own industry and country can be instructive for managers. Pilot testing and the use of a single and continuous measure of brand equity also help managers get the most out of novel approaches in their ever more competitive world.
Differences in rates of switchbacks after switching from branded to authorized generic and branded to generic drug products: cohort study

Science.gov (United States)

Sarpatwari, Ameet; Dejene, Sara; Khan, Nazleen F; Lii, Joyce; Rogers, James R; Dutcher, Sarah K; Raofi, Saeid; Bohn, Justin; Connolly, John; Fischer, Michael A; Kesselheim, Aaron S; Gagne, Joshua J

2018-01-01

Abstract Objectives To compare rates of switchbacks to branded drug products for patients switched from branded to authorized generic drug products, which have the same active ingredients, appearance, and excipients as the branded product, with patients switched from branded to generic drug products, which have the same active ingredients as the branded product but may differ in appearance and excipients. Design Observational cohort study. Setting Private (a large commercial health plan) and public (Medicaid) insurance programs in the US. Participants Beneficiaries of a large US commercial health insurer between 2004 and 2013 (primary cohort) and Medicaid beneficiaries between 2000 and 2010 (replication cohort). Main outcome measures Patients taking branded products for one of the study drugs (alendronate tablets, amlodipine tablets, amlodipine-benazepril capsules, calcitonin salmon nasal spray, escitalopram tablets, glipizide extended release tablets, quinapril tablets, and sertraline tablets) were identified when they switched to an authorized generic or a generic drug product after the date of market entry of generic drug products. These patients were followed for switchbacks to the branded drug product in the year after their switch to an authorized generic or a generic drug product. Cox proportional hazard models were used to estimate hazard ratios and 95% confidence intervals after adjusting for demographics, including age, sex, and calendar year. Inverse variance meta-analysis was used to pool adjusted hazard ratios across all drug products. Results A total of 94 909 patients switched from branded to authorized generic drug products and 116 017 patients switched from branded to generic drug products and contributed to the switchback analysis. Unadjusted incidence rates of switchback varied across drug products, ranging from a low of 3.8 per 100 person years (for alendronate tablets) to a high of 17.8 per 100 person years (for amlodipine
77 FR 48111 - Branded Prescription Drug Fee; Correction

Science.gov (United States)

2012-08-13

... DEPARTMENT OF THE TREASURY Internal Revenue Service 26 CFR Part 51 [REG-112805-10] RIN 1545-BJ39 Branded Prescription Drug Fee; Correction AGENCY: Internal Revenue Service (IRS), Treasury. ACTION: Notice..., August 6, 2012 (77 FR 46653) relating to the branded prescription drug fee imposed by the Affordable Care...
Evolution of Electronic Cigarette Brands From 2013-2014 to 2016-2017: Analysis of Brand Websites.

Science.gov (United States)

Hsu, Greta; Sun, Jessica Y; Zhu, Shu-Hong

2018-03-12

The electronic cigarette (e-cigarette) industry has grown in size and organizational complexity in recent years, most notably with the entry of major tobacco companies in 2012 and the proliferation of vape shops. Many brands maintain retail websites that present e-cigarette marketing claims and sell directly to consumers. Understanding of the evolving composition of different types of e-cigarette brand websites is currently underdeveloped. This paper presents how e-cigarette brand websites surveyed in 2013-2014 evolved by 2016-2017, and how the websites run by different types of e-cigarette producers currently differ. In 2016-2017, we revisited 466 e-cigarette brand websites surveyed in 2013-2014, 288 of which were extant, and identified 145 new English-language websites. We compared product designs, marketing claims, and age-based warnings presented by types of e-cigarette producers: major tobacco companies, independent vape shops, and independent internet-only companies. Among the 433 websites examined in 2016-2017, 12 were owned by major tobacco companies, 162 operated a physical vape shop, and 259 were internet-only operations. Closed-system product designs were sold by 83% (10/12) of tobacco-owned brands. In comparison, 29.0% (47/162, Ptraditional combustible cigarette flavors of tobacco and menthol (P values e-liquid compared with internet-only and vape shop brands (P values e-cigarettes as healthier (Pe-cigarette brands has not appeared to increase since 2014, even as website messaging evolved, with brands owned by tobacco companies and vape shops pulling in opposite directions. Brands owned by tobacco companies offered a limited range of e-cigarette products, whereas brands owned by vape shops emphasized a panoply of flavor and nicotine options. Furthermore, the Food and Drug Administration's regulatory action may influence the types of e-cigarette products offered and the market shares of various companies. ©Greta Hsu, Jessica Y Sun, Shu-Hong Zhu
Generic medications for you, but brand-name medications for me.

Science.gov (United States)

Keenum, Amy J; Devoe, Jennifer E; Chisolm, Deena J; Wallace, Lorraine S

2012-01-01

Because generic medications are less expensive than brand-name medications, government and private insurers have encouraged and/or mandated the use of generics. This study aimed at evaluating perceptions about generic medications among English-speaking women of childbearing age currently enrolled in U.S. TennCare (Medicaid). We recruited a convenience sample of patients from the waiting room of a primary care/gynecology health clinic, with 80% recruitment rate among those approached. We orally administered a 25-item questionnaire to gather sociodemographic information and to assess beliefs regarding the efficacy, safety, cost, and preferences for personal use of generic medications. The average age of the women (n=172) was 28.8 ± 6.4 years, and most were white (82.0%) and currently married (58.1%). Nearly one-fifth (19.2%) had not completed high school. Most women believed that generic medications were less expensive (97.6%) and better value (60.5%) than brand-name medications, but only 45.3% preferred to take generics themselves. About a quarter (23.3%) believed that brand-name medications were more effective than generics, whereas 13.4% believed that generics caused more side effects. Few women reported that their doctor (29.7%) and/or pharmacist (35.5%) had ever talked to them about taking generics. Awareness of the benefits of generics did not equal preferences for personal use of generics among this sample of women enrolled in U.S. TennCare. Furthermore, women reported that providers-both physicians and pharmacists-infrequently discussed generic substitution with them. Copyright © 2012 Elsevier Inc. All rights reserved.
Awareness of American Brand Names in the Soviet Union.

Science.gov (United States)

Wallace-Whitaker, Virginia

A study was conducted to determine the extent to which familiarity with American brand names had spread beyond the tourist centers of Moscow and Leningrad, in a population group most likely to have curiosity about American products. The subjects, 82 English-speaking college students ages 18-25, were all students at Kharkov State University in the…
Analysis of Branding Strategy through Instagram with Storytelling in Creating Brand Image on Proud Project

Directory of Open Access Journals (Sweden)

Handy Martinus

2017-10-01

Full Text Available The objectives of the article were to study the branding strategy of a new age media company through social media with storytelling, how it could be utilized in the building of brand image, and what were the special characteristics of storytelling in social media environment, especially Instagram. The study provided an overview of factors in the online content update from social media to elevate interaction and to maintain the relationship between the company and its audience. Also specifying the points on how the information looked desirable to the customer. The qualitative descriptive content analysis was conducted to investigate how a new age media company with Instagram as the platform, which products were intangible and used storytelling in the delivery utilizes and mixes both components. Data were obtained by conducting the in-depth interview with company’s representative, public relations practitioner, and a follower of the company’s Instagram account, which then analyzed through data reduction. The research suggests that storytelling combined with social media features potentially strengthens all dimensions of brand equity with the brand image as the focus, primarily due to its engaging content, its ability to enhance the formation of an emotional connection, and its capabilities in improving recall and recognition. Branding activities conducted by Proud through Instagram can be said to be effective, taking into account the six main factors in providing updates, namely vividness, interactivity, informational content, entertaining content, position and valence of comments. Storytelling plays a role in communicating the company's brand and value. In addition, storytelling is also a branding tool that becomes an element that uniquely unveils a company with a competitor.
Interaction between pharmaceutical companies and physicians who prescribe antiretroviral drugs for treating AIDS

Directory of Open Access Journals (Sweden)

Mario Cesar Scheffer

Full Text Available CONTEXT AND OBJECTIVE: Given that Brazil has a universal public policy for supplying medications to treat HIV and AIDS, the aim here was to describe the forms of relationship between physicians and the pharmaceutical companies that produce antiretrovirals (ARVs. DESIGN AND SETTING: Cross-sectional epidemiological study conducted in the state of São Paulo. METHODS : Secondary database linkage was used, with structured interviews conducted by telephone among a sample group of 300 physicians representing 2,361 professionals who care for patients with HIV and AIDS. RESULTS : Around two thirds (64% of the physicians prescribing ARVs for HIV and AIDS treatment in the state of São Paulo who were interviewed declared that they had some form of relationship with pharmaceutical companies, of which the most frequent were receipt of publications (54%, visits by sales promoters (51% and receipt of small-value objects (47%. CONCLUSIONS: Two forms of relationship between the pharmaceutical industry and physicians who deal with HIV and AIDS can be highlighted: facilitation of professionals' access to continuing education; and antiretroviral drug brand name promotion.
Evolution of Electronic Cigarette Brands From 2013-2014 to 2016-2017: Analysis of Brand Websites

Science.gov (United States)

Hsu, Greta; Sun, Jessica Y

2018-01-01

2014, even as website messaging evolved, with brands owned by tobacco companies and vape shops pulling in opposite directions. Brands owned by tobacco companies offered a limited range of e-cigarette products, whereas brands owned by vape shops emphasized a panoply of flavor and nicotine options. Furthermore, the Food and Drug Administration’s regulatory action may influence the types of e-cigarette products offered and the market shares of various companies. PMID:29530840
Hospitals plan to start their own generic drug company

Directory of Open Access Journals (Sweden)

Robbins RA

2018-01-01

Full Text Available The New York Times reports that groups representing more than 450 hospitals plan to form their own generic drug company (1. Intermountain Healthcare is leading the collaboration with several other large hospital groups, Ascension, SSM Health and Trinity Health, in consultation with the U.S. Department of Veterans Affairs, to form a not-for-profit drug company. The new firm is looking to create generic versions of about 20 existing drugs that the group says cost too much now or are in short supply. The article did not name the drugs targeted but expects the first of its pharmaceutical products to become available in 2019. Members of the consortium will contribute funds to finance the new drug company.
Brands and Brand Equity

OpenAIRE

Brunello Adrian

2011-01-01

Nowadays brands have become significant drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies. In order to gain customers and make them become loyal, firms have to establish the equity of the brand and present it in a clear and visible way to their target market. Therefore the topic of brand equity plays a major role in the creation and development of product and company brand strategy. The paper focuses on some general inf...

Differences in Peripheral Blood Lymphocytes between Brand-Name and Generic Tacrolimus Used in Stable Liver Transplant Recipients.

Science.gov (United States)

Kim, Jong Man; Kwon, Choon Hyuck David; Joh, Jae-Won; Sinn, Dong Hyun; Choi, Gyu-Seong; Park, Jae Berm; Kang, Eun-Suk; Lee, Suk-Koo

2017-01-01

In this study, peripheral blood lymphocytes were compared between a brand-name and a generic tacrolimus group in stable liver transplant recipients. Sixteen patients who underwent ABO-compatible living donor liver transplants between 2012 and 2013 and had stable graft function were included in this study. Ten patients received brand-name tacrolimus and 6 patients received generic tacrolimus. CD3, CD4, CD8, γδ, CD4+FoxP3+, and CD3-CD56+ T cells were analyzed in peripheral blood obtained preoperatively and 4, 8, 12, and 24 weeks after liver transplantation. Categorical variables were compared using a χ2 test or Fisher exact test, and continuous variables were compared using the Mann-Whitney U test. Regarding the baseline and perioperative characteristics, there were no statistically significant differences between the 2 groups. Immunosuppression also was not different. Subtype analysis of T-cell populations carried out in parallel showed similar levels of CD3, CD4, CD8, and γδT cells with brand-name tacrolimus and generic tacrolimus in stable liver transplant recipients. However, the levels of CD4+Foxp3+ and CD3-CD56+ T cells were higher in the brand-name tacrolimus group than in the generic tacrolimus group 8 weeks after transplantation (p brand-name tacrolimus group than in the generic tacrolimus group after transplantation. This finding showed that brand-name tacrolimus could have more potential immunosuppressive activity than generic tacrolimus regarding the contribution of CD4+Foxp3+ T cells to graft tolerance in liver transplant recipients. © 2017 S. Karger AG, Basel.
Novel participatory methods of involving patients in research: naming and branding a longitudinal cohort study, BRIGHTLIGHT.

Science.gov (United States)

Taylor, Rachel M; Mohain, Jasjeet; Gibson, Faith; Solanki, Anita; Whelan, Jeremy; Fern, Lorna A

2015-03-14

Patient and public involvement (PPI) is central to research and service planning. Identifying effective, meaningful ways of involvement is challenging. The cohort study 'Do specialist services for teenagers and young adults with cancer add value?' follows young people for three years, examining outcomes associated with specialist care. Participant retention in longitudinal research can be problematic potentially jeopardising study completion. Maximising study awareness through high impact branding and publicity may improve study retention. Study names are typically generated by researchers rather than designed with patients. We aimed to involve young people in developing a brand identity and name to 'Do specialist services for teenagers and young adults with cancer add value?'. Nine young people aged 17-26 years diagnosed with cancer when aged 14-25 years participated in a one day workshop with further data collection at a patient conference. Methodology was similar to conventional branding and naming exercises and was divided into six stages. The workshop comprised five stages. Stage 1: 'What's in a brand' allowed young people to enquire why brands/logos are important, Stage 2: 'Brand Transformation' identified what young people needed to know and believe about the study when approached about participation, Stage 3: 'Brand Essence' determined how we wanted the study to be perceived by young people, Stage 4: 'What's in a name' identified potential names for the study. Stage 5: 'Logo creation' assembled the mood and feel of logos. Stage 6 was logo design and an electronic survey of 249 young people attending a patient conference. BRIGHTLIGHT was the final study name and the brand essence (or study personality) was friendly, supportive and inspiring. Four logos were designed and the final logo received 47% (n = 115) of votes. Acceptance and retention to BRIGHTLIGHT is higher than anticipated (80% versus 60%), this may be related to our integral PPI strategy. We
Appeals court reverses verdict favoring drug companies.

Science.gov (United States)

1995-06-02

An appeals court reversed a verdict favoring drug companies after the widow of a hemophiliac, whose death was linked to HIV-tainted blood products, sued four pharmaceutical companies to pay damages. The four companies, Alpha Therapeutic Corp., Miles Laboratories Inc., Armour Pharmaceutical Co., and Baxter Travenol Laboratories Inc., provided Factor VIII, a clotting concentrate, to [name removed] [name removed], the plaintiff's husband, from 1972 until his death in 1987. [Name removed]'s wife sued the companies, alleging that the defendants negligently solicited blood plasma from paid donors who had a high risk of having HIV, failed to determine whether any lots of Factor VIII contained plasma from an at-risk donor, failed to warn consumers of possible risks, and failed to heat-treat HIV and other viruses in Factor VIII, despite industry-wide knowledge of the risk of infection. The three-judge panel said the trial judge's decision to avoid ruling on the antigenic stimulation theory, based on insufficient evidence, was improper. In addition, the appeals court said a retrial is necessary because of improper remarks made by Alpha's attorney.
Impact of Corporate Reputation on Brand Differentiation: An Empirical Study from Iranian Pharmaceutical Companies.

Science.gov (United States)

Vahabzadeh, Afshin; Vatanpour, Hossein; Dinarvand, Rasoul; Rajabzadeh, Ali; Salamzadeh, Jamshid; Mohammadzadeh, Mehdi

2017-01-01

The influence of company reputation or what is often referred to as corporate reputation on branding strategy and producing intangible asset for different industries has been researched in western countries, but there is a gap for the generalizability of findings to countries out of the United State and Europe. To establish the western researcher's external validity of theories in other countries and to obtain a better understanding of the influences of branding and company reputation on pharmaceutical business markets, the researchers applied this study for Iran, a country in the Middle East. The obtained results using SEM (by P.L.S. 2.0 software) showed a good relationship between value creation and brand differentiation (β =0.360 and t-value = 3.167), between corporate communication and brand differentiation (β = 0.022 and t-value = 3.668), and between strategic resources and brand differentiation (β = 0.289 and t-value = 2.247). This study is a pioneering attempt in Iran to measure the impact of corporate reputation on brand differentiation strategy.
Impact of Corporate Reputation on Brand Differentiation: An Empirical Study from Iranian Pharmaceutical Companies

Science.gov (United States)

vahabzadeh, Afshin; vatanpour, Hossein; dinarvand, Rasoul; rajabzadeh, Ali; salamzadeh, Jamshid; mohammadzadeh, Mehdi

2017-01-01

The influence of company reputation or what is often referred to as corporate reputation on branding strategy and producing intangible asset for different industries has been researched in western countries, but there is a gap for the generalizability of findings to countries out of the United State and Europe. To establish the western researcher’s external validity of theories in other countries and to obtain a better understanding of the influences of branding and company reputation on pharmaceutical business markets, the researchers applied this study for Iran, a country in the Middle East. The obtained results using SEM (by P.L.S. 2.0 software) showed a good relationship between value creation and brand differentiation (β =0.360 and t-value = 3.167), between corporate communication and brand differentiation (β = 0.022 and t-value = 3.668), and between strategic resources and brand differentiation (β = 0.289 and t-value = 2.247). This study is a pioneering attempt in Iran to measure the impact of corporate reputation on brand differentiation strategy. PMID:29552075
BRANDING AND IDENTITY BUILDING FOR A SMALL COMPANY : Focused on Visual Identity

OpenAIRE

Näveri, Mattea

2015-01-01

The topic of this thesis is branding and identity of a small business, with a focus on visual identity. The major part of this thesis focuses on the research done on visual identity and the basic ideation of branding. The other half specifically focuses on the visual identity, the creation of a logo for the company, defining typography and colour and ephemera, and particularly, the company’s business card. The main goal was to execute a unique, individualized branding, which showcases...
Comparative effectiveness and costs of generic and brand-name gabapentin and venlafaxine in patients with neuropathic pain or generalized anxiety disorder in Spain

Directory of Open Access Journals (Sweden)

Sicras-Mainar A

2015-06-01

(difference of €182 per patient; P=0.020 for venlafaxine, both because of more use of medical visits and concomitant medication. Compared with generic, brand-name was associated with higher reduction in pain (7.8%; P<0.001 and anxiety (13.2%; P<0.001. Conclusion: Patients initiating brand-name gabapentin or venlafaxine were more likely to adhere and persist on treatment of pNP or GAD, have lower health care costs, and show further reduction of pain and anxiety symptoms than with generic drugs in routine medical practice. Keywords: brand medicinal products, generic medicinal products, adherence, persistence, use of resources, costs, outcomes
Brand Building in Born Global Firms : The role of digitalization in brand building in young B2B Born Global companies internationalization

OpenAIRE

Kjellstrand, Johan; Samar, Ouf

2017-01-01

Purpose: The purpose of this thesis is to create a deeper understanding of the impact of digitalization on branding and brand building in the internationalization of B2B Born Global SMEs. Design/methodology: The methods used were a mixed qualitative methodology including both interviews and open-ended surveys. With an explorative and descriptive purpose, this study aimed to deliver depth and specific knowledge. The sample companies were young SME, B2B companies in northern Sweden that either ...
Drug Brand Response and Its Impact on Compliance and Efficacy in Depression Patients.

Science.gov (United States)

Li, Mingming; Cai, Jian; Zhang, Ping; Fei, Chunhua; Xu, Feng

2016-01-01

Introduction: Patient's response to drug brand is a comprehensive physiological and psychological effect which might impact the compliance and efficacy of drugs. Whether the therapeutic outcome altered on patients with brand response after they experience drug switch is not clear. Methods: 459 outpatients with mild-to-moderate depression were divided into the imported (joint venture) drug group and the domestic drug group according to their current drug application. Two groups of patients were assessed by drug brand preference questionnaire and medication compliance questionnaire. Patients with brand preference in imported (joint venture) drugs group received rational use of limited medical resource and pharmacoeconomics education, and then switched with domestic drug for 8 weeks. Safety and efficacy were evaluated both before and after the drug switch. Results: Overall, there were 27% of patients in imported drug group and 35% of patients in domestic drug group have brand response, respectively. About 2/3 patients in both groups showed low or no brand response. The compliance was similar in both groups with no significant difference (6.04 ± 2.08 vs. 4.74 ± 2.13, respectively, P > 0.05). The efficacy of imported drug group was significantly better than of the domestic drug group. Correlation analysis showed that in imported (joint venture) drugs group, medication compliance was closely related with brand response, but negatively correlated with age and duration. In domestic drugs group, medication compliance was independent of brand response, but closely related with education, age, and duration. After drug switch with domestic drug on patients with brand response, patients continued to maintain good antidepressant effect, and no severe adverse reaction occurred. Conclusion: The results suggested that domestic drugs switch might be feasible for patients using imported drugs with brand response, while providing patients with rational use of drug education and
Swayed by the Logo and Name: Does University Branding Work?

Science.gov (United States)

Idris, Muhammad Zaffwan; Whitfield, T. W. Allan

2014-01-01

Over the last decade, many universities attempted to improve their public image by changing their corporate visual identity (CVI) and/or name. Despite the prevalence of such practices, little research has been conducted into their effectiveness. The research reported here focused upon one facet of the higher education branding debate, that of the…
BRAND DEVELOPMENT - A WAY TO OVERCOME THE CRISIS

Directory of Open Access Journals (Sweden)

Cristina Petronela SIMION

2014-04-01

Full Text Available The purpose of the present paper is to highlight that within contemporary economy, the market is built on brands rather than products. The market became an universe full of colors, names, logos and taglines. The brand resides within the hearts and minds of customers as being the sum of their perceptions and experiences upon the company’s promise. Consequently, looking at brands like Apple, Microsoft, IBM who understood that technological innovation must be sustained by strong communication and developed emblematic brands, also Romanian IT companies must pursue similar goals in developing own brands. Current research, backed-up by the case study, substantiates that IT companies who proved to be creative and aligned their communication strategy onto their activity profile not even successfully survived the economic crisis but even managed to outgrow the competition.
Pricing of drugs with heterogeneous health insurance coverage.

Science.gov (United States)

Ferrara, Ida; Missios, Paul

2012-03-01

In this paper, we examine the role of insurance coverage in explaining the generic competition paradox in a two-stage game involving a single producer of brand-name drugs and n quantity-competing producers of generic drugs. Independently of brand loyalty, which some studies rely upon to explain the paradox, we show that heterogeneity in insurance coverage may result in higher prices of brand-name drugs following generic entry. With market segmentation based on insurance coverage present in both the pre- and post-entry stages, the paradox can arise when the two types of drugs are highly substitutable and the market is quite profitable but does not have to arise when the two types of drugs are highly differentiated. However, with market segmentation occurring only after generic entry, the paradox can arise when the two types of drugs are weakly substitutable, provided, however, that the industry is not very profitable. In both cases, that is, when market segmentation is present in the pre-entry stage and when it is not, the paradox becomes more likely to arise as the market expands and/or insurance companies decrease deductibles applied on the purchase of generic drugs. Copyright © 2012 Elsevier B.V. All rights reserved.
Prescription drug brand Web sites: Guidance where none exists

Directory of Open Access Journals (Sweden)

Lewis Glinert, Ph.D

2010-01-01

Full Text Available This paper applies insights from linguistics and discourse analysis to prescription drug brand Web sites, with special reference to the 100 top-selling drugs. Such sites give the outward appearance of being a place to go for straightforward information about a specific brand. In reality, they present a confused mix of brand information, health information and hype, muddled organization, and poor indication of authority, creating an imbalance between benefit and risk content. In so doing, they breach the letter and spirit of the regulations governing direct-to-consumer advertising, which the FDA has by default applied to such Web sites but which were not designed for this special type of discourse. The many communicative difficulties proven to be caused by Web sites in general, in particular for the elderly and less literate, also pose ethical problems. A rethinking of the verbal and visual design of these drug sites is needed -- and new regulatory guidance, for which this paper offers recommendations. At stake is not just the quality of health information at brand drug sites but also their credibility.
The Effect of Social Media to the Brand Awareness of a Product of a Company

Directory of Open Access Journals (Sweden)

Hansel Bagus Tritama

2016-05-01

Full Text Available Social media is an online media, where the users can easily participate, share, and create any content such as banner, posters, videos and advertisement. Many companies use these social media as a tool to promote their products and make customers aware with their brand. On the other hand, not all companies succeed to market their products and make their products are at their customers’ awareness. The purpose of this research is to find the correlation between social media commu- nication marketing with companys brand awareness in social media. The research method for this research is quantitative research. This method collects data with explanative research type which explains the relationship between two variables. The result of this research is to show that marketing communication in a company has an impact to company’s brand awareness. In addition, this research wants to show that marketing via social media can give impact to company’s revenue. The summary of this research is to get significant information about the effect of social media toward companys brand awareness through quantitative and explanative research method due to the rising of social media.
Your most valuable asset. Increasing the value of your hospital through its brand.

Science.gov (United States)

Petromilli, M; Michalczyk, D

1999-01-01

The authors argue that hospitals could achieve the same brand name recognition as such popular consumer product names as Coke, Nike, and GE. In fact, they say, a brand identity strategy could bring hospitals the advantage they need in a growing marketplace. Increasingly, brand recognition is becoming important in the health care world, as hospitals battle for customers. The majority of patients now choose their health plan and hospital, and they're seeking brands that provide them with the same convenience, access, and value they demand from other consumer products companies. Hospitals can create a viable brand identity strategy by defining their brand's image, maximizing their bran's positioning and patients' brand experience, communicating their brand and measuring the brand's performance.
The Daniel K. Inouye College of Pharmacy Scripts: Prescription Drug Pricing.

Science.gov (United States)

Sumida, Wesley K; Taniguchi, Ronald; Juarez, Deborah Taira

2016-01-01

Prescription drugs have reduced morbidity and mortality and improved the quality of life of millions of Americans. Yet, concerns over drug price increases loom. Drug spending has risen relatively slowly over the past decade because many of the most popular brand-name medicines lost patent protection. In the near future, there will be fewer low-cost generics coming into the market to offset the rising prices of brand-name drugs. Drug expenditures are influenced by both volume and price. This article focuses on how drug prices are set in the United States and current trends. Drug prices are determined through an extremely complicated set of interactions between pharmaceutical manufacturers, wholesalers, retailers, insurers, pharmacy benefit managers (PBMs), managed care organizations, hospitals, chain stores, and consumers. The process differs depending on the type of drug and place of delivery. Rising drug prices have come under increased scrutiny due to increased cost inflation and because many price increases come as a result of mergers and acquisitions of generic drug companies or changes in ownership of brand name drug manufacturers. Other countries have reigned in drug prices by negotiating with or regulating pharmaceutical manufacturers. The best long-term solution to rising drug prices is yet to be determined but the United States will continue to debate this issue and the discussions will get more heated if drug expenditures continue to rise at a rapid rate (ie, increasing 13% in 2014 from the previous year).
40 CFR 89.1009 - What special provisions apply to branded engines?

Science.gov (United States)

2010-07-01

... 40 Protection of Environment 20 2010-07-01 2010-07-01 false What special provisions apply to branded engines? 89.1009 Section 89.1009 Protection of Environment ENVIRONMENTAL PROTECTION AGENCY... branded engines? A manufacturer identifying the name and trademark of another company on the emission...
internal branding

OpenAIRE

Rai, Anu; Omanga, Josphat

2014-01-01

The project report provides an insight into internal branding of two different leading firms – Coca-Cola and Google. The aim of this project report is to study how these two companies use internal branding to promote or build brand performance of the company. This report follows a qualitative research method. The report is deductive in nature and hence, it is guided by the literatures of internal branding. The project report conducted research on brand identity, brand commitment and brand loy...
Internal branding

OpenAIRE

Rijal, Ramesh; Dhakal, Rajendra

2015-01-01

The project report provides an insight into internal branding of two different leading firms – Coca-Cola and Google. The aim of this project report is to study how these two companies use internal branding to promote or build brand performance of the company. This report follows a qualitative research method. The report is deductive in nature and hence, it is guided by the literatures of internal branding. The project report conducted research on brand identity, brand commitment and brand loy...
The role of strategic position in brand promise: Evidence from LG Company

Directory of Open Access Journals (Sweden)

A. Eilaghi Karvandi

2016-08-01

Full Text Available This paper presents an empirical investigation to study the effects of different strategies including attribute, advantage, application, consumer, competitive advantage, pricing/quality and category on brand promise for products of LG Company in city of Tehran, Iran. The study designs two questionnaires, one for strategic positioning and the other for brand promise in Likert scale. Cronbach alphas for brand promise and strategic positioning are 0.81 and 0.79, respectively. The questionnaires are distributed among 385 randomly selected regular users of LG products and using Spearman correlation as well as Stepwise regression techniques, the effects of various strategies on brand promise are examined. The results of the implementation of Spearman correlation have indicated that there were positive and meaningful relationships between different strategies and brand promise. In addition, the results of Stepwise regression have indicated that three strategies of price/quality, consumer and application were the most important predictors of brand promise.

Effects of Brand Extension Strategies on University Students’ Purchase Intent

Directory of Open Access Journals (Sweden)

Şükran KARACA

2015-06-01

Full Text Available The brand extension strategy today preferred by many companies is an application that companies want to transfer the existing certain brand image and reputation in consumers value to new products as they existing brand name to the new products and in this way marketing. In this study, they apply business expansion strategy for the brand and consumer attitudes to identify the variables that influence these attitudes by means of brand extension strategies on consumer purchase intent was to determine the effects. Within this research, 445 students studying at the Cumhuriyet University of face to face interviews were conducted. Results were evaluated using SPSS 20.0 program, students’ frequencies and percentages of the responses received; the responses were analyzed using t-test and ANOVA. In this study, students Adidas company's brand for the expansion of applications imaginary product categories with jeans products against the positive attitude that the other imaginary product categories such as cell phones and laptop computers in terms of some factors other than a positive attitude that has emerged.
77 FR 46653 - Branded Prescription Drug Fee; Hearing

Science.gov (United States)

2012-08-06

... DEPARTMENT OF THE TREASURY Internal Revenue Service 26 CFR Part 51 [REG-112805-10] RIN 1545-BJ39 Branded Prescription Drug Fee; Hearing AGENCY: Internal Revenue Service (IRS), Treasury. ACTION: Notice of... document provides notice of public hearing on proposed regulations relating to the branded prescription...
Prescription drug brand Web sites: Guidance where none exists

Directory of Open Access Journals (Sweden)

Lewis Glinert

2010-06-01

Full Text Available This paper applies insights from linguistics and discourse analysis to prescription drug brand Web sites, with special reference to the 100 top-selling drugs. Such sites give the outward appearance of being a place to go for straightforward information about a specific brand. In reality, they present a confused mix of brand information, health information and hype, muddled organization, and poor indication of authority, creating an imbalance between benefit and risk content. In so doing, they breach the letter and spirit of the regulations governing direct-to-consumer advertising, which the FDA has by default applied to such Web sites but which were not designed for this special type of discourse. The many communicative difficulties proven to be caused by Web sites in general, in particular for the elderly and less literate, also pose ethical problems. A rethinking of the verbal and visual design of these drug sites is needed -- and new regulatory guidance, for which this paper offers recommendations. At stake is not just the quality of health information at brand drug sites but also their credibility. Type: Original Research
The Medicaid Rebate: Changes in Oncology Drug Prices After the Affordable Care Act.

Science.gov (United States)

Bonakdar Tehrani, Ali; Carroll, Norman V

2017-08-01

Prescription drug spending is a significant component of Medicaid total expenditures. The Affordable Care Act (ACA) includes a provision that increases the Medicaid rebate for both brand-name and generic drugs. This study examines the extent to which oncology drug prices changed after the increase in the Medicaid rebate in 2010. A pre-post study design was used to evaluate the correlation between the Medicaid rebate increase and oncology drug prices after 2010 using 2006-2013 State Drug Utilization Data. The results show that the average annual price of top-selling cancer drugs in 2006, adjusted for inflation and secular changes in drug prices, have increased by US$154 and US$235 for branded and competitive brand drugs, respectively, following the 2010 ACA; however, generic oncology drug prices showed no significant changes. The findings from this study indicate that oncology drug prices have increased after the 2010 ACA, and suggest that pharmaceutical companies may have increased their drug prices to offset increases in Medicaid rebates.
THE APPLICATION OF MULTIVARIATE STATISTICAL ANALYSIS TO THE VALUATION OF DURABLE GOODS BRANDS

OpenAIRE

Dziechciarz-Duda, Marta; Król, Anna

2017-01-01

Nowadays, due to changes in the market and new trends in consumer behaviours, intangible assets, such as brand, have gained fundamental importance. The more frequent conviction that a product with a well-known name is better than other products contributes to the case of replacing the price of a product by its brand name as the predominant factor in the purchase decision process. Thus, for many companies the strengthening of brand equity has become one of the key elements of marketing strateg...
Comparison of Generic-to-Brand Switchback Rates Between Generic and Authorized Generic Drugs.

Science.gov (United States)

Hansen, Richard A; Qian, Jingjing; Berg, Richard; Linneman, James; Seoane-Vazquez, Enrique; Dutcher, Sarah K; Raofi, Saeid; Page, C David; Peissig, Peggy

2017-04-01

Generic drugs contain identical active ingredients as their corresponding brand drugs and are pharmaceutically equivalent and bioequivalent, whereas authorized generic drugs (AGs) contain both identical active and inactive ingredients as their corresponding brand drugs but are marketed as generics. This study compares generic-to-brand switchback rates between generic and AGs. Retrospective cohort study. Claims and electronic health record data from a regional U.S. health care system. The full cohort consisted of 5542 unique patients who received select branded drugs during the 6 months prior to their generic drug market availability (between 1999 and 2014) and then were switched to an AG or generic drug within 30 months of generic drug entry. For these patients, 5929 unique patient-drug combinations (867 with AGs and 5062 with generic drugs) were evaluated. Ten drugs with AGs and generics marketed between 1999 and 2014 were evaluated. The date of the first generic prescription was considered the index date for each drug, and it marked the beginning of follow-up to evaluate the occurrence of generic-to-brand switchback patterns over the subsequent 30 months. Switchback rates were compared between patients receiving AGs versus those receiving generics using multivariable Cox proportional hazards models, controlling for individual drug effects, age, sex, Charlson Comorbidity Score, pre-index drug use characteristics, and pre-index health care utilization. Among the 5542 unique patients who switched from brand to generic or brand to AG, 264 (4.8%) switched back to the brand drug. Overall switchback rates were similar for AGs compared with generics (hazard ratio [HR] 0.86, 95% confidence interval [CI] 0.65-1.15). The likelihood of switchback was higher for alendronate (HR 1.64, 95% CI 1.20-2.23) and simvastatin (HR 1.81, 95% CI 1.30-2.54) and lower for amlodipine (HR 0.27, 95% CI 0.17-0.42) compared with the other drugs evaluated. Overall switchback rates were similar
Establishment of a Clothing Company in Finland Based on a University Brand Case: LAMK Apparel Company

OpenAIRE

Biliba, Arsenii; Mishchenko, Nikita

2017-01-01

This thesis aims to assist LAMK Apparel Company in its entry into the clothing market, in Finland. Based on country analysis of the two target countries (Russia and Finland), its original business idea is developed together with innovative concepts. Accordingly, the business plan is created to describe an applicable development way for the idea. The authors focus on the process of establishing a clothing company in Finland based on a university brand through the implementation of a business p...
Comparison of generic-to-brand switchback patterns for generic and authorized generic drugs

Science.gov (United States)

Hansen, Richard A.; Qian, Jingjing; Berg, Richard; Linneman, James; Seoane-Vazquez, Enrique; Dutcher, Sarah K.; Raofi, Saeid; Page, C. David; Peissig, Peggy

2018-01-01

Background While generic drugs are therapeutically equivalent to brand drugs, some patients and healthcare providers remain uncertain about whether they produce identical outcomes. Authorized generics, which are identical in formulation to corresponding brand drugs but marketed as a generic, provide a unique post-marketing opportunity to study whether utilization patterns are influenced by perceptions of generic drugs. Objectives To compare generic-to-brand switchback rates between generics and authorized generics. Methods A retrospective cohort study was conducted using claims and electronic health records data from a regional U.S. healthcare system. Ten drugs with authorized generics and generics marketed between 1999 and 2014 were evaluated. Eligible adult patients received a brand drug during the 6 months preceding generic entry, and then switched to a generic or authorized generic. Patients in this cohort were followed for up to 30 months from the index switch date to evaluate occurrence of generic-to-brand switchbacks. Switchback rates were compared between patients on authorized generics versus generics using Kaplan-Meier curves and Cox proportional hazards models, controlling for individual drug effects, age, sex, Charlson comorbidity score, pre-index drug use characteristics, and pre-index healthcare utilization. Results Among 5,542 unique patients that switched from brand-to-generic or brand-to-authorized generic, 264 (4.8%) switched back to the brand drug. Overall switchback rates were similar for authorized generics compared with generics (HR=0.86; 95% CI 0.65-1.15). The likelihood of switchback was higher for alendronate (HR=1.64; 95% CI 1.20-2.23) and simvastatin (HR=1.81; 95% CI 1.30-2.54) and lower for amlodipine (HR=0.27; 95% CI 0.17-0.42) compared with other drugs in the cohort. Conclusions Overall switchback rates were similar between authorized generic and generic drug users, indirectly supporting similar efficacy and tolerability profiles for
CONSUMER PERCEPTION AND BRAND LOYALTY TOWARDS OVER THE COUNTER BRAND MEDICINES OF MAJOR PHARMACEUTICALS COMPANIES WITH SPECIAL REFERENCE TO RAJASTHAN

OpenAIRE

Abhishek Dadhich; Prof. (Dr.) Kavaldeep Dixit

2017-01-01

The study intends to explore the consumer perception towards over-the-counter (OTC) medicines and factors that influence consumer buying behavior for OTC brand medicines marketed by pharmaceutical companies. It also aims to study the impact of marketing mix factors on consumer perception and OTC brand loyalty. The research is descriptive in nature. It is based on primary data which is collected via structured questionnaire. The hundred respondents were participated in pilot study to understan...
Clifford’s Fireplace Company Limited Brand Identity Project

OpenAIRE

Dee, Peter

2009-01-01

Peter Dee - Strategic Design and Marketing Consultant, was responsible for the design and development of the brand identity for the Clifford’s Fireplaces Company which was used on business cards, letterhead, advertisements, promotional material and e-Commerce website. Clifford's Fireplaces Ltd. was established in 1947 and with over 65 years of experience in the fireplace and home heating business it is their goal to ensure that customers obtain the most appropriate products and services to me...
EFFECT OF SOCIAL MEDIA MARKETING ON BRAND EQUITY OF ONLINE COMPANIES

Directory of Open Access Journals (Sweden)

Satheeka Kavisekera

2016-11-01

Full Text Available Social Media is a prominent marketing tool profoundly used by E-Businesses to draw the attention of the online target audience that could be converted to direct traffic. However, the non-exclusivity of social media has created a unique issue for virtual enterprises that are entirely depending on digital media. The main emphasis of this study is to appreciate the significance of Social Media Marketing in promoting the Brand Equity of E-Commerce enterprises. The empirical study is based on Kapruka.Com; Sri Lanka’s largest online gift shop with the aim of identifying the casual relationship between social media marketing and brand equity. An online questionnaire has been employed to collect the data during the survey. Evident by findings, there is a significant relationship between social media marketing and brand equity of online companies. The study contributes to the marketing practitioners in terms of enhancing the brand value by identifying and exploiting the main attributes of social media marketing.
Going, Going... Gone Global : A study of two companies that want to take their brands abroad

OpenAIRE

Stork, Angelica; Leü Byström, Elisabet; Gustafsson, Marie

2007-01-01

This is a bachelor thesis within marketing that aims at finding how branding strategies is affected by the market it operates and how it influences the possibilities to create a global brand. This will be carried out by looking at branding strategies, global branding and branding on the emerging markets with comparison to mature markets. The authors will do this by conducting a case study where two companies will be studied, one from an emerging market and one from a mature market. The develo...
Drugs Approved for Neuroblastoma

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for neuroblastoma. The list includes generic names and brand names. The drug names link to NCI's Cancer Drug Information summaries.
Deception in Brand Names: Do Print Ads Clarify the Nutrition Claims?

Science.gov (United States)

Reece, Bonnie B.; Rifon, Nora J.

To learn whether the problem of misunderstanding in brand names might be caused by the content of advertisements or whether it stemmed from a failure in the exposure-processing chain with respect to the effect of the ads on consumers, a study investigated the extent to which marketers provide information in their advertising that clarifies the…
A new service proposition as a brand extension for P. H. U. Color company

OpenAIRE

Weglarz, Jagoda

2014-01-01

The purpose of this thesis was to study the advertising psychology and the brand image subjects and to apply them in order to provide the brand image enhancement and brand extension combined with the proposition of a new service for Color, company. Moreover, according to the result of marketing research, examining the possible success of the new service and indicate the leading persuasive advertising tools in the market. The outcomes may help Color to verify if the new service can be applied ...
Drugs Approved for Retinoblastoma

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for retinoblastoma. The list includes generic names and brand names. The drug names link to NCI’s Cancer Drug Information summaries.
Pricing of brand extensions based on perceptions of brand equity

Directory of Open Access Journals (Sweden)

Panagiotis Arsenos

2018-04-01

Full Text Available The paper explores the role of brand equity when pricing hypothetical brand extensions. Companies tend to use different pricing techniques for their products, and their pricing decisions are based on many factors, including image and category fit of the product with the existing image and products of the company. Brand extensions are usually investigated from a consumer perspective, focusing on the extension attitude, however, it is essential to understand the corporate decision-making process regarding pricing. Exploring this matter using quantitative research methods, the study provides empirical evidence that companies that have invested heavily in marketing actions in the past and have built strong brand equity over-time, show flexibility in the mark-up during the cost decision-making process of a hypothetical brand extensions. Variations in mark-up percentages are also observed when there is a difference in image and category fit of the extension to the original brand. However, companies characterized by greater brand equity exhibited greater flexibility in the mark-up percentages, even for low fit extensions.
"Spice," "kryptonite," "black mamba": an overview of brand names and marketing strategies of novel psychoactive substances on the web.

Science.gov (United States)

Corazza, Ornella; Valeriani, Giuseppe; Bersani, Francesco Saverio; Corkery, John; Martinotti, Giovanni; Bersani, Giuseppe; Schifano, Fabrizio

2014-01-01

Abstract Introduction: Novel Psychoactive Substances (NPSs) are often sold online as "legal" and "safer" alternatives to International Controlled Drugs (ICDs) with captivating marketing strategies. Our aim was to review and summarize such strategies in terms of the appearance of the products, the brand names, and the latest trends in the illicit online marketplaces. Scientific data were searched in PsychInfo and Pubmed databases; results were integrated with an extensive monitoring of Internet (websites, online shops, chat rooms, fora, social networks) and media sources in nine languages (English, French, Farsi, Portuguese, Arabic, Russian, Spanish, and Chinese simplified/traditional) available from secure databases of the Global Public Health Intelligence Network. Evolving strategies for the online diffusion and the retail of NPSs have been identified, including discounts and periodic offers on chosen products. Advertisements and new brand names have been designed to attract customers, especially young people. An increased number of retailers have been recorded as well as new Web platforms and privacy systems. NPSs represent an unprecedented challenge in the field of public health with social, cultural, legal, and political implications. Web monitoring activities are essential for mapping the diffusion of NPSs and for supporting innovative Web-based prevention programmes.
The lure of global branding.

Science.gov (United States)

Aaker, D A; Joachimsthaler, E

1999-01-01

As more and more companies begin to see the world as their market, brand builders look with envy upon those businesses that appear to have created global brands--brands whose positioning, advertising strategy, personality, look, and feel are in most respects the same from one country to another. Attracted by such high-profile examples of success, these companies want to globalize their own brands. But that's a risky path to follow, according to David Aaker and Erich Joachimsthaler. Why? Because creating strong global brands takes global brand leadership. It can't be done simply by edict from on high. Specifically, companies must use organizational structures, processes, and cultures to allocate brand-building resources globally, to create global synergies, and to develop a global brand strategy that coordinates and leverages country brand strategies. Aaker and Joachimsthaler offer four prescriptions for companies seeking to achieve global brand leadership. First, companies must stimulate the sharing of insights and best practices across countries--a system in which "it won't work here" attitudes can be overcome. Second, companies should support a common global brand-planning process, one that is consistent across markets and products. Third, they should assign global managerial responsibility for brands in order to create cross-country synergies and to fight local bias. And fourth, they need to execute brilliant brand-building strategies. Before stampeding blindly toward global branding, companies need to think through the systems they have in place. Otherwise, any success they achieve is likely to be random--and that's a fail-safe recipe for mediocrity.
Drugs Approved for Esophageal Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for esophageal cancer. The list includes generic names and brand names. The drug names link to NCI's Cancer Drug Information summaries.

Drugs Approved for Kaposi Sarcoma

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for Kaposi sarcoma. The list includes generic names and brand names. The drug names link to NCI's Cancer Drug Information summaries.
Drugs Approved for Skin Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for skin cancer. The list includes generic names and brand names. The drug names link to NCI's Cancer Drug Information summaries.
Drugs Approved for Vulvar Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for vulvar cancer. The list includes generic names and brand names. The drug names link to NCI's Cancer Drug Information summaries.
Drugs Approved for Bone Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for bone cancer. The list includes generic names and brand names. The drug names link to NCI's Cancer Drug Information summaries.
Drugs Approved for Malignant Mesothelioma

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for malignant mesothelioma. The list includes generic names and brand names. The drug names link to NCI's Cancer Drug Information summaries.
Drugs Approved for Endometrial Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for endometrial cancer. The list includes generic names and brand names. The drug names link to NCI's Cancer Drug Information summaries.
The impact of customer-based brand equity on the operational performance of FMCG companies in India

Directory of Open Access Journals (Sweden)

Bijuna C. Mohan

2016-03-01

Full Text Available Measurement of brand equity has posed a big challenge to the companies in the Indian fast moving consumer goods (FMCG industry. This paper investigates the impact of brand equity on the operational performance of businesses in the Indian FMCG industry. The research study adopts descriptive and exploratory approaches. The results indicate that there is correlation between brand equity and operational performance of business. The practical implications of the findings are that brand equity has to be effectively managed for improved operational performance of business.
Brands or generics: the dilemma of pharmaceutical marketing in a developing country.

Science.gov (United States)

Quraeshi, Z A; Luqmani, M; Malhotra, N

1983-01-01

A significant issue in pharmaceutical marketing in many developing countries is whether drugs should be sold by generic or by brand names. In Pakistan, legislation prohibited the sale of brand name drugs in order to increase price competition, and strengthen the market position of indigenous manufacturers to compete against multinationals. However, the government's objectives were not achieved for reasons discussed in the article. The Pakistan case has implications for multinational firms and for other developing countries in similar situations.
Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image

OpenAIRE

Syed Alwi, SF; Nguyen, B; Melewar; Yeat-Hui, L; Liu, M

2016-01-01

Purpose (mandatory) The research explores brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer’s behavioral response in the business to business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediatio...
Drugs Approved for Leukemia

Science.gov (United States)

This page lists cancer drugs approved by the FDA for use in leukemia. The drug names link to NCI's Cancer Drug Information summaries. The list includes generic names, brand names, and common drug combinations, which are shown in capital letters.
Employer Branding

OpenAIRE

Stroblová, Zuzana

2017-01-01

The aim of the Master Thesis is to describe how to build Employer Brand a company. It is based on the description of Employer Branding project of a particular company and the evaluation its process. The thesis is a case study and consists of theoretical and practical part. The theoretical part focuses on trends and changes in leadership approach, definition of Employer Branding and HR Marketing. The practical part deals with the brand building process itself, describes the outputs of the proj...
CHARACTERISTICS BRANDING & BRAND MANAGEMENT IN THE FASHION INDUSTRY

Directory of Open Access Journals (Sweden)

UROŠEVIĆ Snežana

2014-05-01

Full Text Available Brand allows for market offer to be identified and differentiated from the competitive offers. The very essence of brand is based not only on potential sales figures, but on the philosophy that makes it posssible for a customer to identify with the brand. Faced with the plenty of market offers customers undoubtedly prefer well-known companies and brands, thus minimizing risk and time consuming activities of gaining futher knowledge concerning alternative offers. The consumers often wonder whether the branded goods are more worth from the other, similar goods without any famous trademarks. There are many questions and theories but only one is undeniable: one should never doubt the companies that invest great amount of assets, ideas, talents, love and risk, intend to risk previously stated items with bad design, services or products’ quality. Brand building in textile industry differs from branding of market offers targeting general public. Branding in textile industry requires more focused approach. Fashion companies are facing with bigger challenges when fighting to attract and keep new consumers who are offered new products and markets. In order to create strong brand, it is necessary to possess expert planning and long-term capital investment. Successful brand is actually an excellent product or service, with creatively designed and conducted marketing. Branding has become marketing’s priority, because successful brands achieve higher prices and gain over loyalty, and attract both consumers and financiers. Marketing agents of the successful 21st century brands must be extremely efficient in strategic brand management, which assumes implementation of marketing activities and programmes in order to build brands, as well as brand management to increase its value. Brands and its value must be regarded and recognized as strategic capital.
Drugs Approved for Liver Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for liver cancer. The list includes generic names and brand names. The drug names link to NCI’s Cancer Drug Information summaries.
Drugs Approved for Penile Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for penile cancer. The list includes generic names and brand names. The drug names link to NCI’s Cancer Drug Information summaries.
Drugs Approved for Rhabdomyosarcoma

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for rhabdomyosarcoma. The list includes generic names and brand names. The drug names link to NCI's Cancer Drug Information summaries. There may be drugs used in rhabdomyosarcoma that are not listed here.
Drugs Approved for Vaginal Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) to prevent vaginal cancer. The list includes generic names and brand names. The drug names link to NCI’s Cancer Drug Information summaries.
Advertisements impact the physiological efficacy of a branded drug

Science.gov (United States)

Kamenica, Emir; Naclerio, Robert; Malani, Anup

2013-01-01

We conducted randomized clinical trials to examine the impact of direct-to-consumer advertisements on the efficacy of a branded drug. We compared the objectively measured, physiological effect of Claritin (Merck & Co.), a leading antihistamine medication, across subjects randomized to watch a movie spliced with advertisements for Claritin or advertisements for Zyrtec (McNeil), a competitor antihistamine. Among subjects who test negative for common allergies, exposure to Claritin advertisements rather than Zyrtec advertisements increases the efficacy of Claritin. We conclude that branded drugs can interact with exposure to television advertisements. PMID:23878212
A knowledge-based computer system for assessing new company names

DEFF Research Database (Denmark)

Vidal, Rene Victor Valqui; Thorsen, M.

1990-01-01

This paper briefly describes a knowledge-based computer system implemented at the Registry of Companies (E and S), Ministry of Industries in Denmark. The system helps E and S, on receipt of a request for registration of a new or changed company name, to check the name for acceptability. The check...
Drugs Approved for Cervical Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for cervical cancer. The list includes generic names, brand names, and common drug combinations, which are shown in capital letters. The drug names link to NCI's Cancer Drug Information summaries.
Drugs Approved for Testicular Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for testicular cancer. The list includes generic names, brand names, and common drug combinations, which are shown in capital letters. The drug names link to NCI's Cancer Drug Information summaries.

Drugs Approved for Hodgkin Lymphoma

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for Hodgkin lymphoma. The list includes generic names, brand names, and common drug combinations, which are shown in capital letters. The drug names link to NCI's Cancer Drug Information summaries.
Drugs Approved for Myeloproliferative Neoplasms

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for myeloproliferative neoplasms. The list includes generic names, brand names, and common drug combinations, which are shown in capital letters. The drug names link to NCI's Cancer Drug Information summaries.
Drugs Approved for Wilms Tumor

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for Wilms tumor and other childhood kidney cancers. The list includes generic names and brand names. The drug names link to NCI's Cancer Drug Information summaries.
Influence of food companies' brand mascots and entertainment companies' cartoon media characters on children's diet and health: a systematic review and research needs

Science.gov (United States)

Kraak, V I; Story, M

2015-01-01

Reducing the extent and persuasive power of marketing unhealthy foods to children worldwide are important obesity prevention goals. Research is limited to understand how brand mascots and cartoon media characters influence children's diet. We conducted a systematic review of five electronic databases (2000–2014) to identify experimental studies that measured how food companies' mascots and entertainment companies' media characters influence up to 12 diet-related cognitive, behavioural and health outcomes for children under 12 years. Eleven studies met the inclusion criteria. Studies used 21 unique popular media characters, but no brand mascots. Results suggest that cartoon media character branding can positively increase children's fruit or vegetable intake compared with no character branding. However, familiar media character branding is a more powerful influence on children's food preferences, choices and intake, especially for energy-dense and nutrient-poor foods (e.g. cookies, candy or chocolate) compared with fruits or vegetables. Future research should use a theoretically grounded conceptual model and larger and more diverse samples across settings to produce stronger findings for mediating and moderating factors. Future research can be used to inform the deliberations of policymakers, practitioners and advocates regarding how media character marketing should be used to support healthy food environments for children. PMID:25516352
75 FR 62424 - EDS, an HP Company (Re-Branded as HP-Enterprise Services) Including On-Site Workers From: Abel...

Science.gov (United States)

2010-10-08

...-Branded as HP--Enterprise Services) Including On-Site Workers From: Abel Personnel Inc., Advantage Tech... February 4, 2010, applicable to workers of EDS, an HP Company (Re- branded as HP--Enterprise Services...-branded as HP-- Enterprise Services). These employees provided various activities related to the supply of...
Investigating the brand love-brand hate relationship, and the effects of brand attitude and brand attachment on brand hate

OpenAIRE

Silden, Sandra Emilie; Skeie, Malin Elida

2015-01-01

There has been an increase in consumer research on consumer-brand relationships, specifically positive relationship between the consumer and brands. This thesis tries to shed light on a topic that has received less attention, though highly related, namely brand hate. Study 1 was conducted in order to investigate an antecedent to brand hate, building on the fact that love for a competing brand can cause brand hate. To our knowledge this topic has not been examined before. However, a line of re...
Drug Brand Response and Its Impact on Compliance and Efficacy in Depression Patients

OpenAIRE

Li, Mingming; Cai, Jian; Zhang, Ping; Fei, Chunhua; Xu, Feng

2017-01-01

Introduction: Patient's response to drug brand is a comprehensive physiological and psychological effect which might impact the compliance and efficacy of drugs. Whether the therapeutic outcome altered on patients with brand response after they experience drug switch is not clear. Methods: 459 outpatients with mild-to-moderate depression were divided into the imported (joint venture) drug group and the domestic drug group according to their current drug application. Two groups of patients ...
Drugs Approved for Stomach (Gastric) Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for stomach (gastric) cancer. The list includes generic names and brand names. The drug names link to NCI's Cancer Drug Information summaries.
Drugs Approved for Soft Tissue Sarcoma

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for soft tissue sarcoma. The list includes generic names and brand names. The drug names link to NCI's Cancer Drug Information summaries.
Drugs Approved for Gestational Trophoblastic Disease

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for gestational trophoblastic disease. The list includes generic names and brand names. The drug names link to NCI's Cancer Drug Information summaries.
Preference for brand-name buprenorphine is related to severity of addiction among outpatients in opioid maintenance treatment.

Science.gov (United States)

Binder, Philippe; Messaadi, Nassir; Perault-Pochat, Marie-Christine; Gagey, Stéphanie; Brabant, Yann; Ingrand, Pierre

2016-01-01

As a form of opioid maintenance treatment, high-dose buprenorphine is increasingly being used in the United States. On the French market since 1996, it is the most commonly prescribed and frequently employed opioid maintenance treatment. For unknown reasons, the brand-name form is used far more often than the generic form (76-24%). The objective was to show that the patients' levels of addiction were differentiated according to the form of buprenorphine currently being used and to their previous experience of a different form. An observational study in 9 sites throughout France used self-assessment questionnaires filled out in retail pharmacies by all patients to whom their prescribed buprenorphine treatment was being delivered. The 151 canvassed pharmacies solicited 879 patients, of whom 724 completed the questionnaires. Participants were statistically similar to non-participants. The patients using the brand-name form subsequent to experience with the generic form exhibited a more elevated addiction severity index and a higher dosage than brand-name form users with no experience of a different form. Compared to generic users, their doses were higher, their was addiction more severe, and their alcohol consumption was more excessive; they were also more likely to make daily use of psychotropic substances. However, the level of misuse or illicit consumption was similar between these groups. Preferring the brand-name buprenorphine form to the generic form is associated with a higher level of severe addiction, a more frequent need for daily psychotropics, and excessive drinking; but the study was unable to show a causal link.
Drugs Approved for Gastrointestinal Stromal Tumors

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for gastrointestinal stromal tumors (GIST). The list includes generic names and brand names. The drug names link to NCI's Cancer Drug Information summaries.
Impact of Turquality Model on Branding and International Marketing

Directory of Open Access Journals (Sweden)

Suat Askin

2016-05-01

Full Text Available A brand consists of name, symbol, concept, design, standard, quality or several of them which are used to distinguish a product from its competitors. Without a brand, all products have the same qualities in the eyes of the consumers. Business managers use brands to draw attention of the consumers and ensure that the consumers purchase their products again. The fundamental reason for gaining brand value for a product is that it separates the product from the other products. In the first part of this study, brand and concepts regarding the brand were discussed and the importance of the brand in terms of consumers and manufacturers was also addressed. Then, the impact of exporting with brand in the international market was mentioned. In the second part of the study, Turquality and the advantages of the companies which have Turquality Certificate were presented.
Selling the brand inside.

Science.gov (United States)

Mitchell, Colin

2002-01-01

When you think of marketing, chances are your mind goes right to your customers--how can you persuade more people to buy whatever it is you sell? But there's another "market" that's equally important: your employees. Author Colin Mitchell argues that executives by and large ignore this critical internal audience when developing and executing branding campaigns. As a result, employees end up undermining the expectations set by the company's advertising--either because they don't understand what the ads have promised or because they don't believe in the brand and feel disengaged or, worse, hostile toward the company. Mitchell offers three principles for executing internal branding campaigns--techniques executives can use to make sure employees understand, embrace, and "live" the brand vision companies are selling to the public. First, he says, companies need to market to employees at times when the company is experiencing a fundamental challenge or change, times when employees are seeking direction and are relatively receptive to new initiatives. Second, companies must link their internal and external marketing campaigns; employees should hear the same messages that are being sent to the market-place. And third, internal branding campaigns should bring the brand alive for employees, creating an emotional connection to the company that transcends any one experience. Internal campaigns should introduce and explain the brand messages in new and attention-grabbing ways and then reinforce those messages by weaving them into the fabric of the company. It is a fact of business, writes Mitchell, that if employees do not care about or understand their company's brands, they will ultimately weaken their organizations. It's up to top executives, he says, to give them a reason to care.
Influence of premium vs masked cigarette brand names on the experienced taste of a cigarette after tobacco plain packaging in Australia: an experimental study.

Science.gov (United States)

Skaczkowski, Gemma; Durkin, Sarah; Kashima, Yoshihisa; Wakefield, Melanie

2018-03-12

Few studies have experimentally assessed the contribution of branding to the experience of smoking a cigarette, compared with the inherent properties of the product. This study examined the influence of cigarette brand name on the sensory experience of smoking a cigarette. Seventy-five Australian smokers aged 18-39 years smoked two 'premium' cigarettes, one with the brand variant name shown and one with the brand variant name masked (which provided 'objective' ratings). Unknown to participants, the two cigarettes were identical. At recruitment, participants rated their expected enjoyment, quality and harshness of several premium cigarette brands. Branded cigarettes were rated as having a significantly more favorable taste (M(SE) = 64.14(2.21)) than masked cigarettes (M(SE) = 58.53(2.26), p = .031). Branded cigarettes were also rated as being less stale (M(SE) = 36.04(2.62)) than masked cigarettes (M(SE) = 43.90(2.60), p = .011). Purchase intent tended to be higher among those shown the branded cigarette compared to the masked cigarette (χ 2 (1) = 3.00, p = .083). Expected enjoyment and quality of the brand variant (enjoyment: b = 0.31, 95%CI = 0.11, 0.51, p .05). This pattern was not observed for cigarette harshness. A premium brand variant name can enhance the subjective experience of a cigarette. Further, smokers' expectations of such brand variants contribute to the smoking experience as much, if not more than, the actual qualities of the product.
Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty pada PT Bank Sinarmas

Directory of Open Access Journals (Sweden)

Sem Christina Hawila Sibagariang

2010-09-01

Full Text Available Competition in the banking sector in Indonesia is getting more and more fierceevery day. PT Bank Sinarmas is a rapidly growing bank that continues to increase for the last 3 years. PT Bank Sinarmas committed to maintain this position. Therefore, they need to provide excellent service and deliver good quality savings products to build customer loyalty. The purpose of this study was to determine whether brand image (X1 and brand trust (X2 are partially influencing brand loyalty (Y, and to determine whether both brand image (X1 and brand trust (X2 are simultaneously influencing brand loyalty (Y. The analysis method used is multiple regression analysis using SPSS. Data is obtained through direct survey by distributing questionnaires to 100 clients of the bank at the main branch. The results indicates that the company's brand image significantly influences brand loyalty with R2 = 15.4% with regression equation Y = 1.962 +0.336 X1. Brand trust significantly influences brand loyalty with R2 = 17%, with regression equation Y = 1.838 +0.382 X2. While simultaneously, brand image and brand trust significantly influence brand loyalty, with R2 = 26.4% which form the regression equation Y = 1.281 +0.269 X1 + .315 X2. Thus, PT Bank Sinarmas needs to increase its brand image since a good image might become the company's competitive edge in creating loyalty, and subsequently loyalty will increase profitability.
How to use social media influencers to support the company brand image? : Case in PULLUP S.A Company

OpenAIRE

Mercier, Jules

2017-01-01

Some actors of this thesis wish to stay anonymous. Their identity have been change by the author. The researcher chooses to delete all information which can be a proof of their true identity. By this way, it is possible there is a lack of information. More and more, brands are developing their ambassadors range worldwide to increase their digital marketing. As the author worked for PULLUP Company, a famous firearms and outdoors company, the aim of this thesis is to increase the author’s k...
Brand Image Theoretical Aspects

OpenAIRE

Išoraitė, Maria

2018-01-01

The article analyzes the image of a brand and a brand image, brand value assessment methods, brand value, and benefits. A brand is a word or phrase that identifies and separates goods belonging to one person from belonging to another person. A brand is one of the elements of marketing, advertising. High-quality brand brings significant benefits to the manufacturer or the trader. A brand name may consist of a brand name and a brand symbol. There is several brand value evaluation model analyze ...
An Economic Analysis of Brand-Level Strategic Pricing Between Coca-Cola Company and Pepsi

OpenAIRE

Dhar, Tirtha; Chavas, Jean- Paul; Cotterill, Ronald W.; Gould, Brian W.

2005-01-01

We investigate market structure and strategic pricing for leading brands sold by Coca-Cola Company and PepsiCo. in the context of a flexible demand specification (i.e., nonlinear AIDS) and structural price equations. Our flexible and generalized approach does not rely upon the often used ad hoc linear approximations to demand and profit-maximizing first-order conditions, andthe assumption of Nash-Bertrand competition. We estimate a conjectural variation model and test for different brand-leve...
Brand vs generic adverse event reporting patterns: An authorized generic-controlled evaluation of cardiovascular medications.

Science.gov (United States)

Alatawi, Y; Rahman, Md M; Cheng, N; Qian, J; Peissig, P L; Berg, R L; Page, C D; Hansen, R A

2018-06-01

Some public scepticism exists about generics in terms of whether brand and generic drugs produce identical outcomes. This study explores whether adverse event (AE) reporting patterns are similar between brand and generic drugs, using authorized generics (AGs) as a control for possible generic drug perception biases. Events reported to the FDA Adverse Event Reporting System from the years 2004-2015 were analysed. Drugs were classified as brand, AG or generic based on drug and manufacturer names. Reports were included if amlodipine, losartan, metoprolol extended release (ER) or simvastatin were listed as primary or secondary suspect drugs. Disproportionality analyses using the reporting odds ratio (ROR) assessed the relative rate of reporting labelled AEs compared to reporting these AEs with all other drugs. The Breslow-Day test compared RORs across brand, AG and generic. Interrupted time series analysis evaluated the impact of generic entry on reporting trends. Generics accounted for significant percentages of total U.S. reports, but AGs accounted for smaller percentages of reports, including for amlodipine (14.26%), losartan (1.48%), metoprolol ER (0.35%) and simvastatin (0.70%). Whereas the RORs were significantly different for multiple brand vs generic comparisons, the AG vs generic comparisons yielded fewer statistically significant findings. Namely, only the ROR for AG differed from generic for amlodipine with peripheral oedema (P brand and generic compared with AG and generic. Use of AGs as a control for perception biases against generics is useful, but this approach can be limited by small AG report numbers. Requiring the manufacturer name to be printed on the prescription bottle or packaging could improve the accuracy of assignment for products being reported. © 2017 John Wiley & Sons Ltd.

Drugs Approved for Multiple Myeloma

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for multiple myeloma and other plasma cell neoplasms. The list includes generic names, brand names, and common drug combinations, which are shown in capital letters. The drug names link to NCI's Cancer Drug Information summaries.
Influence of food companies' brand mascots and entertainment companies' cartoon media characters on children's diet and health: a systematic review and research needs.

Science.gov (United States)

Kraak, V I; Story, M

2015-02-01

Reducing the extent and persuasive power of marketing unhealthy foods to children worldwide are important obesity prevention goals. Research is limited to understand how brand mascots and cartoon media characters influence children's diet. We conducted a systematic review of five electronic databases (2000-2014) to identify experimental studies that measured how food companies' mascots and entertainment companies' media characters influence up to 12 diet-related cognitive, behavioural and health outcomes for children under 12 years. Eleven studies met the inclusion criteria. Studies used 21 unique popular media characters, but no brand mascots. Results suggest that cartoon media character branding can positively increase children's fruit or vegetable intake compared with no character branding. However, familiar media character branding is a more powerful influence on children's food preferences, choices and intake, especially for energy-dense and nutrient-poor foods (e.g. cookies, candy or chocolate) compared with fruits or vegetables. Future research should use a theoretically grounded conceptual model and larger and more diverse samples across settings to produce stronger findings for mediating and moderating factors. Future research can be used to inform the deliberations of policymakers, practitioners and advocates regarding how media character marketing should be used to support healthy food environments for children. © 2014 The Authors. Obesity Reviews published by John Wiley & Sons Ltd on behalf of World Obesity.
THE EFFECTS OF SERVICE QUALITY AND CORPORATE REBRANDING ON BRAND IMAGE, CUSTOMER SATISFACTION, BRAND EQUITY AND CUSTOMER LOYALTY: STUDY IN ADVERTISING COMPANY AT TVONE

Directory of Open Access Journals (Sweden)

Chaniago A.

2016-12-01

Full Text Available The purpose of this study was to analyze the effects of service quality on brand image, service quality on customer satisfaction, service quality on brand equity, service quality on customer loyalty, corporate rebranding on brand image, corporate rebranding on customer satisfaction, corporate rebranding on brand equity, brand image on customer satisfaction, corporate rebranding on customer loyalty, brand image on brand equity, brand image on customer loyalty, customer satisfaction on customer loyalty, brand equity on customer loyalty. The population of this study consisted of loyal 173 corporate advertisers to tvOne - an Indonesian national television company. The sample for this study was set as many as 173, but only 144 respondents who returned the feedback as part of the study. The 144 data were analyzed by using descriptive and inferential analysis of SEM. The research has proven that (1 the service quality significantly affects the brand image; (2 the service quality significantly influence the customer satisfaction; (3 the service quality significantly affects the brand equity; (4 the service quality significantly affects the customer loyalty; (5 the corporate rebranding has significant effects on the brand image; (6 the corporate rebranding has no significant effect on the customer satisfaction; (7 the corporate rebranding has no significant effect on brand equity; (8 the corporate rebranding has no significant effect on the customer loyalty; (9 the brand image has significant effect on the customer satisfaction; (10 the brand image has significant effects on the brand equity; (11 the brand image does not have significant effects on the customer loyalty; (12 significant effects from the customer satisfaction on customer loyalty; and (13 significant effects of the brand equity on the customer loyalty.
Integrating Internal Branding in Marketing Strategy

OpenAIRE

Slavova Milanka

2013-01-01

Brand is a major asset of the company. Building brand equity requires a lot of efforts in brand positioning and development. In the recent years more attention is given not only to the outward branding activities but to the role of employees in the branding process. Internal branding is an essential part of the marketing strategy and branding decisions as part of the company marketing mix. It ties outward brand promise with creating employees’ brand loyalty. External and internal brand corres...
Drugs Approved for Head and Neck Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for head and neck cancer. The list includes generic names and brand names. The drug names link to NCI’s Cancer Drug Information summaries.
Strategic Brand Management: Building a Brand : Case Studio Tendance

OpenAIRE

Kostomarova, Viktoriya

2015-01-01

Today the fashion market is saturated with a great variety of brands. Therefore, consumers can compare quality, prices, availability, and choose those brands, which deliver the best value to them. It is quite difficult for a new company to gain attention of customers because many of them already have their preferences and even loyalty to some specific brands. What should an unknown company do in order to attract attention? How can it convince potential customers at least to try something new?...
78 FR 43969 - Agency Information Collection (Brand Name or Equal) Activities Under OMB Review

Science.gov (United States)

2013-07-22

... DEPARTMENT OF VETERANS AFFAIRS [OMB Control No. 2900-0585] Agency Information Collection (Brand Name or Equal) Activities Under OMB Review Correction Notice document 2013-17006, appearing on page 42593, in the issue of Tuesday, July 16, 2013 was withdrawn by the Department of Veterans Affairs. It...
Drugs Approved for Pancreatic Cancer

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This page lists cancer drugs approved by the Food and Drug Administration (FDA) for pancreatic cancer. The list includes generic names, brand names, and common drug combinations, which are shown in capital letters.
Drugs Approved for Lung Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for lung cancer. The list includes generic names, brand names, and common drug combinations, which are shown in capital letters.
Drugs Approved for Bladder Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for bladder cancer. The list includes generic names, brand names, and common drug combinations, which are shown in capital letters.
THE ROLE OF BRANDING IN MARKETING STRATEGY

Directory of Open Access Journals (Sweden)

Roxana DUMITRIU

2012-01-01

Full Text Available In this paper I made a discussion concerning the importance of branding in the strategy of the company. Branding theory and practice evolved in the latest years, being considered a valuable marketing investment. Branding is essential in creating value for the products of a company. Branding is important because it gives meaning to the consumption process. Companies understood that selling without the presence of a strong brand is much more difficult. As a methodology I realized an intersection of the branding and marketing strategy theories. The result is that branding can be regarded as a tool that can enforce all resources of a company towards implementing the strategy.
A study on relationship of brand characteristics and customer satisfaction with brand loyalty

OpenAIRE

Ebrahim Zarepour Nasirabadi; Mohsen Nazem Bokaei

2013-01-01

Brands are considered as valuable assets of a company both economically and strategically. Thus, having customers who are loyal to a brand is one of the main goals of businesses companies. Identifying and anticipating the customers’ needs are vital to the enterprises gaining competitive advantage and market segmentation. Maintaining and enforcing customers’ loyalty is a strategic challenge for companies seeking to keep and promote their competitive status in the market. High brand loyalty of ...
Safety and efficacy of generic drugs with respect to brand formulation

OpenAIRE

Gallelli, Luca; Palleria, Caterina; De Vuono, Antonio; Mumoli, Laura; Vasapollo, Piero; Piro, Brunella; Russo, Emilio

2013-01-01

Generic drugs are equivalent to the brand formulation if they have the same active substance, the same pharmaceutical form and the same therapeutic indications and a similar bioequivalence respect to the reference medicinal product. The use of generic drugs is indicated from many countries in order to reduce medication price. However some points, such as bioequivalence and the role of excipients, may be clarified regarding the clinical efficacy and safety during the switch from brand to gener...
Leading-Brand Advertisement of Quitting Smoking Benefits for E-Cigarettes.

Science.gov (United States)

Ramamurthi, Divya; Gall, Phillip A; Ayoub, Noel; Jackler, Robert K

2016-11-01

To provide regulators and the US Food and Drug Administration with a description of cessation-themed advertising among electronic cigarette (e-cigarette) brands. We performed a content analysis of 6 months (January through June 2015) of advertising by e-cigarette brands on their company-sponsored social media channels and blogs as well as user-generated content (testimonials) appearing within brand-sponsored Web sites. An explicit claim of cessation efficacy unambiguously states that e-cigarettes help in quitting smoking, and implicit claims use euphemisms such as "It works." We selected a cohort of 23 leading e-cigarette brands, either by their rank in advertising spending or their prevalence in Internet searches. Among leading e-cigarette brands, 22 of 23 used cessation-themed advertisements. Overall, 23% of the advertisements contained cessation claims, of which 18% were explicit and 82% were implicit. Among leading e-cigarette advertisers, cessation themes are prevalent with implicit messaging predominating over explicit quit claims. These results can help the Food and Drug Administration clarify whether tobacco products should be regulated as drugs with therapeutic purpose or as recreational products.
Corporate branding in Facebook fan pages ideas for improving your brand value

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Zamith Brito, Eliane Pereira

2015-01-01

In Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies.
Nomenclature and traceability debate for biosimilars: small-molecule surrogates lend support for distinguishable nonproprietary names.

Science.gov (United States)

Chao, Jingdong; Skup, Martha; Alexander, Emily; Tundia, Namita; Macaulay, Dendy; Wu, Eric; Mulani, Parvez

2015-03-01

The purpose of the present study was to investigate the traceability of adverse events (AEs) for branded and generic drugs with identical nonproprietary names and to consider potential implications for the traceability of AEs for branded and biosimilar biologics. Adverse event reports in the Food and Drug Administration AE Reporting System (FAERS) were compared with those in a commercial insurance claims database (Truven Health MarketScan(®)) for 2 drugs (levetiracetam and enoxaparin sodium) with manufacturing or prescribing considerations potentially analogous to those of some biosimilars. Monthly rates of branded- and generic-attributed AEs were estimated pre- and post-generic entry. Post-entry branded-to-generic AE relative rate ratios were calculated. In FAERS, monthly AE rate ratios during the post-generic period showed a pattern in which AE rates for the branded products were greater than for the generic products. Differences in rates of brand- and generic-attributed AEs were statistically significant for both study drugs; the AE rate for the branded products peaked at approximately 10 times that of the generic levetiracetam products and approximately 4 times that of the generic enoxaparin sodium products. In contrast, monthly ratios for the MarketScan data were relatively constant over time. Use of the same nonproprietary name for generic and branded products may contribute to poor traceability of AEs reported in the FAERS database due to the significant misattribution of AEs to branded products (when those AEs were in fact associated with patient use of generic products). To ensure accurate and robust safety surveillance and traceability for biosimilar products in the United States, improved product identification mechanisms, such as related but distinguishable nonproprietary names for biosimilars and reference biologics, should be considered.
Determinants of Generic vs. Brand Drug Choice: Evidence from Population-wide Danish Data

DEFF Research Database (Denmark)

Skipper, Niels; Vejlin, Rune Majlund

driven. We use population-wide Danish register data including all prescriptions for seven blockbuster drugs from 1998-2008. At the outset, descriptive statistics suggest large variation in drug choice over doctors. Nonetheless, using a two-way fixed effects model we find that the primary determinants...... of brand drug use are unobserved patient characteristics and price effects, while observed and unobserved doctor characteristics in general explain only 0.7 % of the variation in drug choice. This is suggestive evidence that the doctors in the Danish setting with no incentives to push expensive brand drugs...
THE ROLE OF THE AESTHETICS IN THE MAKING OF A BRAND

Directory of Open Access Journals (Sweden)

Meda Roxana OLĂHUŢ

2010-01-01

Full Text Available The aim of this paper is to distinguish the role of the aesthetics in the creation of a brand. Aesthetics is a new model of marketing and it guarantees to the firms the possibility to address to the consumers through a variety of sensory experiences and, as a consequence, it brings benefits both to the consumers and to the firms by promoting customer’s satisfaction and loyalty. Those companies which are aware of the importance of creating a brand identity may get on the market a preference among consumers, its can add value to products and can impose higher prices. ZARA Company is a successful model succeeding from the beginning to use the aesthetics’ advantages to create its own identity. ZARA, the main store of the INDITEX Group (Industria del Diseño Textil SA is an already well known international brand, its most important feature being the transfer for the retail sector together with the imagine that reflects in the territory of several coutries. Therefore, through company’s name, logo, website, own style, corporate and brand expressions, we will try to illustrate how this company managed to create a positive image among customers using aesthetics.
Competency-orientated brand cooperations of power supply companies in the B2B sector; Kompetenzorientierte Markenkooperationen von Energieversorgungsunternehmen im B2B-Kundenbereich

Energy Technology Data Exchange (ETDEWEB)

Peuser, M.M.

2008-07-01

On the basis of an extensive empirical study with B2B electricity users, the author of the book under consideration examines brand co-operations of power supply companies with companies not working in the area of energy production. Based on the view of various co-operation alternatives, impact relations and success-determining factors of influence in the area of B2B customers are identified. The term of the authority of an energy brand is discussed. Beside this, profiles of concrete brands of current power supply companies from the view of B2B customers are pointed out, and recommendations for the organization of brand co-operation and the structure of mark authority in practice are shown. This contribution is written for lecturers and students of the management economics with the emphasis of marketing and management as well as high-level personnel in the energy industry, who wants to develop strong mark authority by brand co-operation.
Brand Building and Enhancement with Electronic Marketing Tools

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Tadas Limba

2013-08-01

Full Text Available The changing buying habits of customers and the tendency of the growing number of purchasers on the internet force companies to move their business or part of their processes to the electronic environment, and this causes the need to evolve a marketing strategy and its implementation measures. Electronic marketing has recently forced specialists in this field to look for new ways to satisfy the needs and expectations of customers, which often are associated with intangible attributes, such as brand. However, the lack of e-business managers, focusing on brand meaning to the company, is obvious. Quite often it is limited only to advertisement. But this is only one of the possible electronic marketing tools used in brand building and its enhancement process. Still there is a lack of detailed analysis of electronic marketing tools used in brand building and enhancement in the electronic environment. So, the goal of this paper was to present brand building and enhancement with the electronic marketing tools process model. It was done via analysis of brand peculiarities in the electronic environment and the strategic brand building and enhancement process. The suggested model helps to understand the electronic marketing tools position, objectives and functions in brand building and enhancement context. Detailed analysis of brand in the electronic environment showed that its essence and significance remains the same as in the traditional environment, but differs in implementation. Brand idea is developed not only considering consumer perceptions and values, but also organization strategy, culture and values, which matches its employers’ perceptions and values towards brand. Brand essence is implemented via such brand components as 1 brand name, sign of ownership, legal protection; 2 functional capabilities; 3 emotional value; 4 risk reducing; 5 shorthand notation; 6 service components. Brand in the electronic environment is influenced by such factors

Safety and efficacy of generic drugs with respect to brand formulation.

Science.gov (United States)

Gallelli, Luca; Palleria, Caterina; De Vuono, Antonio; Mumoli, Laura; Vasapollo, Piero; Piro, Brunella; Russo, Emilio

2013-12-01

Generic drugs are equivalent to the brand formulation if they have the same active substance, the same pharmaceutical form and the same therapeutic indications and a similar bioequivalence respect to the reference medicinal product. The use of generic drugs is indicated from many countries in order to reduce medication price. However some points, such as bioequivalence and the role of excipients, may be clarified regarding the clinical efficacy and safety during the switch from brand to generic formulations. In conclusion, the use of generic drugs could be related with an increased days of disease (time to relapse) or might lead to a therapeutic failure; on the other hand, a higher drug concentration might expose patients to an increased risk of dose-dependent side-effects.
Empirično preverjanje modela povezav med poreklom izdelka in zaznano vrednostjo blagovne znamke = Empirical Testing of Associations Between Effects of Country-of- Origin and Perceived Brand Name Value

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Tina Vukasovič

2010-12-01

Full Text Available The article investigates the importance of perceived brand name valuefrom an external point of view of perception of the Slovenian consumers.Based on the stratified survey and quantitative research we note therelationship between the origin of the product, marketing mix elements,and the perceived brand name value. Emphasis is placed onestablishing how the origin of the product impacts on the perceivedbrand name value and what its impact is on the perceived brand namevalue in comparison with selected marketing mix elements. The articlepresents the model of conceptual relationships between the originof the product and perceived brand name value, which was tested witha structural model of relationships between the origin of the productand perceived brand name value. We developed a measuring instrumentand procedures for checking the reliability and validity of thestructural model of perceived brand name value of the product. Theconceptual model and the relationships within the model were evaluatedby means of the modelling with linear structural equations on aselected sample of respondents, which enabled verification of the conceptualmodel with empirical data. It has been found that the origin ofthe product has at least such a statistically significant influence on theperceived brand name value as the selected marketing mix elements(advertising, product, distribution, and price.
The Impact of Brand Trust and Brand Affect on Brand Loyalty at Ponds Skin Care Manado

OpenAIRE

Mekel, Peggy Adeline; Lolowang, Anggreiny C.

2014-01-01

Brand is not just a brand for a product or service on the market. Brand makes consumers buy and use the brand. To introduce a product publicly the market, company should create a good reputation for brand. Research objectives are to analyze the influence of brand trust on brand loyalty and to analyze the influence of brand affect on brand loyalty. This research implement quantitative analyze by using questionnaires and used Multiple Regression analyze. The population observed is people in Man...
Brand Management

OpenAIRE

Polách, Petr

2012-01-01

Theoretical part of thesis on the topic "Brand management" will deal with tools for strategic brand management ifself, specifically managements instruments. Next part will be devoted to brand, its identity, image, elements, value, legal protection and eventually to methods of valuation. In practical part will be applied knowledge of strategic brand management to the selected company Vivantis a.s. Part of practical part will be surfy about public awareness of the brand Vivantis a.s. On the bas...
Company Slogan and a Vivid Image of a Trademark - as Main Components of a Strong Brand

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Igor BELOSTECINIC

2015-12-01

Full Text Available Among other methods, good brand managers always affect clients and strengthen their fidelity to the brand by means of company advertising slogans and vivid images associated with this brand. Slogans may function as useful “levers” or “hooks” helping clients to understand the essence of a trademark and its peculiarity, as well as to nail in clients' minds the established image of a strong brand. One of the “hooks” attracting attention to brand and helping to nail it in a common man's mind – is a company (advertising slogan - short message or motto, which actively presents the key theme of the brand in general or of a certain advertising campaign, and contains substantial information, reflecting the essence of campaign's or product's marketing offer. One must admit that it is nice to recall favorite philosopher's aphorisms or sayings while getting up in the morning, and to whistle an aria from a renowned opera on your way to work. However, more often people sing unsophisticated verses about the “sign of a good taste” and get annoyed by a trivial call to “have a break” going round in their heads. This means that the advertisement of popular chocolate bars and drinks has hit its target. The main lever for success in generation of a positive and recognizable brand image - is the slogan and its graphic image in consumer's mind. Together with other brand components (logo, corporate colors, sound or music image a slogan generates the system of constant elements which ensure the brand's internal unity and are aimed at creation of exposure effect. To some extent, we all are “ad eaters” and are always capable of estimating an ad, even if it is at the level of feelings: whether we like it or not. So why a certain advertisement can make us smile, elicit good feelings and cause an urge to buy product/service that is being advertised, and another one - evokes disappointment and annoyance? The answer is obvious: the first one was
ADVERTISING BRANDS BY MEANS OF SOUNDS SYMBOLISM: THE INFLUENCE OF VOWELS ON PERCEIVED BRAND CHARACTERISTICS

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Alina Catalina Duduciuc

2015-07-01

Full Text Available The aim of this study is to test the influence of sound symbolism on perceived characteristics of a brand as well as to highlight the importance of applied social psychology to current practice of advertising. Previous research showed that the phonetic structure of brand name communicates its characteristics, i.e. it drives consumers to assess certain features and performance of the product. I assumed that when consumers encounter an unknown brand name, they automatically infer characteristics from the meaning conveyed by the sounds (e.g. phonemes. Therefore, I supposed that a brand name for a shampoo (artificially created on experimental purpose containing back vowel is evaluated better by consumers when they compare it to another brand name with front vowels. Furthermore, for the accuracy of responses, I used the semantic differential scale to measure the differences between two brands in terms of certain attributes of product. To this end, fifty students (N=50 participated in a research based on questionnaire. As the results of the current research showed, the brand name with back vowel outnumbered the brand name with front vowel on two dimension, i.e. on brand activity and brand efficiency. The brand name containing front vowel was rated better when subjects evaluated the product in generally. Last, but not least, when it comes to convey meanings, the sound of back vowels [a] could be used more when marketers promote products that communicate its characteristics such as efficiency, velocity and health. The back vowel could be also assessed to products with larger packing or special sailing such as extra quantity. Meanwhile, the brand names with front vowels [ie] could be created for more expensive products with good quality, mainly addressed to men.
The prevalence of brand switching among adult smokers in the USA, 2006-2011: findings from the ITC US surveys.

Science.gov (United States)

Cornelius, Monica E; Cummings, K Michael; Fong, Geoffrey T; Hyland, Andrew; Driezen, Pete; Chaloupka, Frank J; Hammond, David; O'Connor, Richard J; Bansal-Travers, Maansi

2015-11-01

Recent studies have suggested that about 1 in 5 smokers report switching brands per year. However, these studies only report switching between brands. The current study estimated the rates of switching both within and between brand families and examining factors associated with brand and brand style switching. Data for this analysis are from the International Tobacco Control 2006-2011 US adult smoker cohort survey waves 5-8 (N=3248). A switch between brands was defined as reporting two different cigarette brand names for two successive waves, while switching within brand was defined as reporting the same brand name, but a different brand style. Repeated measures regression was used to determine factors associated with both switch types. A total of 1475 participants reported at least two successive waves of data with complete information on brand name and style. Overall switching increased from 44.9% in 2007-2008 to 58.4% in 2010-2011. Switching between brand names increased from 16% to 29%, while switches within the same brand name to a different style ranged from 29% to 33%. Between-brand switching was associated with younger age, lower income, non-white racial group and use of a discount brand, whereas, within-brand switching was associated with younger age and the use of a premium brand cigarette. Nearly half of smokers in the USA switched their cigarette brand or brand style within a year. Switching between brands may be more price motivated, while switching within brands may be motivated by price and other brand characteristics such as product length. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/
Branding, subvertising and markets of experience Culture, counterculture and globalised advertising strategies

Directory of Open Access Journals (Sweden)

César San Nicolás Romera

2004-10-01

Full Text Available In the current sociocultural and commercial context, transnational companies base their communication policies on a phenomenon of expansive branding of their own brand names, converted into products of symbolic consumption. In the face of these policies, founded on the use of cultural and countercultural elements as circulation strategies, a whole series of cultural resistance movements attempt to counteract the actions of the large multinationals with strategies similar to those that these companies employ. In this article, the author analyses this game of attack-counterattack, calling attention to the “reversible” nature of such actions, founded on the commercial exploitation of the expressive experiences of their social targets.
Effects of the above the influence brand on adolescent drug use prevention normative beliefs.

Science.gov (United States)

Evans, W Douglas; Holtz, Kristen; White, Tanya; Snider, Jeremy

2014-01-01

Health brands are based on the relations between individuals and health behaviors and lifestyles. Brands can be measured by the brand equity construct validated in previous studies. The National Youth Anti-Drug Media Campaign brands alternative, non-drug use behaviors as a behavior change strategy. This study goes beyond previous campaign evaluations, which did not include specific brand equity measurements. Using data from a nationally representative media tracking, this study examined the relation between antidrug campaign brand equity and adoption of targeted attitudes, beliefs, and behaviors. Data were gathered before the relaunch of the campaign, and follow-up data collected 3 months later. On the basis of factor analysis, the authors developed a higher order antidrug brand equity factor and regressed campaign outcomes on that factor in multivariable models. The authors observed significant effects of higher brand equity on higher levels of targeted antidrug attitudes and normative beliefs at follow-up. The authors also observed some counterintuitive relations (i.e., less positive attitudes at follow-up). They interpreted these results in light of the changing messages and campaign strategy. The authors conclude that antidrug brand equity is an important construct for understanding campaign effectiveness. The present campaign shows signs of changing targeted antidrug attitudes and beliefs among youth with brand equity.
Quality assessment of some selected brands of anti malarial drugs used in Ghana: A case study of Agona West Municipality

International Nuclear Information System (INIS)

Asare, Aquisman Ebenezer

2016-07-01

The availability of numerous brands of artesunate in our drug market today places clinicians and pharmacists in a difficult situation of choice of a suitable brand or the possibility of alternative use. Fake artesunate could compromise the hope that ACT (artemisinin combination therapy) offers for malaria control in Africa. In this study, quality of some selected brands of anti - malarial drugs used in the communities of Agona west Municipality, Ghana was determined. Blister or packs of anti – malarial tablets were randomly sampled. The Protocols of the International Pharmacopeia and Global Pharma Health Fund Minilab were used to assess the quality of anti – malarial tablets per blister pack manufactured by Bliss Gvs Pharma Ltd. India, Letap Pharmaceutical Company Ltd. Ghana and Guilin Pharmaceutical Company Ltd. China and sold in chemical sales outlets at the farming communities of Agona West Municipality, Ghana. The identification test was used to confirm the presence of active ingredients in the tablets. A confirmatory test for the active ingredient was achieved with artesunate (ICRS 1302) reference standards and Gsunate reference standard (ICRS4061). The friability test was used to confirm the hardness of the tablets to determine the drug ability to withstand abrasion in packaging, handling and shipping. The disintegration test was used to confirm the time required for the tablets to disintegrate into particles. Titrimetric analysis confirmed the amount of artesunate found in tablets.The results of the study are as follows for Artesunate by GPCL, LPL and Gsunate by BGPL; the identification test confirmed the presence of the active ingredient in all the brands. Based on the International Pharmacopoeia acceptable range of 1 to 15 min for genuine artesunate per tablet, 93.75 % of field selected artesunate blister pack tablets manufactured by GPCL passed the disintegration test and 6.25% failed. Also 85.57% of the sampled artesunate blister pack manufactured by
The Power of B2B Brands : A case study of how B2B companies in the forest industry can communicate sustainability through their Brand

OpenAIRE

Bålfors, Joakim; Ståhlspets, Johan

2016-01-01

Today’s B2B companies operate in a global business world that is characterised by product homogenisation and intense competition. Finding sources for differentiation and consequently competitive advantage is a concern that no company with a long-term horizon can ignore. The development of the brand, recognized as a strategic asset, has created new ways of conducting beneficial marketing management, which can lead to differentiation from competitors and create conditions for company success. T...
Brand perception: an analysis of supermarket retail of Aracaju after acquisitions of international companies

Directory of Open Access Journals (Sweden)

Andréa Pinto Correia dos Santos

2009-03-01

Full Text Available The study under review proposes to investigate how three of the most important brand´s supermarket - representatives of multinational retailed - are perceived. In this article they will be named by P, W and C. Specifically, demanded up: identify the socioeconomics and psychograph customers in PDV and it´s influential´s areas at store; and investigate the perception of brands values of supermarkets under review. Through the method descriptive and quantitative, were applied some questionnaires in 288 costumers of the principals stores about the brands studied and their surroundings, using a probabilistic systematic sampling, looking for answer the constitutive hypotheses made in study. The data were analyzed with software SPSS help (Statistical Package for Social Sciences and were applied in statistical tests: ANOVA, T-Student and Tukey, and Cluster Analysis. The result allows concluding that despite of consumers of the studied brands has in general similar characteristics, there some differences that may have directed strategies. About the aspect of brand equity (loyalty, memory/association and perceived quality, it is possible affirm that C brand stands out with better perception of its proximity aspects within the studied public.
How global brands compete.

Science.gov (United States)

Holt, Douglas B; Quelch, John A; Taylor, Earl L

2004-09-01

It's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relating to generic products, so executives instead strove for global scale on backstage activities such as production while customizing product features and selling techniques to local tastes. Such "glocal" strategies now rule marketing. Global branding has lost more luster recently because transnational companies have been under siege, with brands like Coca-Cola and Nike becoming lightning rods for antiglobalization protests. The instinctive reaction of most transnational companies has been to try to fly below the radar. But global brands can't escape notice. In fact, most transnational corporations don't realize that because of their power and pervasiveness, people view them differently than they do other firms. In a research project involving 3,300 consumers in 41 countries, the authors found that most people choose one global brand over another because of differences in the brands'global qualities. Ratherthan ignore the global characteristics of their brands, firms must learn to manage those characteristics. That's critical, because future growth for most companies will likely come from foreign markets. Consumers base preferences on three dimensions of global brands--quality (signaled by a company's global stature); the cultural myths that brands author; and firms' efforts to address social problems. The authors also found that it didn't matter to consumers whether the brands they bought were American--a remarkable finding considering that the study was conducted when anti-American sentiment in many nations was on the rise.
Factors influencing a building-material company brand

Directory of Open Access Journals (Sweden)

Allin R. Dangers

2011-11-01

Full Text Available A brand represents the essence of the value proposition an organisation extends to the market. It is crucial that brands are nurtured with the goal of trying to establish the brand in a top-of-mind awareness position among consumers. By means of a qualitative case study employing 25 interviews which were analysed by using Grounded Theory coding techniques, the most pertinent factors influencing the Corobrik brand were identified. The greatest challenge facing Corobrik is the growing residential sector. The study highlights how Corobrik has grappled and come to terms with the changing nature of its market, and how it has combined all functional areas, from production to distribution, marketing and finance, in promoting its brand.
Generic medicine and prescribing: A quick assessment

Directory of Open Access Journals (Sweden)

Mainul Haque

2017-01-01

Full Text Available Generic drugs are copies of brand-name drugs that have exactly the same dosage, intended use, effects, side effects, route of administration, risks, safety, and strength as the original drug. In other words, their pharmacological effects are exactly the same as those of their brand-name counterparts. The Food and Drug Administration (FDA describes that generic drugs are essential possibilities that allow better access to healthcare for all Americans. They are replicas of brand-name drugs and are the identical as those of brand-name drugs in dosage form, safety, strength, route of administration, quality, performance features, and anticipated to use. Healthcare authorities and users can be guaranteed that FDA-approved generic drug products have met the same stiff principles as the innovator drug. The company that made Bayer aspirin fought in court enthusiastically to keep generic versions off the shelves, in the 1920s. The company lost in court, and consumers suddenly had an array of choices in generic aspirin. The Supreme Court of India uttering ‘the Supreme Court's ruling will prevent companies from further seeking unwarranted patents on HIV and other essential medicines.’ Generic medicine cannot be sold at a price higher than the branded medicine, so it is regularly a low-priced option. Thereafter, both the end user and the government who pay for part of the price of the medicine under the Pharmaceutical Benefits Scheme in Australia are benefitted. The treatment of diseases using essential drugs, prescribed by their generic names, has been emphasised by the WHO and many national health policies. Although there are some improvements in generic medicine prescribing, it has been advised by the WHO that ‘countries should intensify efforts to measure and regularly monitor medicine prices and availability, and adopt policy measures to address the issues identified.’
[Access to drugs and the situation of the pharmaceutical market in Ecuador].

Science.gov (United States)

Ortiz-Prado, Esteban; Galarza, Claudio; León, Fernando Cornejo; Ponce, Jorge

2014-07-01

In the area of public health, it is fundamental to understand the structure and dynamics of the Ecuadorian pharmaceutical market, its segmentation between the public and private sectors, and its relationship with supply and demand, both for generic and brand-name drugs. To achieve this, an observational descriptive study was conducted with information obtained from the available scientific, institutional, technical-administrative, and economic databases. Furthermore, the scientific information concerning the Ecuadorian and regional pharmaceutical market was reviewed through the PubMed and Ovid search engines. In Ecuador, 69.6% of dispensed drugs are brand-name and 30.4% are generics. Of all registered drugs in the country, 1,829 (13.6%) are considered over-the-counter and 11,622 (86.4%) are for sale under medical prescription. In terms of sales, 93.15% correspond to brand-name drugs and only 6.85% to generics. Ninety percent of the pharmacies are located in urban areas and only 10% in rural areas. In the last five years, prices have increased by 12.5% for brand-name drugs and 0.86% for generics. Brand-name drugs are dispensed and consumed 2.3 times more than generics. The majority of pharmacies are located in urban areas, showing that there is a relationship between purchasing power and access to drugs. Although the regulatory authority stipulates that 13% of drugs should be over-the-counter, approximately 60% of the population acquires drugs without a medical prescription.
PENCAPAIAN BRAND CORPORATE MELALUI BRAND ACTIVATION PENDEKATAN EXPERIENTIAL MARKETING ( STUDI KASUS LABORATORIUM KLINIK

Directory of Open Access Journals (Sweden)

Mahdalena Lubis

2017-07-01

Full Text Available Brand activation is a corporation's endeavor to look deeper into what's in the brand, strategy and position of the brand. A new approach to brand activation by maximizing the range of relevant assets through product and service, employees, identity and communication combined with experiential marketing through sense, feel, think, act, relate, is considered highly effective in achieving corporate brand because it emphasizes the differentiation of competitors. This study aimed to find out how the achievement of corporate brand through brand activation experiential marketing conducted by Clinical Laboratory with the object of PT. Prodia Widyahusada Tbk. This descriptive case study study obtained data through interviews and observations. This research finds the fact that companies do brand activation to achieve corporate brand is holistic to maximize brand in competitive competition, but to create experiential marketing, company can emphasize certain points in accordance with objectives desired by company. At the same time, denial of Schmitt's theory of surprise is the most important, in contrast to that done in the research object that sense and feel are the strongest according to the needs or goals of the company's customers. Utilization of brand activation experiential marketing can create trust, engagement, loyalty, acquisition, share, differentiator with competitors and lead to the achievement of a corporate brand of reputation. Brand activation merupakan usaha korporasi untuk melihat lebih dalam mengenai berbagai hal yang ada di dalam brand, strategi dan posisi dari brand tersebut. Pendekatan baru terhadap brand activation dengan memaksimalkan berbagai asset yang relevan melalui product and service, employees, identity dan communication dipadu dengan experiential marketing melalui sense, feel, think, act, relate, dinilai sangat efektif untuk mencapai brand corporate karena lebih menekankan differensiasi terhadap kompetitor. Penelitian ini
Brand Management

DEFF Research Database (Denmark)

Wider, Serena; von Wallpach, Sylvia; Mühlbacher, Hans

2018-01-01

Mainstream brand management literature views brands as products or organisations carrying brand names and brand managers as being in control of brand-related actions and outcomes. By contrast, recent empirical research shows the substantial influence of stakeholders on brands. Together with brand...... management, stakeholders shape brands by participating in brand-related interaction. European brand research accordingly treats brands as ongoing and complex processes in constant flux. Nevertheless, literature suffers from a significant lack of theoretical underpinnings for understanding brands as complex...... processes; in this respect, building on European philosophy is a fruitful avenue. This paper introduces the metaphor of the rhizome and draws on European process philosophy to further develop an integrative processual understanding of brands. Brand management claiming control over brands as processes turns...
Kill a brand, keep a customer.

Science.gov (United States)

Kumar, Nirmalya

2003-12-01

Most brands don't make much money. Year after year, businesses generate 80% to 90% of their profits from less than 20% of their brands. Yet most companies tend to ignore loss-making brands, unaware of the hidden costs they incur. That's because executives believe it's easy to erase a brand; they have only to stop investing in it, they assume, and it will die a natural death. But they're wrong. When companies drop brands clumsily, they antagonize loyal customers: Research shows that seven times out of eight, when firms merge two brands, the market share of the new brand never reaches the combined share of the two original ones. It doesn't have to be that way. Smart companies use a four-step process to kill brands methodically. First, CEOs make the case for rationalization by getting groups of senior executives to conduct joint audits of the brand portfolio. These audits make the need to prune brands apparent throughout the organization. In the next stage, executives need to decide how many brands will be retained, which they do either by setting broad parameters that all brands must meet or by identifying the brands they need in order to cater to all the customer segments in their markets. Third, executives must dispose of the brands they've decided to drop, deciding in each case whether it is appropriate to merge, sell, milk, or just eliminate the brand outright. Finally, it's critical that executives invest the resources they've freed to grow the brands they've retained. Done right, dropping brands will result in a company poised for new growth from the source where it's likely to be found--its profitable brands.
Drugs Approved for Ovarian, Fallopian Tube, or Primary Peritoneal Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for ovarian cancer. The list includes generic names, brand names, and common drug combinations, which are shown in capital letters. The drug names link to NCI's Cancer Drug Information summaries.

Cost Evaluation of Commonly Prescribed Antihypertensive Drugs ...

African Journals Online (AJOL)

It was also concluded that generic prescription should be encouraged among prescribers to lessen the financial burden of patients because drugs marketed under generic names are usually cheaper than those with brand names. Key words: Brand, Generic,Prescription, Antihypertensives,Cost. [Nig. Jnl Health & Biomedical ...
Tingkat Brand Awareness Masyarakat Surabaya terhadap Brand Baru Restoran The Consulate

OpenAIRE

Malinda, Melodi

2017-01-01

The Consulate merupakan sebuah brand baru hasil dari rebranding yang dilakukan oleh 1914 Surabaya. Sebagai brand baru, peneliti tertarik untuk meneliti tingkat Brand Awareness. The Consulate telah mengkomunikasikan mengenai brand barunya yang meliputi kelima Brand Elements yang terdiri dari Brand Name, URL, Logo & Symbol, Slogan dan Packaging melalui media komunikasi yang dianggap efektif, yaitu media sosial Instagram. Brand Awareness merupakan aset yang tahan lama dan berkelanjutan, maka...
Generic atorvastatin is as effective as the brand-name drug (LIPITOR®) in lowering cholesterol levels: a cross-sectional retrospective cohort study.

Science.gov (United States)

Loch, Alexander; Bewersdorf, Jan Philipp; Kofink, Daniel; Ismail, Dzafir; Abidin, Imran Zainal; Veriah, Ramesh Singh

2017-07-17

In a world of ever increasing health care costs, generic drugs represent a major opportunity to ensure access to essential medicines for people who otherwise would be unable to afford them. However, some clinicians and patients are still questioning the safety and effectiveness of generic formulations compared to the proprietary drugs necessitating further systematic research analyzing the generic drugs' efficacy. Our objective was to compare the lipid lowering effects of generic and branded atorvastatin. This cross-sectional, retrospective cohort study was conducted at the University of Malaya Medical Centre from 1 May 2013 until 30 May 2013. We analyzed the lipid profiles (total cholesterol, LDL-cholesterol, HDL-cholesterol, triglycerides) of 629 patients before and at least 3 months after switching them from proprietary atorvastatin (Lipitor ® ) to generic atorvastatin (atorvastatin calcium from Ranbaxy Laboratories, Inc.). We also investigated if there was any difference in the effectiveness of both atorvastatin formulations in various ethnic groups. 266 patients were included in this study. When comparing the median values we found no statistically significant differences (Wilcoxon signed-rank test; p atorvastatin in lowering total cholesterol (4.60 mmol/l pre-transition vs. 4.50 mmol/l post-transition; p = 0.583), LDL-cholesterol (2.42 mmol/l vs. 2.41 mmol/l; p = 0.923) and triglycerides (1.50 mmol/l vs. 1.50 mmol/l; p = 0.513). While there was a statistically significant (p = 0.009) difference in HDL-cholesterol levels favouring proprietary atorvastatin, the extent of this change (1.26 mmol/l vs. 1.25 mmol/l) was deemed not to be clinically relevant. There was no statistically significant difference when analyzing the effects on various ethnic groups. Substituting proprietary atorvastatin for its generic formulation atorvastatin calcium does not result in a less effective management of hyperlipidemia. Our findings lend support to the
Evaluation of brand from the perspective of consumers

Directory of Open Access Journals (Sweden)

Vranješ Marija

2016-01-01

Full Text Available Brand is extremely important intellectual property of a company. In order to attract new customers and keep as many existing ones, companies have to work continuously to improve the brand value, which ultimately leads to the market share, revenues and profits growth. The aim is to explore how certain aspect of brand value influences the preference of a brand. In order to fulfill these objectives, certain types of descriptive statistics measures were used, together with reliability analysis, correlation and regression analysis. The results show that statistically there are two dimensions of brand value which effect increase of the level of preference - interpersonal relations and comparative advantage of the brand. On the other hand, understanding of brand and its history, doesn't have statistically significant effect. Results of these conducted studies may help company's management when formulating the appropriate management's framework of the brand in order to increase brand preference, which ultimately may lead to improving the competitive position of the company.
Drugs Approved for Colon and Rectal Cancer

Science.gov (United States)

This page lists cancer drugs approved by the Food and Drug Administration (FDA) for use in colon cancer and rectal cancer. The list includes generic names, brand names, and common drug combinations, which are shown in capital letters.
Happiness reigns in the drug marketplace.

Science.gov (United States)

Kuller, K

1997-01-01

Drug companies have changed their tactics of marketing anti-HIV agents; they are advertising in magazines designed for the lay public, such as GQ, Esquire, and Details. Such campaigns give the impression of AIDS as a manageable disease with treatments that can be lived with. This information is very useful, but some may be hard for many people to evaluate. Increased awareness of the products is good, however, excessive brand name recognition may be a disadvantage--the choice of drugs should be made by active dialogue between the physician and the patient. On a slightly different note, The Health Connection has been warned against overplaying data on the French company Arkopharma's product SPV-30, an extract of the European boxwood tree. When the labeling for SPV-30 made claims that it changes CD4 and viral load values, the Food and Drug Administration (FDA) said that the activity changed SPV-30's status from a dietary supplement to a drug. The results from a French trial of SPV-30 are expected this summer.
Tobacco brand preference among Mexican adolescents.

Science.gov (United States)

West, Joshua H; Hall, P Cougar; Page, Randy M; Trinidad, Dennis R; Lindsay, Gordon B

2012-01-01

Advertising plays a major role in smoking behavior and forming brand preferences. Additionally, the most advertised tobacco brands have also been the most preferred. Maintaining brand loyalty in Latin America remains a priority for the tobacco industry. The purpose of this study was to explore tobacco brand preference trends from 2003 to 2006, and explore marketing and advertising factors that might be associated with these trends. Data for this study came from Mexican adolescents residing in cities that participated in the Global Youth Tobacco Survey in both 2003 and 2006 and reported smoking either Marlboro or Camel cigarettes in the past 30 days. Respondents reported the brand name of their preferred cigarette during the past 30 days. Multivariate regression analysis was used to determine differences by brand preference and exposure to tobacco marketing and advertising, which was assessed using six items. In 2003, most adolescents preferred Marlboro. By 2006, older boys preferred Camel cigarettes to Marlboro, while girls' preference for Camel was similar to their preference for Marlboro. Adolescents that preferred Camel cigarettes in 2003 also reported greater exposure to tobacco marketing and advertising. Findings indicate that there are ongoing shifts in youth brand preference in Mexico, and that these shifts might be related to marketing and advertising practices. There is an ongoing need for monitoring marketing and advertising practices in an effort to protect adolescents from tobacco company exploits.
Customer-centered brand management.

Science.gov (United States)

Rust, Roland T; Zeithaml, Valarie A; Lemon, Katherine N

2004-09-01

Most executives today agree that their efforts should be focused on growing the lifetime value of their customers. Yet few companies have come to terms with the implications of that idea for their marketing management. Oldsmobile, for example, enjoyed outstanding brand equity with many customers through the 1980s. But as the century wore further on, the people who loved the Olds got downright old. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired,tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance, toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers, even at the expense of the brand, would surely have been the path to profits. The reason, argue the authors, is that in large consumer-goods companies like General Motors, brands are the raison d'etre. They are the focus of decision making and the basis of accountability. But this overwhelming focus on growing brand equity is inconsistent with the goal of growing customer equity. Drawing on a wide range of current examples, the authors offer seven tactics that will put brands in the service of growing customer equity. These include replacing traditional brand managers with a new position--the customer segment manager; targeting brands to as narrow an audience as possible; developing the capability and the mind-set to hand off customers from one brand to another within the company; and changing the way brand equity is measured by basing calculations on individual, rather than average, customer data.
Does it Pay to Change Your Company's Name? A Stock Market Perspective

OpenAIRE

Dan Horsky; Patrick Swyngedouw

1987-01-01

A company's name is commonly considered to be an integral part of its image, just like the quality of its products or the quality of its technical services. Changing a company's name is a major policy decision contemplated by many firms and actually implemented by some each year. This paper attempts to examine, albeit indirectly, whether a name change can improve the profit performance of a firm and what type of firm is more likely to succeed in doing so. We use the “event study” methodology ...
Building Brand Awareness through Facebook Adverts - Remarketing. Case Company: Lukoton Experience Ltd.

OpenAIRE

Pusa, Jean

2017-01-01

This thesis was written as a report for campaign project launched for Lukoton Experience Ltd. They are offering keyless solution for B2B clients, in particular maintenance companies, commercial and residential buildings. Goals of the thesis were to build brand awareness by driving audiences to webpage through Facebook Page which will increase website traffic of Lukoton. The campaigns has been done by launching Facebook Advertising Remarketing campaigns. Facebook Advertising is an e...
Information for Consumers (Drugs)

Science.gov (United States)

... approved drugs Drugs@FDA Information on FDA-approved brand name and generic drugs including labeling and regulatory history Drugs with Approved Risk Evaluation and Mitigation Strategies (REMS) REMS is a risk management plan required by FDA for certain prescription drugs, ...
Drugs@FDA Database

Data.gov (United States)

U.S. Department of Health & Human Services — Information about FDA-approved brand name and generic prescription and over-the-counter human drugs and biological therapeutic products. Drugs@FDA includes most of...
Branded prescription drug fee. Final regulations, temporary regulations, and removal of temporary regulations.

Science.gov (United States)

2014-07-28

This document contains final regulations that provide guidance on the annual fee imposed on covered entities engaged in the business of manufacturing or importing branded prescription drugs. This fee was enacted by section 9008 of the Patient Protection and Affordable Care Act, as amended by section 1404 of the Health Care and Education Reconciliation Act of 2010. This document also withdraws the Branded Prescription Drug Fee temporary regulations and contains new temporary regulations regarding the definition of controlled group that apply beginning on January 1, 2015. The final regulations and the new temporary regulations affect persons engaged in the business of manufacturing or importing certain branded prescription drugs. The text of the temporary regulations in this document also serves as the text of proposed regulations set forth in a notice of proposed rulemaking (REG-123286-14) on this subject in the Proposed Rules section in this issue of the Federal Register.
Comparing the brand image of two market leading pram brands - Bugaboo and Emmaljunga

OpenAIRE

Huttula, Tia; Nurminen, Peppi-Sisko

2017-01-01

Brand image is one of the most significant factors affecting the success of brands. Information channels have a large impact on brand images, but there is many other aspects on branding. Bugaboo and Emmaljunga are pram brands with different brand image. Emmaljunga is and old and traditional brand, whereas Bugaboo is a new and trendy brand. The case company Lastentarvike is selling Emmaljunga and helps with this research. The main objectives of the thesis project are to study how pra...
Students' Demand for Smartphones: Structural Relationships of Product Features, Brand Name, Product Price and Social Infuence

Science.gov (United States)

Suki, Norazah Mohd

2013-01-01

Purpose: The study aims to examine structural relationships of product features, brand name, product price and social influence with demand for Smartphones among Malaysian students'. Design/methodology/approach: Data collected from 320 valid pre-screened university students studying at the pubic higher learning institution in Federal Territory of…
Succes on the International Market Depends on Brand Strategy

Directory of Open Access Journals (Sweden)

Victor Danciu

2006-10-01

Full Text Available Brand strategy is vital for the succes of the company on the international market. Identity and positionning are critical in order to develop a succesufull brand strategy. These two very important dimensions of any strategy of brand are accompanying every strategical option. Creating and launching new brands depend on the strategic process of the new product development. The new brands aim at acquiring strategic advantages which are associated with the enlargement of the competence field of the company and the differentiation over existing brands. In its turn, the extension of the brand is a strategic alternative which aims at the transfer or the relaunching of the existing brands. The companies which are following the geocentric strategy need global brands. Only the companies which succesfully overcome the numerous restrictions of the global strategy development are able to get good results. Apple is a good example of a brand strategy that gained a unique position on the global market and continues to help holding it.
Company names and company mobility in the internal market: How to balance the interests of the holders of name rights and the freedom of establishment?

DEFF Research Database (Denmark)

Elsmore, Matthew J.; Sørensen, Karsten Engsig

2009-01-01

the name in question. Confusing or misleading information will damage the public and cause inefficiencies in the market. Therefore, while the law and policy of company names within the internal market is not a new topic, the exponential growth of corporate branches brings the matter to the fore. A pressing...... Ten years on from Centros, empirical studies tell us that corporate mobility within the EU's internal market has dramatically increased. Subsequent ECJ rulings confirm that the use of freedom of establishment as a means to enter new markets and circumvent national requirements is within...... the meaning of Community law irrespective of where the business activities are actually based. The intensifying patterns of corporate movement means the public face more and more 'foreign-based' companies on their domestic markets, and the vast majority of these companies will be unfamiliar to them. When...
Assessing tobacco marketing receptivity among youth: integrating point of sale marketing, cigarette package branding and branded merchandise.

Science.gov (United States)

Braun, Sandra; Kollath-Cattano, Christy; Barrientos, Inti; Mejía, Raúl; Morello, Paola; Sargent, James D; Thrasher, James F

2016-11-01

As countries prohibit tobacco marketing through traditional channels, marketing at point of sale (PoS) and through tobacco packaging is increasingly important for promoting tobacco consumption. Assess the validity of a novel marketing receptivity index that considers frequency of PoS exposures, tobacco brand recall and ownership of branded merchandise. Data come from a cross-sectional survey of 3172 secondary school students in Argentina. Questions assessed frequency of going to stores where tobacco is often sold; cued recall of brand names for 3 cigarette packages with brand name removed and ownership of branded merchandise. A four-level marketing receptivity index was derived: low PoS exposure only; high PoS exposure or recall of 1 brand; recall of 2 or more brands; and ownership of branded merchandise. Indicators of marketing receptivity and smoking involvement were regressed on the index, including in adjusted models that controlled for sociodemographics, social influences and sensation seeking. Among never-smokers, the index had independent positive associations with smoking susceptibility (ie, adjusted OR (AOR) 2v1 =1.66; AOR 3v1 =1.64; AOR 4v1 =2.95), willingness to try a specific brand (ie, AOR 2v1 =1.45; AOR 3v1 =2.38; AOR 4v1 =2.20) and positive smoking expectancies (ie, B adj 2v1 =0.09; B adj 3v1 =0.18; B adj 4v1 =0.34). A more marked dose-response independent association was found with current smoking behaviour (ie, AOR 2v1 =2.47; AOR 3v1 =3.16; AOR 4v1 =3.62). The marketing receptivity index was associated with important variation in smoking-related perceptions, intentions and behaviour among Argentine adolescents. Future research should determine the predictive validity and generalisability of this measure to other contexts, including the explanatory power gained by integrating cigarette package brand recognition tasks. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/.
Comparison of brand versus generic antiepileptic drug adverse event reporting rates in the U.S. Food and Drug Administration Adverse Event Reporting System (FAERS).

Science.gov (United States)

Rahman, Md Motiur; Alatawi, Yasser; Cheng, Ning; Qian, Jingjing; Plotkina, Annya V; Peissig, Peggy L; Berg, Richard L; Page, David; Hansen, Richard A

2017-09-01

Despite the cost saving role of generic anti-epileptic drugs (AEDs), debate exists as to whether generic substitution of branded AEDs may lead to therapeutic failure and increased toxicity. This study compared adverse event (AE) reporting rates for brand vs. authorized generic (AG) vs. generic AEDs. Since AGs are pharmaceutically identical to brand but perceived as generics, the generic vs. AG comparison minimized potential bias against generics. Events reported to the U.S. Food and Drug Administration Adverse Event Reporting System between January 2004 to March 2015 with lamotrigine, carbamazepine, and oxcarbazepine listed as primary or secondary suspect were classified as brand, generic, or AG based on the manufacturer. Disproportionality analyses using the reporting odds ratio (ROR) assessed the relative rate of reporting of labeled AEs compared to reporting these events with all other drugs. The Breslow-Day statistic compared RORs across brand, AG, and other generics using a Bonferroni-corrected Pbrand and generics for all three drugs of interest (Breslow-Day Pbrands and generics have similar reporting rates after accounting for generic perception biases. Disproportional suicide reporting was observed for generics compared with AGs and brand, although this finding needs further study. Copyright © 2017 Elsevier B.V. All rights reserved.
Can National Company Law Require a Branch of a Foreign Company to Have an Independent Name?

DEFF Research Database (Denmark)

Werlauff, Erik

2014-01-01

With its basis in Danish law, the article analyses the question of whether a foreign company that establishes a branch in another EU or EEA member state can be required to ensure that the branch name not only repeats the foreign company’s name and nationality with the addition of the designation...

Internal Branding and Employee Brand Consistent Behaviours

DEFF Research Database (Denmark)

Mazzei, Alessandra; Ravazzani, Silvia

2017-01-01

constitutive processes. In particular, the paper places emphasis on the role and kinds of communication practices as a central part of the nonnormative and constitutive internal branding process. The paper also discusses an empirical study based on interviews with 32 Italian and American communication managers...... and 2 focus groups with Italian communication managers. Findings show that, in order to enhance employee brand consistent behaviours, the most effective communication practices are those characterised as enablement-oriented. Such a communication creates the organizational conditions adequate to sustain......Employee behaviours conveying brand values, named brand consistent behaviours, affect the overall brand evaluation. Internal branding literature highlights a knowledge gap in terms of communication practices intended to sustain such behaviours. This study contributes to the development of a non...
Trends in market share of leading cigarette brands in the USA: national survey on drug use and health 2002-2013.

Science.gov (United States)

Sharma, Anushree; Fix, Brian V; Delnevo, Cristine; Cummings, K Michael; O'Connor, Richard J

2016-01-29

The main objective of this study is to examine trends in market share for leading cigarette brands, both before (2002-2008) and after (2009-2013) Food and Drug Administration (FDA) regulation of tobacco products.Design Data come from the annual National Survey on Drug Use and Health from 2002 through 2013. Descriptive statistics, cross tabulations, and logistic regression were employed. Data were weighted to the US population and adjusted for cigarette consumption. Our analysis is restricted to 164,343 current cigarette smokers who were at least 12 years of age or older, had smoked at least one cigarette in the 30 days prior to the survey, and reported a usual cigarette brand at the time of the survey. Over 12 years, 14 brands comprised over 77% of the cigarette market. Marlboro consistently held over 38% of the market. Newport held the second highest market share, and increased from 7.2% in 2002 to 10.9% by 2013. Market share of Pall Mall grew by over 400% (1.7% in 2002 vs 8.9% in 2013), likely aided by the 2009 Federal excise tax increase. No clear associations of changes in market share with the implementation of FDA's regulatory authority over tobacco in 2009 were noted. Tracking market share trends offers clues about brand marketing changing preferences of consumers. Rapidly growing cigarette brands should be monitored to determine if specific marketing practices or design changes are drivers, as these could represent public health concerns. Monitoring trends in cigarette market share could inform regulatory decision-making efforts related to marketing and advertising. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/
Avec Orima - Designing the brand identity

OpenAIRE

Nguyen Le Quynh, Nga; Carvalho, Maria Clara da Costa

2016-01-01

The thesis is a document in building the brand image for the authors’ own start-up Avec Orima. It is motivated by the need to take the company from the planning stage to the next very first step of implementing the business – designing the company’s brand identity. The thesis focused on the process of designing the brand identity. The process began with analysing the company and Finnish target market to have the insights on what the company stands for and wants to achieve. The study then ...
Creating a brand identity for a new mattress brand : Case: Napsie by Studio Moderna

OpenAIRE

Lazareva, Svetlana

2016-01-01

The aim of this thesis was to study the concept of brand identity and its elements in order to outline a basic brand identity for the case brand. The study was conducted for the case company Studio Moderna and the case brand Napsie. The aim of the research was to study the concepts of brand, branding and brand identity. Furthermore, the research aimed at examining managerial tools and techniques that are used in brand identity creation process. Another aim of the research was to discover how ...
Corporate strategic branding: How country and corporate brands come together

OpenAIRE

Đorđević Bojan

2008-01-01

The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, the...
The Effect of Social Media to the Brand Awareness of a Product of a Company

OpenAIRE

Tritama, Hansel Bagus; Tarigan, Riswan Efendi

2016-01-01

Social media is an online media, where the users can easily participate, share, and create any content such as banner, posters, videos and advertisement. Many companies use these social media as a tool to promote their products and make customers aware with their brand. On the other hand, not all companies succeed to market their products and make their products are at their customers’ awareness. The purpose of this research is to find the correlation between social media commu- ...
Conceptualizing the social media communication impact on consumer based brand equity

Directory of Open Access Journals (Sweden)

Ligita Zailskaitė-Jakštė

2016-05-01

Full Text Available Purpose of the article: The purpose of this paper is to identify the impact of consumer-brand communication in social media on brand equity, providing conceptual model. Methodology/methods: The model was prepared using methods of comparative and systematic analysis of scientific literature. Scientific aim: The scientific aim of the article to propose the perspective of social media communication impact on brand equity conceptualization. The key factors of consumer engagement in company (brand communication process and amount of consumers created content (non-sponsored content, i.e. content created in interaction with company or brand, and sponsored content, i.e. content created in interaction with company (brand was under consideration. Findings: Our findings attempt to provide a comprehensive understanding of company (brand communication in social media seeking after a positive impact on brand equity dimensions. Theoretical analysis disclosed that it is not enough just to post message in a proper social media channel, it is essential to post appropriate content of the message and to post it in appropriate way in persuasion to engage consumers into communication. The consumer-generated content created in interaction with company and without interaction with company in social media is making impact on brand equity. Conclusions: The study extends the literature by examining communication in social media from company to consumer perspectives in order to disclose changes in marketing communication as source of brand equity in virtual context and to present key factors influencing brand equity in company (brand communication p
In Search of Ecological Norms in Brand Personality Diagnostics

Directory of Open Access Journals (Sweden)

Oleg Gorbaniuk

2017-03-01

Full Text Available Purpose: The aim of this study is to determine a structure of brand personality at an ecological level and to develop norms for positioning a particular brand in relation to other brands by means of brand personality scales. Methodology: We present the results of a study in which 1,642 participants aged 15 to 82 (mean 35.3; 51.9% females were involved. Each respondent marked three to four brands from different categories of goods and services on a 20-item adjectival list for measuring brand personality. As a result, 6,548 descriptions of 224 brands from 46 categories were collected. Findings: Our analyses show that the structure of the differences among brand personalities on the Polish market can be described in terms of four dimensions: competence, spontaneity, subtlety, and egoism. The established dimensions explain 85% of the variance. A distribution of the results within the scales applied served as a basis for establishing specifc norms for each of the four scales. Limitations: The norms established have a country-level character and are inclusively adequate and reliable for companies that purchase products and services on the Polish market. Originality: Our study presents a new, ecological approach to thinking about brands. Namely, it enables a more precise determination of the position of a certain brand in relation to many other competing brands and allows for a more effcient use of the potential for constructing brand personality.
Connection between customer relationship management and brand equity

Directory of Open Access Journals (Sweden)

Miroslav Mandić

2007-07-01

Full Text Available Customer relationship management (CRM is one of the basic and most crucial elements of the marketing philosophy. CRM puts customers and their satisfaction in the centre by pointing all company’s activities towards the customer. The main objective of CRM is to get to know the customer as well as possible so as to help a company deliver better, more appropriate and higher added value to the customer. A strong connection with customers is the key to their satisfaction, especially if this connection is established by recognizing customers’ needs and it may therefore become one of the crucial competitive advantages. On the other hand, the main link between the company and the customer is its brand, or brands, where the company itself may be recognized as a brand. Generally speaking, it is possible to say that brand management and brand equity are used increasingly in everyday business. The concept of brand equity has a very important role because brand represents one of the most important assets in globally-known companies. The main objective of this paper was to research the connection between CRM and brand equity. The research showed that, if we use it the right way, CRM can be very useful in building brand equity, brand identity, brand value and customer satisfaction/loyalty.
The revival of fashion brands between marketing and history: the case of the Italian fashion company Pucci

OpenAIRE

Merlo, Elisabetta; Perugini, Mario

2015-01-01

The purpose of this paper is to shed light on the contribution that history can give to marketing strategies aimed at revitalizing fashion brands. It focuses on the revival strategy implemented in recent years by the Pucci fashion company.
Brand Equity – Measuring Corporate Brand Strength in the Swedish Smartphone Market; Dimensions of Corporate Brand Equity from a Consumer Perspective

OpenAIRE

Lökken, Andreas; Nayar, Malini; Runering, Maria

2012-01-01

This study deals with the concept of brand equity composition in the Swedish smartphone market. The three dimensions used to describe brand equity are based on Aaker’s definition of consumer based brand equity namely; brand awareness, brand loyalty and perceived quality. The corporate brands represented on the market are analyzed with regards to consumer rating and brand equity composition using a proven theoretical model and a standardized questionnaire. The findings in this study indicate t...
Analysis of Interbrand, BrandZ and BAV brand valuation methodologies

Directory of Open Access Journals (Sweden)

Krstić Bojan

2011-01-01

Full Text Available Brand valuation is considered for one of the most significant challenges of not only theory and practice of contemporary marketing, but other disciplines, as well. Namely, the complex nature of this issue implies the need for multidisciplinary approach and creation of methodology which goes beyond the borders of marketing as a discipline, and includes knowledge derived from accounting, finance and other areas. However, mostly one-sided approaches oriented towards determining brand value either based on research results of consumer behavior and attitudes or based on financial success of the brand are dominant in marketing and financial literature. Simultaneously with these theoretical methodologies, agencies for consultancy and marketing and other subjects have been developing their own brand valuation methods and models. Some of them can be appointed to comprehensive approach to brand valuation, which overcomes mentioned problem considering one-sided analysis of brand value. The comprehensive approach, namely, presumes brand valuation based on benefits which brand provides to both customers and enterprise that owns it, in other words - based on qualitative and quantitative measures respectively reflecting behavior and attitudes of consumers and assumed financial value of the brand, or, more precisely, brand value capitalization. According to the defined research subject, this paper is structured as follows: importance and problem of brand value are reviewed in the Introduction, and three most well-known brand valuation methodologies developed by consultancy agencies - Interbrand methodology and BrandZ and BAV models are analyzed in the next section. In the further considerations the results of comparative analysis of these methodologies are presented and implications for adequate brand valuation suggested.
Brand Image in Cola Drinks

OpenAIRE

Sun, Jianfei

2010-01-01

In Chinese beverage market, there are three mainly cola brands, Coca cola, Pepsi and Future Cola, these three brand share almost 90% cola market, so that competition is omnipresent ,not only in the consumer market, but also very intensive in business to business market. Business-to-business brand building involves various aspects, for example, attributes of products and services, brand image, brand position, and B2B brand management, Wahaha Co., Ltd as a case company need to build brand i...
THE RELATION BETWEEN UNAIDED BRAND AWARENESS AND BRAND COMMERCIAL PERFORMANCE: A STUDY AMONG URBAN ROMANIAN CONSUMERS

OpenAIRE

OVIDIU IOAN MOISESCU

2009-01-01

The role and importance of brands as core parameters for establishing marketing strategies has been widely accepted in developed countries, both in practice and in theory, but insufficiently acknowledged within most of the Romanian companies. If some of the large sized Romanian companies approach brands and their value as core elements of their marketing strategies, small and medium sized companies’ marketing managers usually don’t perceive the importance of branding and, even if they do, the...
Rethinking the Measurement of Place Brands

DEFF Research Database (Denmark)

Zenker, Sebastian; Braun, Erik

2015-01-01

in the form of free brand associations of target customers with qualitative methods; in the form of attributes with quantitative methods like standardized questionnaires; and with mixed methods that combine qualitative research with quantitative methods. Two mixed methods, namely the network analysis......Place brand managers often disregard the complexity of place brands, as do their counterparts in the academic arena: they repeatedly use simple explorative descriptions of certain place brands, rather than a precise measurement. Thus, this chapter aims to identify and discuss measurement approaches...... that could prove useful in place branding. Therefore, we will define the brand and examine various options regarding what to measure in place branding. Finally, we will discuss the different approaches of brand measurement for their use in place branding, namely the approaches to measuring the brand...
Antecedents dari Brand Equity pada Hotel Santika di Bsd Tangerang

OpenAIRE

Susiati, Asriani

2013-01-01

This study refers to previous studies, by kevin kam Fung So and Ceridwyn King (2009). The background of this research was to prove the management approaches that brand equity as the key assets for hotel industries and provide brand manger hotel to evaluate brand equity as an outcome brand strategies. The objectives of this research was : (a) the positive effect of company's presented brand to brand awareness, (b) the positive effect of company's presented brand to brand meaning, (c) the posit...
Brand strengthening using social media

OpenAIRE

Šimonytė, Vilma

2014-01-01

The Relevance of the paper. The brand name is the most durable of company‘s assets creating added value and helping to gain a competitive advantage in the market. Though creating a successful brand is not as easy as it seems. This requires not only original ideas but also a considerable investment because the brand-building is a continuous process. In other words, it is not enough only to create a brand name of the product. Constant competition and changes in consumer demands force the analys...
Cigarette brand variant portfolio strategy and the use of colour in a darkening market.

Science.gov (United States)

Greenland, Steven J

2015-03-01

To evaluate cigarette branding strategies used to segment a market with some of the toughest tobacco controls. To document brand variant and packaging portfolios and assess the role played by colour before plain packaging, as well as consider the threat that recently implemented legislation poses for tobacco manufacturers. Brand variant and packaging details were extracted from manufacturer ingredient reports, as well as a retail audit of Australian supermarkets. Details were also collected for other product categories to provide perspective on cigarette portfolios. Secondary and primary data sources were analysed to evaluate variant and packaging portfolio strategy. In Australia, 12 leading cigarette brands supported 120 brand variants. Of these 61 had names with a specific colour and a further 26 had names with colour connotation. There were 338 corresponding packaging configurations, with most variants available in the primary cigarette distribution channel in four pack size options. Tobacco companies microsegment Australian consumers with highly differentiated product offerings and a family branding strategy that helps ameliorate the effects of marketing restrictions. To date, tobacco controls have had little negative impact upon variant and packaging portfolios, which have continued to expand. Colour has become a key visual signifier differentiating one variant from the next, and colour names are used to extend brand lines. However, the role of colour, as a heuristic to simplify consumer decision-making processes, becomes largely redundant with plain packaging. Plain packaging's impact upon manufacturers' branding strategies is therefore likely to be significant. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions.
Tough by name, tough by nature.

Science.gov (United States)

Baillie, Jonathan

2015-04-01

Few beds, one would imagine, could withstand three-quarters of a ton landing on them, but this was the challenge successfully met by a box bed from a furniture manufacturer for challenging behaviour environments, Tough Furniture, when, to reassure a customer that the bed could accommodate 30-stone patients, 13 of the company's staff jumped repeatedly on it to ensure that it would survive intact in a real-world setting. Such testing may seem extreme, but is vital, since much of the company's furniture is destined for environments where patients will abuse, and indeed attempt to destroy, components. As MD David Vesty explained to HEJ editor, Jonathan Baillie, when he visited the company's Shropshire headquarters, it is through manufacturing premium quality cabinet furniture that is both attractive and distinctly non-institutional, but will equally withstand the harshest use, that the company has ensured that its products can live up to the brand name.
What's behind the Name? The Intensification of Co-Branding in Elite US Colleges of Business and Education

Science.gov (United States)

Mars, Matthew M.

2010-01-01

This article presents research that draws attention to the intensification of co-branding within elite US graduate colleges of business and education. A robust set of descriptive data collected and analyzed according to a content analysis strategy is used to develop an initial understanding of the trend of naming of colleges and academic units in…

Investigation of the efficacy of generic and brand-name tiotropium bromide in the management of chronic obstructive pulmonary disease: A randomized comparative trial.

Science.gov (United States)

Panahi, Yunes; Ghanei, Mostafa; Behzadi, Mohammad; Salehi, Maryam; Soflaei, Sara Saffar; Sahebkar, Amirhossein

2016-03-01

The beneficial effects of tiotropium bromide, a long acting anticholinergic bronchodilator, in the management of chronic obstructive pulmonary disease have been shown in previous studies. The present study aimed to compare the efficacy and safety of generic (Tiova®) and brand-name (Spiriva®) tiotropium preparations in patients with COPD. In this randomized double-blind parallel-group trial, 79 patients with documented COPD were assigned to Tiova® or Spiriva® for a period of 4 weeks. Assessment of pulmonary function (using spirometry), quality-of-life (using St. George respiratory Questionnaire [SGRQ]) and severity of respiratory symptoms (using breathlessness, cough and sputum scale [BCSS]) was performed at baseline and at the end of treatment period. There were significant increases in FEV1 and reductions in FVC by the end of study in both Tiova® and Spiriva® groups. FEV1/FVC ratio did not change significantly neither in the Tiova® nor in Spiriva® group. Overall SGRQ score as well as subscale scores of symptoms, activity and impacts were improved by both drugs. In the BCSS scale, the frequency and severity of three main symptoms (dyspnea, cough and sputum) was decreased by both drugs. Baseline as well as post-treatment values of spirometric parameters, SGRQ and BCSS scores was comparable between the groups, apart from a lower post-treatment frequency of cough and sputum in the Spiriva® versus Tiova® group. There was no report of adverse events in either of the study groups. The findings of this comparative trial showed equivalent efficacy and safety of Spiriva® and Tiova® in lessening the symptoms as well as improving the quality of life in patients with COPD. This finding has an important translational value given the significantly lower costs of generic versus brand-name products.
The Influence of Brand Recognition, Brand Recall, and Top of Mind to Consumer Buying Decision

OpenAIRE

Langi, Kalvin

2013-01-01

There are several important aspects that can influence brand awareness from the company to make their products have been known in the society, which are Brand Recognition, Brand Recall, and Top of Mind. These three aspects play an important role to create Brand Awareness for Consumer Buying Decision. The research objective is to analyze the influence of Brand Recognition, Brand Recall, and Top of Mind to Consumer Buying Decision in aqua mineral water product on Manado. The population in this ...
Role of marketing metrics in strategic brand management

Directory of Open Access Journals (Sweden)

Mamula Tatjana

2012-01-01

Full Text Available This paper shows the role and importance of a brand as a strategic instrument of a company, that ensures sustainability of company's performance in the market on a longer-term basis. To achieve brand competitiveness, it is necessary to manage its equity, which is presented in this paper as an imperative of everyday business operations. Brand evaluation in strategic management is conducted by measuring brand performance in the market, finding measures and ways to manage the brand successfully in order to increase its equity using the set of marketing metric indicators.
The drugging of the Third World.

Science.gov (United States)

Silverman, M; Lee, P R; Lydecker, M

1982-01-01

This article reports an investigation of the promotion of more than 500 products marketed by over 150 pharmaceutical companies in the United States, Great Britain, Latin America, Africa, and Asia. In contrast to the promotional material provided to physicians in the United States and Great Britain, material presented to physicians in Third World countries was found to be marked by gross exaggeration of product effectiveness and minimized or completely omitted potential hazards. No substantial differences could be found between multinational and domestic companies, brand-name and generic firms, or companies based in capitalist nations and those in socialist or communist-bloc countries in terms of the adequacy and accuracy of their promotion. Little evidence was found to support industry claims that the discrepancies in promotion reflect the different policies of various drug regulatory agencies. Much of the promotion concerned "luxury products," including costly tonics and appetite stimulants marketed in poor countries where the pressing need is for food. Bribery of influential physicians and key governmental officials may play an important role in irrational drug promotion and use in the Third World. Some of the proposed corrective approaches to this problem are examined.
Understanding Brand Evangelism and the Dimensions Involved in a Consumer Becoming Brand Evangelist

Directory of Open Access Journals (Sweden)

Lina Anggraini

2018-03-01

Full Text Available Smartphone market is rapidly changing and facing a highly competitive environment, with constant product introductions. It is characterized by quickly evolving technology and designs, aggressive pricing, short product life cycles, and rapid imitation. Thus, the players in smartphone industry need to invent a major breakthrough in their marketing strategy. Consider a large company like Apple. Apple loyalists are some of the most recognized product evangelists in the market, sharing their experiences with emerging technology in enthusiastic ways. Apple as the pioneer of Brand Evangelism in 1984, the company relies on customers to communicate marketing messages to other potential customers. It can be an alternative marketing tool for organizations that want to achieve their sustainable competitiveness as brand evangelists will deliver positive information, ideas, and feelings toward a specific brand to others voluntarily in order to influence consumption behaviour. This study aims to examine the phenomenon of brand evangelism and understand the dimensions involved in a consumer becoming brand evangelist. The research method of this study is based on the implementation of quantitative survey research design. The data used in this study were obtained by administering online questionnaires to 468 respondents who have used Apple iPhone for at least 6 months in Indonesia. The data analysis method used in this study is multiple regression analysis. The findings show that brand satisfaction, consumer-brand identification, brand salience, brand trust and opinion leadership have positive influence towards brand evangelism.
BRAND POSITIONING THROUGH CELEBRITY ENDORSEMENT - A REVIEW CONTRIBUTION TO BRAND LITERATURE

Directory of Open Access Journals (Sweden)

Abdullah Malik

2014-10-01

Full Text Available The use of celebrities in marketing communications has become the practice of the major companies in the emplacement of the brand in the mind of consumers. Firms are making vast investments in hiring celebrities for positioning of brands by making organizations with endorser qualities such as trustworthiness, attractiveness and expertise. In the backdrop, this paper seeks to explore the variables of brand positioning through sports celebrity endorsement. Secondly, to propose the model through merging the sport celebrity endorsement constructs with brand positioning constructs by drawing together and to develop the scale for measuring brand positioning through celebrity endorsement based on existing literature
Corporate branding with the help of corporate real estate

NARCIS (Netherlands)

Appel - Meulenbroek, H.A.J.A.; Havermans, D.W.Q.; Kempen, van A.J.M.; Lundstrom, S.

2009-01-01

Nowadays, many companies try to attract customers by bundling all marketing efforts under a common corpo-rate brand to reflect the organization’s identity. The principle of corporate branding suggests that the corporate brand ought to be thoroughly embedded throughout the entire company in order to
Direct and Indirect Effects of Marketing Effort on Brand Awareness and Brand Image.

OpenAIRE

Villarejo Ramos, Ángel Francisco; Rondán Cataluña, Francisco Javier; Sánchez Franco, Manuel Jesús

2008-01-01

The marketing effort orientated to towards strengthening the brand means to increase the degree of knowledge of the brand name. In this paper we want to show the relationship between brand awareness and brand image. Starting out from a theoretical review, we set out a model of direct and indirect effects of the marketing effort-as the brand's antecedents-on brand awareness and brand image. Via the empirical support used, a questionnaire of a sample of consumers, we try to find out how the mar...
Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature

OpenAIRE

Malik, Abdullah; Sudhakar, Bushan D.

2014-01-01

The use of celebrities in marketing communications has become the practice of the major companies in the emplacement of the brand in the mind of consumers. Firms are making vast investments in hiring celebrities for positioning of brands by making organizations with endorser qualities such as trustworthiness, attractiveness and expertise. In the backdrop, this paper seeks to explore the variables of brand positioning through sports celebrity endorsement. Secondly, to propose the model through...
Randomized, double blind comparison of brand and generic antibiotic suspensions: II. A study of taste and compliance in children.

Science.gov (United States)

El-Chaar, G M; Mardy, G; Wehlou, K; Rubin, L G

1996-01-01

The taste of oral liquid medications influences compliance in children. Generic preparations are prescribed to reduce cost and may taste worse than brand name products. This was a prospective, randomized, double blind, crossover trial of the differences in taste and compliance between brand and generic antibiotic suspensions in children 3 to 14 years of age. Verbal and visual assessment methods were used to assess taste, and compliance was measured by the amount of drug returned after use. Ten children in each of the cephalexin and erythromycin-sulfisoxazole groups did not report that the brand and generic formulations tasted differently. Fifteen children thought that brand trimethoprim-sulfamethoxazole tasted better than the generic preparation. Brand name oral liquid antibiotics do not necessarily taste better than their generic counterparts. Despite preference for the taste of brand trimethoprim-sulfamethoxazole, all of the children in this study were compliant with both brand and generic medications.
Firm- and drug-specific patterns of generic drug payments by US medicaid programs: 1991-2008.

Science.gov (United States)

Kelton, Christina M L; Chang, Lenisa V; Guo, Jeff J; Yu, Yan; Berry, Edmund A; Bian, Boyang; Heaton, Pamela C

2014-04-01

The entry of generic drugs into markets previously monopolized by patented, branded drugs often represents large potential savings for healthcare payers in the USA. Our objectives were to describe and explain the trends in drug reimbursement by public Medicaid programmes post-generic entry for as many drug markets and for as long a time period as possible. The data were the Medicaid State Drug Utilization Data maintained by the Centers for Medicare and Medicaid Services. Quarterly utilization and expenditure data from 1991 to 2008 were extracted for 83 drugs, produced by 229 firms, that experienced initial generic entry between 1992 and 2004. A relative 'price' for a specific drug, firm and quarter was constructed as Medicaid reimbursement per unit (e.g. tablet, capsule or vial) divided by average reimbursement per unit for the branded drug the year before entry. Fixed-effects models controlling for time-, firm- and drug-specific differences were estimated to explain reimbursement. Twelve quarters after generic entry, 18 % of drugs had average per-unit reimbursement less than 50 % of the original branded-drug reimbursement. For each additional firm manufacturing the drug, reimbursement per unit, relative to the pre-generic-entry branded-drug reimbursement, was estimated to fall by 17 (p < 0.01) and 3 (p < 0.01) percentage points for generic and branded-drug companies, respectively. Each additional quarter post-generic entry brought a 2 (p < 0.01) percentage point drop in relative reimbursement. State Medicaid programmes generally have been able to obtain relief from high drug prices following patent expirations for many branded-drug medications by adjusting reimbursement following the expanded competition in the pharmaceutical market.
Food health branding

DEFF Research Database (Denmark)

Chrysochou, Polymeros

elements convey a healthy brand image depends on context factors external to the company (e.g. regulation), and internal ones (e.g. corporate branding strategy, brand type, product type, type of communication strategies, the brand management stage and the manager's capability). Moreover, the marketing mix...... and contributing towards healthier food choices. However, branding a food product based on the value of health is not an easy practice as strategies employed may often fail to convey the value of health. In addition, a potential conflict may be apparent between branding the value of health and the ethical norms...... in conveying a healthy brand image and how health brands are dealt with in the public discourse. The second study explores consumers' associations with food and health, perceptions of food healthfulness, and how these differ between gender and age groups. The third study identifies health-related segments...
Strategic Brand Management in Hospitality Sector: How to Manage Co-branding in Hotels and Restaurants

OpenAIRE

Ruhet Genc

2010-01-01

Companies in the hospitality sector (hotels, restaurants etc.) aim to distinguish their brand image and differentiate their product or service among the competitors by adopting particular brand strategies since identifying a target customer base and understanding their needs and preferences are of primary significance for hospitality firms. The achievement of a distinguished designation necessitates utilizing research based and strategic branding techniques and suggestions. One major branding...
Generic Drugs: The Same Medicine for Less Money

Science.gov (United States)

... about brand-name drugs. Resources Consumer Reports Best Buy Drugs can help you find lower-cost generic drugs. ... produced by Consumers Union and Consumer Reports Best Buy Drugs , a public information project supported by grants from ...
Branding McJobs

DEFF Research Database (Denmark)

Noppeney, Claus; Endrissat, Nada; Kärreman, Dan

Traditionally, employer branding has been considered relevant for knowledge intensive firms that compete in a ‘war for talent’. However, the continuous rise in service sector jobs and the negative image of these so-called McJobs has motivated a trend in rebranding service work. Building on critical...... oriented branding literature, our contribution to this stream of research is twofold: We provide an empirical account of employer branding of a grocery chain, which has repeatedly been voted among the ‘100 best companies to work for’. Second, we outline the role of symbolic compensation that employees...... of employer branding....
Biopharmaceutic Risk Assessment of Brand and Generic Lamotrigine Tablets.

Science.gov (United States)

Vaithianathan, Soundarya; Raman, Siddarth; Jiang, Wenlei; Ting, Tricia Y; Kane, Maureen A; Polli, James E

2015-07-06

The therapeutic equivalence of generic and brand name antiepileptic drugs has been questioned by neurologists and the epilepsy community. A potential contributor to such concerns is pharmaceutical quality. The objective was to assess the biopharmaceutic risk of brand name Lamictal 100 mg tablets and generic lamotrigine 100 mg tablets from several manufacturers. Lamotrigine was characterized in terms of the Biopharmaceutics Classification System (BCS), including aqueous solubility and Caco-2 permeability. A panel of pharmaceutical quality tests was also performed on three batches of Lamictal, three batches of Teva generic, and one batch of each of four other generics: appearance, identity, assay, impurity, uniformity of dosage units, disintegration, dissolution, friability, and loss on drying. These market surveillance results indicate that all brand name and generic lamotrigine 100 mg tablets passed all tests and showed acceptable pharmaceutical quality and low biopharmaceutic risk. Lamotrigine was classified as a BCS class IIb drug, exhibiting pH-dependent aqueous solubility and dissolution. At pH 1.2 and 4.5, lamotrigine exhibited high solubility, whereas lamotrigine exhibited low solubility at pH 6.8, including non-sink dissolution. Lamotrigine showed high Caco-2 permeability. The apparent permeability (Papp) of lamotrigine was (73.7 ± 8.7) × 10(-6) cm/s in the apical-to-basolateral (AP-BL) direction and (41.4 ± 1.6) × 10(-6) cm/s in the BL-AP direction, which were higher than metoprolol's AP-BL Papp of (21.2 ± 0.9) × 10(-6) cm/s and BL-AP Papp of (34.6 ± 4.6) × 10(-6) cm/s. Overall, lamotrigine's favorable biopharmaceutics from a drug substance perspective and favorable quality characteristics from a tablet formulation perspective suggest that multisource lamotrigine tablets exhibit a low biopharmaceutic risk.
Brand Preference Affects the Threshold for Perceptual Awareness

DEFF Research Database (Denmark)

Ramsøy, Thomas Z.; Skov, Martin

2014-01-01

Despite decades of scientific scrutiny, much is still unknown about the effects that brands have on perception. Brands are known to lead to changes in attention and mnemonic processing and by altering emotional preferences they imbue products with value. Less, however, is known about the exact......, the Perception Awareness Scale, it is found that brand names for which there is either a positive and negative preference, subjects report seeing the name more clearly. Interestingly, and much to the contrary of studies of basic emotions, this effect is strongest for positive preference. Our results...... mechanism through which this occurs. Here, a novel and unexpected finding is provided in which subjective brand preference alters the likelihood that a brand name will be consciously seen. By presenting brand names at brief durations, and having them respond using a graded evaluation of conscious perception...
Creating strategic brand management manual : Case: Tukikallio Oy

OpenAIRE

Vepsäläinen, Sini

2010-01-01

The purpose of this Thesis was to create a Strategic Brand Management Manual for the use of a new company called Tukikallio Oy. The manual was composed of the elements that the company wanted to include in it. A qualitative research method was used in collecting information. The theoretical part of the thesis includes theories about brand building. Brand identity tells what the brand really is with its positive and negative sides, image reflects on what kind of things the consumer associa...
Popularity of brand posts on brand fan pages : An investigation of the effects of social media marketing

NARCIS (Netherlands)

de Vries, L.; Gensler, S.; Leeflang, P.S.H.

Social media outlets constitute excellent vehicles for fostering relationships with customers. One specific way to do this is to create brand fan pages on social networking sites. Companies can place brand posts (containing videos, messages, quizzes, information, and other material) on these brand
Managing Market Segmentatıon for Dıfferent Brands of the same Headquarter

Directory of Open Access Journals (Sweden)

Ahmet Hakan Özkan

2016-10-01

Full Text Available Brand management is inevitable for sustainable marketing. Civil aviation companies focus on sustainable marketing, because of their long-term investments. Customer loyalty is one of the most improtant factors of sustainable marketing. It is known that, if there is no certain limit or border, segmentation damages the reputation of the brands and it is one of the most important threats of sustainable marketing. Segmentation can be done by using new brands, but this process has its own constraints. Such constraints are related with the reputability of the company. To evaluate the impact of a new brand on reputability, service quality is taken as a metric and SERVQUAL is used. The customers of two civil aviation companies participated the study. These two aviation companies have the same headquarter, but they have different brand management strategies. One of them is globally reputable and it is the headquarter company. 166 questionnaires of the 83 participants are evaluated. It is seen that the service quality perception on the brand of the headquarter company did not change and the new brand did not effect its reputability. New brand created its own market or took a share from the other civil aviation companies which attract the customers of the headquarter company with their lower prices.

Pentingnya Brand Loyalty terhadap Minat Beli Ulang

OpenAIRE

Hadi, Prasetyo; Sumarto, Sumarto

2010-01-01

Brand loyalty provides strategic value to the company if managed properly. For example, the reduction of marketing costs, increase sales and market share, create brand awareness, growing interest in new customers. Including providing opportunities for the company time to anticipate a possible threat from rivals. Thus, marketing is a battle of consumer perception and brand loyalty, not just a battle of products.The purpose of this study was to investigate the effect of positioning strategy tow...
Brand image, cultural events and loyalty in mobile industry

Directory of Open Access Journals (Sweden)

Thelma Valéria Rocha

2013-05-01

Full Text Available : This study analyses the effect of cultural events in brand image and customers’ loyalty in the mobile industry. The main relevance is to discuss the effectiveness’ of cultural events, those demanding high investments’ for the companies which have to explain the results in terms of loyalty and brand image. The subject is reviewed theoretical considering three topics: cultural events, brand image and loyalty, which lead to hypotheses to be tested. The field research of a quantitative nature uses the survey method, which was applied to 150 teenagers consumers of mobiles companies, classes A and B. The results of field research show that there is a positive relationship between cultural activities and brand image, and between the brand image and loyalty. However, there was significant correlation between cultural events and loyalty only to B Company. It may be related with B events wish were prepared to this target and may improve loyalty. To companies as A and C, brand image acts as moderator between cultural events and loyalty. These results indicated that cultural events may have impact in loyalty, since the company developed those actions to the target. As contribution, this study fills a gap which is the study that discusses effect of cultural activities on brand image and loyalty, in emerging economies, as Brazil, where few researches consider cultural events.
Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

Directory of Open Access Journals (Sweden)

Sri Vandayuli Riorini

2015-04-01

Full Text Available The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies, in which customers increasingly have a relationship, trust, identification, involvement, and commitment to the brand Commercial Bank will increasingly have the intention to buy the brand, reference brand they use positively, and give contradictory references the back of a competing brand to others or called with Brand evangelism. Furthermore, it is known that the most dominant factor influencing Brand evangelism is a Brand commitment. Further research is recommended to investigate the influence of Brand relationship with all of its dimensions, namely Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism with its entire dimension (Positive brand referrals, Brand purchase intention, and Oppositional brand referrals. Furthermore, it also is advisable to do research for brands other services, such as hotels and restaurants.
Mixed Approach Retrospective Analyses of Suicide and Suicidal Ideation for Brand Compared with Generic Central Nervous System Drugs.

Science.gov (United States)

Cheng, Ning; Rahman, Md Motiur; Alatawi, Yasser; Qian, Jingjing; Peissig, Peggy L; Berg, Richard L; Page, C David; Hansen, Richard A

2018-04-01

Several different types of drugs acting on the central nervous system (CNS) have previously been associated with an increased risk of suicide and suicidal ideation (broadly referred to as suicide). However, a differential association between brand and generic CNS drugs and suicide has not been reported. This study compares suicide adverse event rates for brand versus generic CNS drugs using multiple sources of data. Selected examples of CNS drugs (sertraline, gabapentin, zolpidem, and methylphenidate) were evaluated via the US FDA Adverse Event Reporting System (FAERS) for a hypothesis-generating study, and then via administrative claims and electronic health record (EHR) data for a more rigorous retrospective cohort study. Disproportionality analyses with reporting odds ratios and 95% confidence intervals (CIs) were used in the FAERS analyses to quantify the association between each drug and reported suicide. For the cohort studies, Cox proportional hazards models were used, controlling for demographic and clinical characteristics as well as the background risk of suicide in the insured population. The FAERS analyses found significantly lower suicide reporting rates for brands compared with generics for all four studied products (Breslow-Day P brand CNS drugs in FAERS and adjusted retrospective cohort analyses remained significant only for sertraline. However, even for sertraline, temporal confounding related to the close proximity of black box warnings and generic availability is possible. Additional analyses in larger data sources with additional drugs are needed.
Global brands: a brief review

OpenAIRE

Martín Hernani-Merino; Rossana Montero–Santos

2015-01-01

Markets globalization has placed global brands as central players in the economic, cultural and psychological fields; the evidence is everywhere (Özsomer, Batra, Chattopadhyay & Hofstede, 2012). Therefore, many multinational companies are altering their brand portfolios in favor of global brands (Özsomer et al, 2012;. Steenkamp, Batra & Alden, 2003). Thus, this essay aims to analyze the concepts and research related to the construct of global brands. The paper seeks to understand the ...
Global brands: a brief review

Directory of Open Access Journals (Sweden)

Martín Hernani-Merino

2015-12-01

Full Text Available Markets globalization has placed global brands as central players in the economic, cultural and psychological fields; the evidence is everywhere (Özsomer, Batra, Chattopadhyay & Hofstede, 2012. Therefore, many multinational companies are altering their brand portfolios in favor of global brands (Özsomer et al, 2012;. Steenkamp, Batra & Alden, 2003. Thus, this essay aims to analyze the concepts and research related to the construct of global brands. The paper seeks to understand the definition from different perspectives of what it means global brands; and later, briefly analyze the research of global branding. Finally, final considerations are discussed.
The Influence of advertising media on brand awareness

OpenAIRE

Ivana S. Domazet; Ines Đokić; Olja Milovanov

2017-01-01

In modern business conditions, the company sends its promotional message through various instruments of promotion, and therefore the different media. One of the instruments of promotion is economic propaganda (advertising), which uses a number of media such as television, radio, newspapers, billboards, Internet and others. By using various media, the company affects the consumer awareness of the brand, spreads information about themselves and the brand, educates consumers, creates a brand ima...
Tiered co-payments, pricing, and demand in reference price markets for pharmaceuticals.

Science.gov (United States)

Herr, Annika; Suppliet, Moritz

2017-12-01

Health insurance companies curb price-insensitive behavior and the moral hazard of insureds by means of cost-sharing, such as tiered co-payments or reference pricing in drug markets. This paper evaluates the effect of price limits - below which drugs are exempt from co-payments - on prices and on demand. First, using a difference-in-differences estimation strategy, we find that the new policy decreases prices by 5 percent for generics and increases prices by 4 percent for brand-name drugs in the German reference price market. Second, estimating a nested-logit demand model, we show that consumers appreciate co-payment exempt drugs and calculate lower price elasticities for brand-name drugs than for generics. This explains the different price responses of brand-name and generic drugs and shows that price-related co-payment tiers are an effective tool to steer demand to low-priced drugs. Copyright © 2017 Elsevier B.V. All rights reserved.
A Conceptual Analysis of Brand Loyalty As Core Dimension of Brand Equity

OpenAIRE

Moisescu, Ovidiu I.

2006-01-01

Nowadays, brands are companies’ most valuable assets, adding both economic and strategic value to its proprietors. During the last years, brand valuation has been an intensively analyzed subject among marketing specialists. The value of this asset is often referred to as brand equity which is the marketing and financial value associated with a brand’s strength in the market or the added value a given brand name provides to a product beyond the functional benefits. Besides the actual proprieta...
COST ANALYSIS OF LONG ESTABLISHED AND NEWER ORAL ANTIEPILEPTIC DRUGS AVAILABLE IN THE INDIAN MARKET

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Phatak Abhishek M, Hotwani Jitendra H, Deshmukhkiran R, Panchal Sagar S, Naik Madhura S

2015-10-01

Full Text Available Background: Large number of pharmaceutical companies manufactures antiepileptic drugs in India. The price variations among the marketed drugs are wide. Aims: The present study was aimed to find the cost of different oral antiepileptic drugs available in Indian market as monotherapy, combination therapy and number of manufacturing companies for each, to evaluate difference in cost of different brands of same dosage of same active drug by calculating percentage variation of cost. Methods and Materials: Cost of a drug being manufactured by different companies, in the same strength and dosage forms was obtained from “Indian Drug Review” Vol. XXI, Issue No.4, 2014 and “Current Index of Medical Specialties” July-October 2014. The difference in the maximum and minimum price of the same drug manufactured by different pharmaceutical companies and percentage variation in price was calculated. Results: The percentage price variation noted of long-established drugs was – Phenytoin (50mg: 140%, Carbamazepine (100mg: 1033%, Phenobarbital (30mg : 730%, Valproic acid (300mg : 420%. Newer drugs –Levetiracetam (250mg: 75%, Lamotrigine (25mg: 66%, Topiramate (50mg: 108%, Zonisamide (100mg: 19%. Combination drugs – Phenobarbital + Phenytoin (30+100 mg: 354.55%. Conclusion: The percentage price variation of different brands of the same commonly used long-established oral antiepileptic drug manufactured in India is very wide. The formulation or brand of Antiepileptic drugs (AED’s should preferably not be changed since variations in bioavailability or different pharmacokinetic profiles may increase the potential for reduced effect or excessive side effects. Hence, manufacturing companies should aim to decrease the price variation while maintaining the therapeutic efficacy.
How Brand Equity and Movieliking can Override Impact of Misleading Brand Placement toward Brand Attitudes

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Adi Zakaria Afiff

2014-05-01

Full Text Available The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, three experiments were conducted to see the influence of consumer knowledge of the misleading brand placement, brand equity and movie liking toward the brand attitude. The results show that when consumers do not have knowledge of the misleading brand placement they are not affected by misleading brand placement; but when they know of the misleading brand placement, brand attitude tend to be still be high when brand equity is high; and finally, when brand equity is high, a positive movie liking can further strengthen brand equity in reducing the negative effect of the misleading brand placement. Normal 0 false false false IN X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Cambria","serif"; mso-ascii-font-family:Cambria; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Cambria; mso-hansi-theme-font:minor-latin;}
Insurance companies' perspectives on the orphan drug pipeline.

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Handfield, Robert; Feldstein, Josh

2013-11-01

Rare diseases are of increasing concern to private and public healthcare insurance plans. Largely neglected by manufacturers before the 1983 passing of the Orphan Drug Act (ODA), orphan drugs have become a commercialization target of steadily increasing importance to the healthcare industry. The ODA mandates the coverage of rare diseases, which are defined in research communities as diseases that are so infrequent that there is no reasonable expectation of a drugmaker recovering the cost of developing that drug. To determine the views of leading commercial US payers regarding providing access to and coverage for orphan drugs; to assess whether and to what degree cost-effectiveness analysis (CEA) is viewed by payers as relevant to rare disease coverage. The study sample was identified through a call for action sent by America's Health Insurance Plans to its members, resulting in 4 interviews conducted and 3 completed surveys from a total of 7 companies. These 7 US health insurance companies represent approximately 75% of the US private insurance market by revenue and include approximately 157 million covered lives (using self-reported data from insurance companies). Representatives of 3 companies responded to the survey, and representatives of 4 companies were interviewed via the phone. The interviews were conducted with subject matter experts at each company and included 2 senior vice presidents of a pharmacy program, 1 chief medical director, and 1 head of pharmacoeconomics. The surveys were completed by 1 vice president of clinical pharmacy strategy, 1 chief pharmacy director, and 1 medical director. Based on the responses in this study, approximately 67% of US private insurance companies are concerned about orphan drugs, but only approximately 17% have developed meaningful strategies for addressing the cost of orphan drugs. Of the companies who do have such a strategy, 100% are unsure how to determine the best economic assessment tools to control orphan drug
Cognitive tests predict real-world errors: the relationship between drug name confusion rates in laboratory-based memory and perception tests and corresponding error rates in large pharmacy chains.

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Schroeder, Scott R; Salomon, Meghan M; Galanter, William L; Schiff, Gordon D; Vaida, Allen J; Gaunt, Michael J; Bryson, Michelle L; Rash, Christine; Falck, Suzanne; Lambert, Bruce L

2017-05-01

Drug name confusion is a common type of medication error and a persistent threat to patient safety. In the USA, roughly one per thousand prescriptions results in the wrong drug being filled, and most of these errors involve drug names that look or sound alike. Prior to approval, drug names undergo a variety of tests to assess their potential for confusability, but none of these preapproval tests has been shown to predict real-world error rates. We conducted a study to assess the association between error rates in laboratory-based tests of drug name memory and perception and real-world drug name confusion error rates. Eighty participants, comprising doctors, nurses, pharmacists, technicians and lay people, completed a battery of laboratory tests assessing visual perception, auditory perception and short-term memory of look-alike and sound-alike drug name pairs (eg, hydroxyzine/hydralazine). Laboratory test error rates (and other metrics) significantly predicted real-world error rates obtained from a large, outpatient pharmacy chain, with the best-fitting model accounting for 37% of the variance in real-world error rates. Cross-validation analyses confirmed these results, showing that the laboratory tests also predicted errors from a second pharmacy chain, with 45% of the variance being explained by the laboratory test data. Across two distinct pharmacy chains, there is a strong and significant association between drug name confusion error rates observed in the real world and those observed in laboratory-based tests of memory and perception. Regulators and drug companies seeking a validated preapproval method for identifying confusing drug names ought to consider using these simple tests. By using a standard battery of memory and perception tests, it should be possible to reduce the number of confusing look-alike and sound-alike drug name pairs that reach the market, which will help protect patients from potentially harmful medication errors. Published by the BMJ
The influence of advertising media on brand awareness

OpenAIRE

Domazet, Ivana; Đokić, Ines; Milovanov, Olja

2018-01-01

In modern business conditions, the company sends its messages through various instruments of promotion, and therefore the different media. One of the instruments of promotion economic propaganda (advertising), which uses a number of media such as television, radio, newspapers, billboards, Internet and others.. By using various media, the company affects the consumer awareness of the brand, spreads information about themselves and the brand, educates consumers, creates a brand image and the li...
Corporate strategic branding: How country and corporate brands come together

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Đorđević Bojan

2008-01-01

Full Text Available The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, they can have positive associations (high quality, modern design, product innovation, which means that the country itself has a powerful brand. However, there are opposite cases where we talk about the weak branding of a particular country. It is necessary to mobilize all the available forces of politicians, business people, artists, sportsmen and scientists to create a strategy for enhancing the image and reputation of a country on the international markets, i.e. for creating the national branding strategy.
The Importance of Branding and Rebranding for Strategic Marketing

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Todor R.D.

2014-12-01

Full Text Available The present paper’s main purpose is to establish a conection between branding, rebranding and the efforts of developing a strategic marketing plan. Today’s reality shows us that the quality of products or services alone, can not ensure companies success anymore. Because of that a lot of companies willing to obtain high profits, on national or international markets, have to consider branding eforts as a necesity and not as an option. Furthermore, even if the company’s efforts give birth to a successful brand, time and market changes may lead to the erosion of brand’s image, forcing that company to rethink the hole branding strategy and proceed to rebranding.
The Strategic Management of Store Brand Perceived Quality

Science.gov (United States)

Yang, Defeng

Store brand plays a vital role in the success of retailers. Perceived quality is one of important factors influencing consumers' store brand purchase intention. Store brand perceived quality is lower compared with objective quality or national brand. For this end, the purpose of this article is to examine how to manage store brand perceived quality in strategic level. This article firstly discusses how consumers evaluate product quality, and the theoretical background of the reason that store brand perceived quality is lower from the view of cue related theories. Then, consumers' store brand quality evaluation is explored. Finally, this article presents several strategic tactics to increase store brand perceived quality. These tactics include choosing store's name as store brand name, making large advertising investment, improving store brand product package, and strengthening the relationship with store brand product suppliers.
Direct-to-consumer promotion of prescription drugs. Economic implications for patients, payers and providers.

Science.gov (United States)

Findlay, S D

2001-01-01

Spending on outpatient prescription drugs in the US is accelerating rapidly. Although numerous factors are driving this trend, attention has recently focused on the role played by the marketing, promotion and advertising of pharmaceuticals, in particular direct-to-consumer (DTC) advertising. In 1997, the US Food and Drug Administration (FDA) issued a 'guidance' on such mass media promotion. The guidance altered existing FDA rules and effectively permitted pharmaceutical companies to promote prescription drugs on television and radio without giving detailed or even summary information on indications, efficacy or potential adverse effects. Since then, television commercials, in particular, and print advertisements in consumer magazines and newspapers have proliferated rapidly. Pharmaceutical companies spent $US1.8 billion on DTC advertising in 1999, a 40% increase over 1998. This spending in 1999 was heavily concentrated on about 50 drugs. Evidence is growing that DTC promotion of prescription drugs is: (i) alerting consumers to the existence of new drugs and the conditions they treat; (ii) increasing consumer demand for many drugs; (iii) contributing increasingly to the recent sharp increase in the number of prescriptions being dispensed; (iv) raising sales revenues; and, thus, (v) contributing to the higher pharmaceutical costs of health insurers, government and consumers. The public policy issues surrounding DTC advertisements centre on the following questions: (i) are the advertisements leading to the inappropriate clinical use of some drugs? (ii) are the advertisements inducing both consumers and physicians to choose more costly new brand-name drugs over less expensive, but equally effective, older brand or generic drugs? (iii) do television advertisements for prescription drugs contain a balanced amount of information on benefits versus potential adverse effects? and (iv) will the revenue benefits generated by DTC advertising cause pharmaceutical companies to
Pengaruh I-Branding pada Website Binus University Terhadap Loyalitas Pelanggan

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Meyliana Meyliana

2013-12-01

Full Text Available Implementing an appropriate branding strategy supports a company in putting its product or service to be customers’ top of mind. Aligned with the development of information technology, especially the Internet, merging branding with internet (i-branding creates a unique characteristic for a company. It is very helpful for a company in competing in the free market. Therefore, it is important for a company to know information about customer perception in assessing i-branding that has been applied to its website. As an educational institution which is a pioneer in the use of information technology, Binus University concerns much about its branding on the official website (www.binus.ac.id. This study is conducted to assess the i-branding of Binus University on the point of view of its students as customers. This study uses Four Pillars of i-branding consisting the following variables: customer understanding, marketing communication, interactivity, content, and customer loyalty consisting of trust and satisfaction. The hypothesis is tested by correlation analysis and regression analysis. Based on correlation analysis, all hypotheses of H1 (no relation is received and based on regression analysis, all hypotheses of H1 (bring effects is received.
In vitro disintegration studies of weekly generic and branded risedronate sodium formulations available in Canada.

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Walker, A D; Adachi, J D

2011-09-01

The aim of this study was to evaluate the in vitro disintegration of the five newly available Canadian generic risedronate 35 mg tablets compared to the innovator (branded) product, ACTONEL * *ACTONEL is a registered trade name of Warner Chilcott Company, LLC. (risedronate sodium) 35 mg. Tablets were inspected for colour and appearance. Disintegration times were determined using United States Pharmacopeia 33 (USP33-NF 28) methods. Disintegration onset time was also evaluated. The mean disintegration onset time values for the generic risedronate 35 mg tablets ranged from 2 to 29 seconds, and the mean disintegration completion times ranged from 81 to 260 seconds. The mean disintegration onset and completion time values for the ACTONEL 35 mg tablets were 23 and 43 seconds respectively. Four out of the five generic tablets tested had shorter disintegration onset times than the branded product; two of the generic tablet products had very fast disintegration onset times i.e. 2-3 seconds. Disintegration completion time for all five generic products tested was longer than that observed for the branded product; two generic products had disintegration completion time values five to six times longer than the branded product. Differences in the in vitro disintegration times were observed between the generic risedronate 35 mg tablets commercially available in Canada and the branded product, ACTONEL. The rapid disintegration onset times of two generic products may be important as this could increase the possibility of drug exposure in both the mouth and the esophagus during swallowing, resulting in unwanted localized irritation. However, it should be noted that an in vitro/in vivo correlation has not been established. Until such studies are completed it may be important to be aware of such in vitro disintegration differences when evaluating patients with newly presenting upper gastrointestinal complaints upon being switched from the branded product to generic formulations.

Employer branding

OpenAIRE

Mičková, Kateřina

2008-01-01

The demand for qualified employees is higher then the offering, both in Czech republic and internationally. Demand for specific skills, in addition to a greater demand for workforce generally, is making employee recruitment and retention much more difficult and expensive. Employer Branding claims to be an answer to this new challenge. This international concept focuses on developing an "employer brand" - mental image of a company as an employer. To achieve this, it is necessary to demonstrate...
Searching online to buy commonly prescribed psychiatric drugs.

Science.gov (United States)

Monteith, Scott; Glenn, Tasha

2018-02-01

The use of online pharmacies to purchase prescription drugs is increasing. The patient experience when searching to buy commonly prescribed psychiatric drugs was investigated. Using the search term "buy [drug name] online" in Google, 38 frequently prescribed drugs, including 13 with a high potential for abuse, were searched by brand and generic names. The first page of results were analyzed, including with pharmacy certification checkers and ICANN WHOIS. Search results for all drugs yielded 167 pharmacies, of which 147 (88%) did not require a prescription. Considering all searches, the average number of pharmacies requiring a prescription was 2.7 for a brand name drug and 2.4 for a generic name. A phrase like "buy without a prescription" usually appeared on the search results page. All results for drugs with a high potential for abuse were for illegal pharmacies. Information from certification agencies was often conflicting. Most pharmacies were registered internationally. Patients searching online to purchase prescription psychiatric drugs are presented predominantly with illegal pharmacies, and find conflicting certification data. Patient education should address typical search results. Societal pressures may increase the use of online pharmacies including prescription drug costs, stigma, loss of trust in expert opinion, and the changing patient role. Copyright © 2017 Elsevier B.V. All rights reserved.
Energy brands lack vitality

International Nuclear Information System (INIS)

Godri, S.; Wilders, E.

2004-01-01

The three Dutch energy companies (Nuon, Essent and Eneco Energie) have relatively little brand strength. The brands are not perceived to be sufficiently different from one another and are not valued by consumers. With liberalisation imminent, this is hardly a strong starting point. How can you win over consumers if it is not clear what is on offer? In the business market, decision-makers are better placed to distinguish between brands. However, the brands lack vitality in this sector of the market too. The only consolation is that the situation is by no means exclusive to the Netherlands [nl
Strategic Branding in Hospitality: Case of Accor Hotels

OpenAIRE

Demirçiftçi, Tevfik; Kızılırmak, İsmail

2016-01-01

Branding strategy is used by hospitality companies for many years. One of the reasons behind it is to reach various segments ranging from luxury to economy. Guest loyalty is very important for hospitality companies since loyal guests are more profitable and less price sensitive. Strategic branding plays a critical role in order to maintain long term relationship with the guest. In this study, relevant literature about branding was reviewed. Strategies of Accor Hotel group were analyzed on ba...
BRAND POLICY INSTRUMENTS:CONTRIBUTIONS TO BRANDEQUITY

OpenAIRE

Roxana Dumitriu

2013-01-01

In this paper we attempted to establish the contributions of brand elements to the brand equity. Building brand equity is realized and is based on a series of visible elements, easy to recognize and to remember by the public. A name, a symbol, a slogan are just a part of the visible elements of the brand meaning. The brand elements are a shortcut of clients’ perception regarding the brand utility and brand image, suggesting some benefices of performance and competence. The brand elements that...
The effect of brand image on customer brand loyalty

OpenAIRE

ADONYEVA K.V.

2012-01-01

Since the world is a global marketing now it’s getting more difficult for the companies to compete. In order to win the leader position in the marketplace marketing specialists work out different kind of strategies to achieve long lasting success. One of the most significant among these strategies is customer loyalty toward the brand.The primary purpose of this article is to illustrate relationships between the brand image, customer satisfaction and customer loyalty, to summarize information ...
Expanding Brand Personality Congruence to Brand Personality Fit: The Importance of Customer Value Proposition as a Moderating Fit on Brand Performance

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Ardi Wirdamulia

2013-12-01

Full Text Available This research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand personality. Through a study covering 125 brands, the result demonstrates that the moderating fit between brand personality and the different level of customer value proposition positively affects brand performance. Price-quality relationship for attribute-based customer value, self-construal for consequences-based customer value and self-regulatory focus as goal-based customer value are used to test this moderating fit relationship. Other findings show that this moderating fit is strongest toward the brand cognitive performance. Finally, the result of this study suggests marketers to incorporate the brand personality design into their positioning statement so that the overall customer value proposition can be developed in a more integrated manner, leading to higher brand performance
Kepribadian Dan Komunikasi Susi Pudjiastuti Dalam Membentuk Personal Branding

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Stevani

2017-07-01

Full Text Available The life story of Susi Pudjiastuti is admired by many people for her hard work, until becoming successful by having so much company in the field of aviation and fisheries. Susi Pudjiastuti is also well known to the public for his work in the ministry. Good performance makes Susi Pudjiastuti popular among Jokowi's working cabinet. Currently, the Brand Name in humans is personal branding which is the trend of the formation of self-image and the creation of good perception from others to us. This research will discuss about personality, communication and personal branding Susi Pudjiastuti with qualitative research method. Good personality makes Susi Pudjiastuti has the ability to communicate well and liked by the community. Personality and communication can form a personal branding Susi Pudjiastuti a natural. By exposing the personality and communication of Susi Pudjiastuti in forming personal branding, then people will realize the importance of personality and Communication in forming a natural personal branding. Kisah hidup Susi Pudjiastuti banyak dikagumi oleh banyak orang atas kerja kerasnya hingga menjadi sukses dengan memiliki banyak perusahaan di bidang penerbangan dan perikanan. Susi Pudjiastuti juga dikenal baik oleh masyarakat akan kinerjanya dalam bekerja di kementerian. Kinerja yang baik menjadikan Susi Pudjiastuti popular diantara kabinet kerja Jokowi. Saat ini, Sebutan merek pada manusia adalah personal branding yang merupakan trend dari pembentukan pencitraan diri dan penciptaan persepsi yang baik dari orang lain kepada kita. Penelitian ini akan membahas mengenai kepribadian, komunikasi serta personal branding Susi Pudjiastuti dengan metode penelitian kualitatif. Kepribadian yang baik menjadikan Susi Pudjiastuti memiliki kemampuan berkomunikasi dengan baik dan disenangi oleh masyarakat. Kepribadian dan komunikasi tersebut dapat membentuk personal branding Susi Pudjiastuti yang alami. Dengan memaparkan kepribadian dan komunikasi Susi
The Impact of Brands on Consumer Buying Behavior: An Empirical Study On Smartphone Buyers

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Ulas Akkucuk

2016-10-01

Full Text Available The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey.
Analisis Brand Equity dan Customer Loyality Celebrity Fitness Cabang Mall Puri Indah Jakarta Barat

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Robertus Tang Herman

2010-05-01

Full Text Available This study aims to determine the condition of the elements of brand equity Celebrity Fitness, namely knowing the brand awareness, brand association is formed, to know how the perception of performance and the interests of the brand, how consumers' brand loyalty, and what attributes of service quality a priority for improved performance to can meet consumers' desire to achieve satisfaction. The method used is descriptive method with the sampling technique using probability sampling (simple random sampling, with regional research area in West Jakarta. The results of this study indicate that the overall brand equity of the company is good enough to position the brand awareness top of mind, the brand associations that are formed from Celebrity Fitness is where fitness is comfortable and fun and has a diverse and interesting program, another association was formed team aggressive promotion. Performance level of perceived quality is also good enough. To Brand loyalty are in poor condition because of the high percentage of switchers. Overall customer satisfaction levels are good enough just need a little improvement in the performance of staff. The implication of this research is PT Exertainment should improve the performance of some quality attributes are prioritized so that the loyalty of the members has also increased.
BRANDING PROCESS - FUNDAMENTAL PROCESS IN THE TEXTI LE INDUSTRY ORGANIZATIONS

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PURCAREA Anca Alexandra

2014-05-01

Full Text Available More companies in textile industry organizations understand that in making a decision a key factor is the performance of organizational processes. Products are becoming more numerous and increasingly resemble each other.In this conditions the brand can make the difference in a highly competitive market. Both academic specialists and professionals believes that the brand has become an intangible capital of a company which ensures its long-term profitability. In a globalized economy brand break the barriers of space enabling the company to have a great vision, far beyond its reach. Methodology was based on a bibliographical research. The research has identified the major role that brands can play both for customers and manufacturers in the textile Industry organizations. In conclusion literature and experience has shown that large companies both brands operating in B2B markets and the B2C markets, have an increasingly higher for long-term competitive advantage.
A comparative study on zinc fertilizer brands available in the markets of Jessore region

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GMM Islam

2017-12-01

Full Text Available A study was conducted in Monirampur upazila under Jessore district from July to December, 2016 to collect information on names, numbers and comparative availability of different brands of Zinc fertilizers in order to aid the assessment of nutrient status for quality of the brands. For this purpose, information was collected from 54 randomly selected fertilizer shops (20 BCIC fertilizer dealers and 34 retailers through questionnaire interview. In the study total 77 brands [41 Zinc sulfate (mono, 11 Zinc sulfate (hepta and 25 Chelated zinc] of zinc fertilizer marketed by 49 companies were found in the upazila. Zingsul, Mim zinc, Grogin, Bumper mono zinc, Eon zinc and Geel mono of Zinc sulfate (mono brands, Topaz of Zinc sulfate (hepta brands and Mim zinc gold of Chelated zinc brands were mostly available. “Grogin” of Zinc sulfate (mono and “Topaz” of Zinc sulfate (hepta were the top most available. Ten percent of Zinc sulfate (hepta mentioned no registration number. There was a significant difference between highest and lowest MRP of all types (imported, supplied and manufactured of Zinc sulfate (mono and Zinc sulfate (hepta fertilizer as well as imported Chelated zinc brands.
Nation branding: The analysis of Serbia's brand identity

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Novčić Branka

2015-01-01

Full Text Available In less than a century, Serbia has changed its name several times and was part of a number of states. As a result of turbulent political and social past, the newly formed Republic of Serbia and its nation began the process of finding the nation's identity. Like other former Yugoslav countries, Serbia was faced with challenges of nation positioning, and a need to improve its image and reputation. In addition to the significantly deteriorated image, Serbia encountered perhaps a bigger problem internally - a vague, inconsistent and somewhat confused perception of Serbia's identity seen through the eyes of its nation. The aim of this paper is to gain insight into the current position of Serbia, since it has a chance for rebirth as well as separation from the legacy of the past times through the implementation of the nation branding concept. This paper deals with the understanding and analysis of nation brand identity as the starting point for Serbia brand development. Internal and external online research was conducted to determine the current perception of nation brand identity. The external survey examined the attitudes and opinions of the most important external stakeholders of Serbia, members of the business class in Italy, Austria and Slovenia. On the other hand, the internal part of the study focused on responses from members of the Serbian nation. The research was conducted over a period of three and a half years, in four countries with a total of 4,656 responses collected. By means of descriptive statistics the perception of the following brand identity elements was examined: brand personality, character, symbols, name, slogan and culture. The results indicated the existence of peculiarities in the perception of brand identity elements which can be seen in three aspects: perception discrepancy, matching perception and lack of knowledge. The greatest contribution of the paper is reflected in the fact that an insight into organized knowledge
An Analysis of the Social Media Presence of the Brands

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OTILIA-ELENA PLATON

2014-05-01

Full Text Available Brands need to be close to consumers. The pursuing of this objective convinced an increasing number of companies to start using social media tools, such as social networks or blogs, in order to communicate with a great number of consumers. Hence, social media is rapidly turning into an important part of the brand communication strategy. The power of social media marketing can help the companies to create brand awareness and also to enhance the consumers’ engagement with a brand. Nowadays people seem to enjoy being part of an online brand community. Building a strong social media presence is an efficient way to generate high visibility for the brand. But the companies looking to reach greater exposure for their brand have to vie with dozens of other brands that seek to gain the same consumers’ attention. This is why the authenticity and the credibility are essential aspects that increase the chances of success. Based on the investigation of secondary data sources, this paper aims to analyze the social media presence of some of the most successful brands in Romania. Looking at some examples of social media marketing campaigns, this paper will outline the importance and the impact of such practices for the long-lasting customer relationship and the brand image.
Consumer Perceived Value Analysis of New & Incumbent Brands of Gudang Garam & Sampoerna

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Reza Ashari Nasution

2012-01-01

Full Text Available Gudang Garam and Sampoerna are the biggest cigarette companies in Indonesia. Both ofthem haveboth incumbent and new brands. Gudang Garam has Surya 16 as its incumbentbrand and just released Surya Slim as its new brand, while Sampoerna has A Mild as itsincumbent brand and introduced Avolution as its new brand. The companies pursued differentapproaches in introducing the new brands.Print ads are the main source of information abouttheir strategy. It conveys messages about value to be offfered to the market. Analysis of visualand text or copy elements of the ads are analyzed and mapped into the Consumer PerceivedValue (CPV framework from Sweeney & Soutar. The framework is divided into fourdimensions: emotional, social, quality and value for money. Qualitative analysis shows howthe two companies introduced their new brands and its relation to the incumbent brands.Keywords:brand, innovation, consumer perceived value, advertising, cigarette industry
BRAND MANAGEMENT AT GENERAL MOTOR’S EUROPE

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Liliana Adela ZIMA

2013-06-01

Full Text Available Brand is a trustworthy, relevant, and distinctive promise to the consumer. The Brand Manager must understand that he is responsible for the building of long term brand equity and he must keep the brand from both a Strategic and Tactical standpoint.The strategy of Adam Opel AG is focused on brand equity because it is important to add value for customer from products and services. The total sum of all the benefits, features, and associations, both functional and non-functional that make a brand competitive and distinctive in its market is the process of Brand Positioning. I made a study at Adam Opel AG in particularly at European Business In this study are observed the main tasks and responsibilities of each member of the team. The European Business Team has a lot of influence over the company which is a Marketing lead company. Brand Management is the management of the marketing value chain to consistently build brand equity, market share and profitability. In present, it is shifting our focus to brands, which include all the five “P”s of marketing: Product, Price, Place, Promotion and People. Our vehicles will always be a critical factor to our success. We are simply going to enhance our market potential by building on our brands at both the umbrella and vehicle line levels.
Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service (33-45

Directory of Open Access Journals (Sweden)

Sri Vandayuli Riorini

2016-06-01

Full Text Available The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies, in which customers increasingly have a relationship, trust, identification, involvement, and commitment to the brand Commercial Bank will increasingly have the intention to buy the brand, reference brand they use positively, and give contradictory references the back of a competing brand to others or called with Brand evangelism. Furthermore, it is known that the most dominant factor influencing Brand evangelism is a Brand commitment. Further research is recommended to investigate the influence of Brand relationship with all of its dimensions, namely Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism with its entire dimension (Positive brand referrals, Brand purchase intention, and Oppositional brand referrals. Furthermore, it also is advisable to do research for brands other services, such as hotels and restaurants. Keywords: country image,Brand relationship,Brand trust,Brand identification,Brand involvement,Brand commitment,Brand Evangelism
ACTUAL PROBLEMS OF THE ESTIMATION OF COMPETITIVENESS OF THE BRAND

Directory of Open Access Journals (Sweden)

Sevostyanova O. G.

2016-03-01

Full Text Available The increase in a share of brand sales in the market predetermines the big spectrum of application of estimated cost of a brand as major of company actives. In article advantages and lacks of private techniques of estimation of cost of brand Interbrand and V-RATIO are analyzed. It is shown, that definition of cost characteristics of a brand is a valuable source of the information at strategic management of the company, hence, the major making competitiveness of trade enterprise.
The Relationships Among Brand Experience, Brand Resonance and Brand Loyalty in Experiential Marketing: Evidence from Smart phone in Taiwan

Directory of Open Access Journals (Sweden)

Shieh Hwai-Shuh

2017-04-01

Full Text Available Aim/purpose - The study aims to understand the contribution of the experiential events how to influence the brand loyalty while the consumer synchronized with brand under the brand resonance. Design/methodology/approach - The study combines Schmitt's five distinct experience 'modules' with the SEM method to explore the relationship among these five experience dimensions and brand experience, and applies the Keller's CBBE model to explore whether the experiential events that consumer participated could help the company build brand resonance through the brand experience delivering in the event. The study applies convenient sampling method and collects data through online questionnaire platform from April 12 to April 26, 2015. Deleting invalid or incomplete questionnaires, the study gets 204 valid samples from the total 229 respondents. Findings - The findings indicate that these five strategic experiences dimensions are positively related to the brand experience; the positive relationships among brand experience, brand resonance, and brand loyalty also exist. Research implications/limitations - The results of the study have some strategic implications for marketing practice. The findings point out that event marketing could be considered as an effective tool to enlarge customer base and to build brand loyalty. In the real world, the more event marketing adopts; the stronger brand experience is and the higher the effect on brand loyalty will be. Nevertheless, the study cannot provide specific constructive suggestion: how to design events to stimulate and create a strong, memorable brand experience. Originality/value/contribution - Few studies examine the effect of each brand experience dimensions on brand relationship, and this study fills this gap.
A study of promotional advertisements of drugs in a medical journal: an ethics perspective.

Science.gov (United States)

Nath, Sarmila; Bhowmick, Subhrojyoti; Dutta, Trayambak; Chowrasia, V R; Bhattacharya, Shipra; Chatterjee, R N; Sarkar, Manjula; Ram, A K; Mukherjee, P K

2014-01-01

The study assessed 54 advertisements of 145 different drugs, published over one year (from December 2011 to November 2012) in an Indian medical journal, circulated widely mainly among general practitioners (GPs). The ethical guidelines of the World Health Organization (WHO) and Organisation of Pharmaceutical Producers of India (OPPI) for medicinal drug promotion were applied. The brand name was mentioned in all advertisements (100% compliance both with the WHO and OPPI criteria) and the names of the active ingredients were also mentioned in 128 (90.14%) advertisements. However, major adverse drug reactions were mentioned in only two advertisements (1.37%); precautions, contraindications and warnings in only two (1.37%); and major interactions in only one (0.68%). Only three advertisements (2.06%) were well substantiated with references. To ensure the ethical promotionof drugs among GPs, journals must introduce compulsory review and appraisal of promotional advertisements by a dedicated review board, including at least one member trained in pharmacology and one representative from the medical division of a pharmaceutical company.

Corporate brand extensions based on the purchase likelihood: governance implications

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Spyridon Goumas

2018-03-01

Full Text Available This paper is examining the purchase likelihood of hypothetical service brand extensions from product companies focusing on consumer electronics based on sector categorization and perceptions of fit between the existing product category and image of the company. Prior research has recognized that levels of brand knowledge eases the transference of associations and affect to the new products. Similarity to the existing products of the parent company and perceived image also influence the success of brand extensions. However, sector categorization may interfere with this relationship. The purpose of this study is to examine Greek consumers’ attitudes towards hypothetical brand extensions, and how these are affected by consumers’ existing knowledge about the brand, sector categorization and perceptions of image and category fit of cross-sector extensions. This aim is examined in the context of technological categories, where less-known companies exhibited significance in purchase likelihood, and contradictory with the existing literature, service companies did not perform as positively as expected. Additional insights to the existing literature about sector categorization are provided. The effect of both image and category fit is also examined and predictions regarding the effect of each are made.
BRAND COMMUNICATION ON SOCIAL NETWORKS

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Otilia-Elena PLATON

2015-07-01

Full Text Available The communication represents a basic element for the marketing activity that helps companies to achieve their objectives. Building long-term relationships between brands and consumers is one of the most important objectives pursued by marketers. This involves brand communication and creating multiple connections with consumers, even in the online environment. From this point of view, social networks proved to be an effective way of linking brands and consumers online. This paper aims to present some aspects involved by the usage of social networks in brand communication by analyzing several examples of online marketing campaigns implemented on Facebook on the occasion of Valentine's Day by six different brands.
What's in a label? Ecstasy sellers' perceptions of pill brands.

Science.gov (United States)

Duterte, Micheline; Jacinto, Camille; Sales, Paloma; Murphy, Sheigla

2009-03-01

This article presents selected findings from a qualitative study of Ecstasy sellers and their sales practices, knowledge of distribution networks, buyer-seller relationships, and self-reported drug use. In-depth interviews were conducted with 80 men and women who had sold five or more hits of Ecstasy five or more times in the six months prior to the interview. Study participants described their perceptions of the various types of Ecstasy they had distributed or used themselves. The participants had experience with a variety of Ecstasy labels, from the popular "Blue Dolphin" tablets to the powdered form called "Molly." We tracked pill brand mentions on Ecstasy-related websites to compare with interviewees' descriptions of Ecstasy brands. This study examines Ecstasy sellers' ideas about the role of brand names in Ecstasy markets and their relationship to their beliefs about different types of Ecstasy's purity and quality. We demonstrate that considering Ecstasy branding increases our understanding of buyer and seller relationships.
IMPACTS OF OWN BRANDS STRATEGY ON MANUFACTURER – RETAILER RELATIONSHIP: CASE STUDIES IN LARGE SIZE COMPANIES

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Renato Telles

2012-05-01

Full Text Available The study of marketing and production strategy of own brand products requires an understanding of both the benefits gained by retailers and manufacturers involved in this activity and also the effects of this strategy on the relationship between these companies. According to this idea, a qualitative and descriptive work was conducted, based on six case studies, three of them on large product manufacturers and three on large retailers. The aim of this study is defined is threefold: (1 to analyze the expectations of manufacturers and retailers with their own brands’ current operations, (2 to analyze the expectations of manufacturers and retailers with their own brands’ future operations, and (3 to analyze the influence of the own brands adoption on the relationship between manufacturers and retailers. The results indicate that (a current operations are primarily based on economic reasons (market share, and use of spare capacity, (b future operations are perceived from a marketing perspective (survival, and (c the adoption of own brand strategy does not harm the relationship between the parties – both manufacturers and retailers –, unlike the earlier studies indicated.
Investigating the service brand: A customer value perspective

Directory of Open Access Journals (Sweden)

Leyla Heydari

2014-04-01

Full Text Available This paper examines the effect of the service brand on the customer value–loyalty process. The study includes the traditional effect of brand image plus three additional influences, which reflects the broader service perspective including company image, employee trust, and company trust. Using survey data of a sample of 385 bank customers, the analysis indicates there is a direct influence of some of the perspectives of the brand on customers' perceptions of value. The results indicate that brand image, organization image, trust to firm influence positively on quality of services. In addition, brand image, organization image, quality of services and trust to firm influence on customer’s perspective where quality of services maintains the lowest impact and corporate image has the highest impact on customer’s perspective.
Teknologi Informasi Dalam Membentuk Atribut Brand Equity Suatu Produk

OpenAIRE

Damayanti, Kristiana Asih

2004-01-01

Product is known from its merk and Customer will choice and buy product which havegood and famous merk. For it, Company have to built good merk which can describe fromBrand Equity. Brand Equity has five atributes: Brand Assosiation, Brand Awareness,Perceived Quality, Brand Loyalty, and other atributes.This paper has a goal to make a model how Information Technology in built everyatributes of Brand Equity.
Brand Extension: a Case Study of Starbucks

OpenAIRE

Bokii, Artem

2017-01-01

The thesis investigates the topic of brand extension and its importance in the business practice of companies. The theoretical part of the research outlines the key theoretical aspects related to brand and brand extension. The practical part investigates the case study of Starbucks brand extension and compares it with other famous brand extension cases. The paper illustrates how Starbucks brand extension from coffee onto the ice cream market had been successful on the initial stage, and how i...
Brand equity in the Pakistani hotel industry

OpenAIRE

Ishaq, Muhammad Ishtiaq; Hussain, Nazia; Asim, Ali Ijaz; Cheema, Luqman J.

2014-01-01

Brand equity is considered as the most important aspect of branding, which is a set of brands' assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and service quality) in Pakistani hotel industry. Data was collected from 821 consumers who experienced the...
The Impacts of Perceived Advertising Spending and Price Promotions on Brand Equity: a Case of an Indonesian Instant Noodle Brand

OpenAIRE

Tamara, Steven

2014-01-01

One of Indonesia's largest producers of instant noodle has the long term vision to make its brand Indonesia's number one instant noodles brand. Heavy advertising and intense price promotions are part of its strategy to increase the brand equity. The researcher, therefore, wishes to examine whether advertising and price promotions that the company conducts contribute to the instant noodle brand equity. To test the impacts of perceived advertising spending and price promotions on brand equity...
Micro CHP: implications for energy companies

Energy Technology Data Exchange (ETDEWEB)

Harrison, Jeremy [EA Technology (United Kingdom); Kolin, Simon; Hestevik, Svein [Sigma Elektroteknisk A/S (Norway)

2000-08-01

This article explains how micro combined heat and power (CHP) technology may help UK energy businesses to maintain their customer base in the current climate of liberalisation and competition in the energy market The need for energy companies to adopt new technologies and adapt to changes in the current aggressive environment, the impact of privatisation, and the switching of energy suppliers by customers are discussed. Three potential routes to success for energy companies are identified, namely, price reductions, branding and affinity marketing, and added value services. Details are given of the implementation of schemes to encourage energy efficiency, the impact of the emissions targets set at Kyoto, the advantages of micro CHP generation, business opportunities for CHP, business threats from existing energy companies and others entering the field, and the commercial viability of micro CHP.
Marketing Communication dan Brand Awareness

OpenAIRE

Dominikus Tulasi

2012-01-01

The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions towards the brand—that is, trying it, repeat purchasing it and, ideally, becoming loyal towards the brand. Virtually, enhancing equity and affecting customer behavior depends on the effective use of all the marketing-mix elements. While, brand awareness relates to whether a brand name comes to mind when consumers think about a particular product category, and...
The Influence of Brand Management and Entpreneurship Motivation on Franchising Sales Performance Franchise Company in Manado

OpenAIRE

Kumaat, Anastasia Eilin

2015-01-01

Flow economy today many franchise systems leads to large company tends to choose a franchise system than opening a new branch. Franchising done to overcome internal resources by providing access to the franchisee. With this tangle franchising develops and evolves. This research aim to improve the quality of business relationship, because franchising is built on the concept of the brand first and the effectiveness of consumer demand. The method used in this research is quantitative data; Quant...
Creating the living brand.

Science.gov (United States)

Bendapudi, Neeli; Bendapudi, Venkat

2005-05-01

It's easy to conclude from the literature and the lore that top-notch customer service is the province of a few luxury companies and that any retailer outside that rarefied atmosphere is condemned to offer mediocre service at best. But even companies that position themselves for the mass market can provide outstanding customer-employee interactions and profit from them, if they train employees to reflect the brand's core values. The authors studied the convenience store industry in depth and focused on two that have developed a devoted following: QuikTrip (QT) and Wawa. Turnover rates at QT and Wawa are 14% and 22% respectively, much lower than the typical rate in retail. The authors found six principles that both firms embrace to create a strong culture of customer service. Know what you're looking for: A focus on candidates' intrinsic traits allows the companies to hire people who will naturally bring the right qualities to the job. Make the most of talent: In mass-market retail, talent is generally viewed as a commodity, but that outlook becomes a self-fulfilling prophesy. Create pride in the brand: Service quality depends directly on employees' attachment to the brand. Build community: Wawa and QT have made concerted efforts to build customer loyalty through a sense of community. Share the business context: Employees need a clear understanding of how their company operates and how it defines success. Satisfy the soul: To win an employee's passionate engagement, a company must meet his or her needs for security, esteem, and justice.
Consumer engagement in social networks brand community

OpenAIRE

Rybakovas, Paulius

2016-01-01

Consumers increasingly integrate social media into their day-to-day lives. For companies consumer engagement in a brand community on social network is becoming increasingly important for developing relations with consumers. Consumer engagement in a brand community on social network creates a dynamic relationship between the community members and the brand which contributes to an increase in consumer loyalty to the brand. The literature is abundant of studies, which examines the consumer engag...
Twelve years' experience with direct-to-consumer advertising of prescription drugs in Canada: a cautionary tale.

Directory of Open Access Journals (Sweden)

Barbara Mintzes

2009-05-01

Full Text Available Direct-to-consumer advertising (DTCA of prescription drugs is illegal in Canada as a health protection measure, but is permitted in the United States. However, in 2000, Canadian policy was changed to allow 'reminder' advertising of prescription drugs. This is a form of advertising that states the brand name without health claims. 'Reminder' advertising is prohibited in the US for drugs that have 'black box' warnings of serious risks. This study examines spending on DTCA in Canada from 1995 to 2006, 12 years spanning this policy shift. We ask how annual per capita spending compares to that in the US, and whether drugs with Canadian or US regulatory safety warnings are advertised to the Canadian public in reminder advertising.Prescription drug advertising spending data were extracted from a data set on health sector spending in Canada obtained from a market research company, TNS Media Inc. Spending was adjusted for inflation and compared with US spending. Inflation-adjusted spending on branded DTCA in Canada grew from under CAD$2 million per year before 1999 to over $22 million in 2006. The major growth was in broadcast advertising, accounting for 83% of spending in 2006. US annual per capita spending was on average 24 times Canadian levels. Celebrex (celecoxib, which has a US black box and was subject to three safety advisories in Canada, was the most heavily advertised drug on Canadian television in 2005 and 2006. Of 8 brands with >$500,000 spending, which together accounted for 59% of branded DTCA in all media, 6 were subject to Canadian safety advisories, and 4 had US black box warnings.Branded 'reminder' advertising has grown rapidly in Canada since 2000, mainly due to a growth in television advertising. Although DTCA spending per capita is much lower in Canada than in the US, there is no evidence of safer content or product choice; many heavily-advertised drugs in Canada have been subject to safety advisories. For governments searching for
Twelve years' experience with direct-to-consumer advertising of prescription drugs in Canada: a cautionary tale.

Science.gov (United States)

Mintzes, Barbara; Morgan, Steve; Wright, James M

2009-05-27

Direct-to-consumer advertising (DTCA) of prescription drugs is illegal in Canada as a health protection measure, but is permitted in the United States. However, in 2000, Canadian policy was changed to allow 'reminder' advertising of prescription drugs. This is a form of advertising that states the brand name without health claims. 'Reminder' advertising is prohibited in the US for drugs that have 'black box' warnings of serious risks. This study examines spending on DTCA in Canada from 1995 to 2006, 12 years spanning this policy shift. We ask how annual per capita spending compares to that in the US, and whether drugs with Canadian or US regulatory safety warnings are advertised to the Canadian public in reminder advertising. Prescription drug advertising spending data were extracted from a data set on health sector spending in Canada obtained from a market research company, TNS Media Inc. Spending was adjusted for inflation and compared with US spending. Inflation-adjusted spending on branded DTCA in Canada grew from under CAD$2 million per year before 1999 to over $22 million in 2006. The major growth was in broadcast advertising, accounting for 83% of spending in 2006. US annual per capita spending was on average 24 times Canadian levels. Celebrex (celecoxib), which has a US black box and was subject to three safety advisories in Canada, was the most heavily advertised drug on Canadian television in 2005 and 2006. Of 8 brands with >$500,000 spending, which together accounted for 59% of branded DTCA in all media, 6 were subject to Canadian safety advisories, and 4 had US black box warnings. Branded 'reminder' advertising has grown rapidly in Canada since 2000, mainly due to a growth in television advertising. Although DTCA spending per capita is much lower in Canada than in the US, there is no evidence of safer content or product choice; many heavily-advertised drugs in Canada have been subject to safety advisories. For governments searching for compromise
The Promotion of Drug Abuse- PO*

African Journals Online (AJOL)

1974-03-02

Mar 2, 1974 ... experience in modern marketing techniques could develop a promotional campaign to increase drug abuse. ... Drug abuse-identity ... conforms to the same social, intellectual and cultural ... The brand names should also be chosen carefu11y. ... In this market the mass media offer the greatest coverage.
Brand Relationships 2.0

DEFF Research Database (Denmark)

Ringberg, Torsten; Bjerregaard, Stine

Guided by a general curiosity towards consumers‟ responses to proactive relational branding, the study explores a fundamental paradox sofar disregarded in the brand relationship literature, namely the intersection between brands that facilitates deep and committed relationship with as well...... that consumers remain critical toward the Nike+ initiative as an emotional partner as well as a social interaction builder. This consumer resistance endures in spite of Nike fulfills the criteria for relationship building set forth in the literature....
Foreign Branding: Examining the Relationship between Language and International Brand Evaluations

Directory of Open Access Journals (Sweden)

Sergio Olavarrieta Soto

2009-12-01

Full Text Available In Latin-American markets, the choice of foreign brand names is very popular in a variety of product classes. We investigate this phenomenon extending LeClerc et al. (1989, 1994 original work on foreign branding effects in the context of a developing Latin American country, such as Chile. In this paper, we have used two foreign languages, French and English and a different home-country language– Spanish–, thus extending the original US-based study. In general, results are consistent with those of studies conducted by LeClerc et al. However, in the case of Chile, foreign branding, in particular English branding, generates better results across all product categories (hedonic, hybrid, and functional.
Systems constellations : A better way to identify branding opportunities?

NARCIS (Netherlands)

Jurg, W.; Bloemer, J.; Doorewaard, H.; Peelen, E.

2008-01-01

Building strong brands has become one of the main marketing priorities for brand-supportive companies. The leading positivist paradigm in marketing may not be, however, the most-effective perspective in identifying branding opportunities. This paper offers an alternative phenomenological point of

The effects of selected marketing mix activities on brand equity

OpenAIRE

Ng, Lee Chin

2004-01-01

Branding has never been more important than in a competitive environment. Branding is the process of creating an association between symbol / object / emotion / perception and a product / company with the goal of driving loyalty and creating differentiation. The importance of the concept of brand equity has been on the rise. The dimension of brand equity consists of (i) perceived quality, (ii) brand loyalty, (iii) brand awareness, (iv) brand associations and (iv) other proprietary brand asset...
Drug recall: An incubus for pharmaceutical companies and most serious drug recall of history.

Science.gov (United States)

Nagaich, Upendra; Sadhna, Divya

2015-01-01

There has been an increasing trend in the number of prescribed and over-the-counter drug recall over the last few years. The recall is usually due to company's discovery, customer's complaint or Food and Drug Administration (FDA) observation. The process of recall involves a planned specific course of action, which addresses the depth of recall, need for public warning, and the extent of effectiveness checks for the recall. The FDA review and/or recommend changes to the firm's recall strategy, as appropriate. The critical recall information list includes the identity of the product; summary of the failure; amount of product produced in the distribution chain and direct account. Product recalls clashes thousands of companies every year affecting: sales, testing customer relationships and disrupting supply chains. Drug recall is incubus for pharmaceutical companies. It effects the reputation of the company. The reason for the recall can be divided into two categories: manufacturing affined and safety/efficacy affined. It is essential to follow all the guidelines related to drug development and manufacturing procedure so as to minimize drug recall.
The Relationship Between Hotel Brand Personality And Customer Loyalty

OpenAIRE

Yasin, Bahar; Jamontaite, Kamile; Ahmedova, Saida; Akin, Mahmut Selami

2018-01-01

The purpose of this article is to explore the relationship between brand personality and customer loyalty in the five-star business hotel and propose an effective way for developing a remarkable hotel brand and improving its customer loyalty. The reason for choosing a particular hotel is that it is a member of a famous international hotel chain with a well-known brand name. According to the literature, business hotels usually have stronger brand names comparing to leisure hotels. Literature r...
Youth Alcohol Brand Consumption and Exposure to Brand Advertising in Magazines

Science.gov (United States)

Ross, Craig S; Ostroff, Joshua; Siegel, Michael B; DeJong, William; Naimi, Timothy S; Jernigan, David H

2014-01-01

Objective: Recently published research has identified the alcohol brands most frequently consumed by underage youth. The present study examines alcohol magazine advertising in 2011 to report age- and sex-specific exposure to advertisements for these brands in contrast with other magazine advertising brands less popular with youth. Method: We licensed magazine advertising occurrence data from Nielsen and magazine audience data from the research company GfK MRI (Growth from Knowledge, Mediamark Research & Intelligence) for national full-run editions for 2011. We contrasted per capita advertising exposure, considering different age- and sex-specific groups, for popular youth brands versus all other magazine brands. For each brand, we reported the age group receiving the highest level of per capita advertising exposure, as well as other age groups within 10% of that peak level. Results: Underage males ages 18–20 were the most heavily exposed age group for 11 of the top 25 brands they consumed and were within 10% of the most heavily exposed group for another 6 brands. Underage females ages 18–20 were most heavily exposed for 16 of the top 25 brands they consumed and were within 10% of the most heavily exposed group for another 2 brands. In contrast, those ages 18–20 were the most heavily exposed group for fewer than 10% of the remaining 308 magazine advertising brands for either sex. Conclusions: These findings suggest a relationship between advertising exposure and youth alcohol brand consumption. Current alcohol industry self-regulatory codes may not be sufficiently protective of youth. PMID:24988260
Youth alcohol brand consumption and exposure to brand advertising in magazines.

Science.gov (United States)

Ross, Craig S; Ostroff, Joshua; Siegel, Michael B; DeJong, William; Naimi, Timothy S; Jernigan, David H

2014-07-01

Recently published research has identified the alcohol brands most frequently consumed by underage youth. The present study examines alcohol magazine advertising in 2011 to report age- and sex-specific exposure to advertisements for these brands in contrast with other magazine advertising brands less popular with youth. We licensed magazine advertising occurrence data from Nielsen and magazine audience data from the research company GfK MRI (Growth from Knowledge, Mediamark Research & Intelligence) for national full-run editions for 2011. We contrasted per capita advertising exposure, considering different age- and sex-specific groups, for popular youth brands versus all other magazine brands. For each brand, we reported the age group receiving the highest level of per capita advertising exposure, as well as other age groups within 10% of that peak level. Underage males ages 18-20 were the most heavily exposed age group for 11 of the top 25 brands they consumed and were within 10% of the most heavily exposed group for another 6 brands. Underage females ages 18-20 were most heavily exposed for 16 of the top 25 brands they consumed and were within 10% of the most heavily exposed group for another 2 brands. In contrast, those ages 18-20 were the most heavily exposed group for fewer than 10% of the remaining 308 magazine advertising brands for either sex. These findings suggest a relationship between advertising exposure and youth alcohol brand consumption. Current alcohol industry self-regulatory codes may not be sufficiently protective of youth.
How Valuable is a Well-Crafted Design and Name Brand?

DEFF Research Database (Denmark)

Kristensen, Tore; Gabrielsen, Gorm; Zaichkowsky, Judith

2012-01-01

Preferences for similarly designed consumer products, evaluated blind and branded and also with and without prices, were tested in a consumer setting. The consumer's perceptual experience led to preference of the well-crafted high-priced option. This preference was enhanced by priming consumers w...... of choices using measures of inherent design acumen, prior experience, and purchasing behavior were largely unsuccessful.......Preferences for similarly designed consumer products, evaluated blind and branded and also with and without prices, were tested in a consumer setting. The consumer's perceptual experience led to preference of the well-crafted high-priced option. This preference was enhanced by priming consumers...
Curing the disobedient patient: medication adherence programs as pharmaceutical marketing tools.

Science.gov (United States)

Lamkin, Matt; Elliott, Carl

2014-01-01

Pharmaceutical companies have long focused their marketing strategies on getting doctors to write more prescriptions. But they lose billions in potential sales when patients do not take their prescribed drugs. Getting patients to "adhere" to drug therapies that have unpleasant side effects and questionable efficacy requires more than mere ad campaigns urging patients to talk to their doctors. It requires changing patients' beliefs and attitudes about their medications through repeated contact from people patients trust. Since patients do not trust drug companies, these companies are delivering their marketing messages through nurses, pharmacists, and even other patients--leveraging patients' trust in these intermediaries to persuade them to consume more brand name drugs. Armed with the premise that better adherence improves patients' health, drug companies justify manipulating patients by reframing reasonable decisions to decline therapy as pathological, and promote brand loyalty in the guise of offering medical care. © 2014 American Society of Law, Medicine & Ethics, Inc.
E-BRANDING AS A KIND OF MARKETING COMMUNICATIONS

Directory of Open Access Journals (Sweden)

Klyuyeva Elizaveta

2015-10-01

Full Text Available In this article the value of e-branding in modern marketing activities of companies was shown. The Internet position of brand, which is the one of the main facilities of improving competitiveness in global competition, was proved. The basic characteristics and features of e-branding were marked. The main advantages and facilities of brand promotion through the Internet-network, were described.
Naming as Strategic Communication

DEFF Research Database (Denmark)

Schmeltz, Line; Kjeldsen, Anna Karina

2016-01-01

This article presents a framework for understanding corporate name change as strategic communication. From a corporate branding perspective, the choice of a new name can be seen as a wish to stand out from a group of similar organizations. Conversely, from an institutional perspective, name change...
Storytelling marketing and its impact on developing company brand identity, case company Zara

OpenAIRE

Vu, Thuy; Medina, Siiri

2014-01-01

With the growth of economics and technology, consumers nowadays are overwhelmed by vast amount of choices when choosing a product or service. Thence, your small advancement might make a meaningful change because it is now the era of brand with persuasive and smart communication. It is not only about the quality and price of the product, but also about the brand being able to deliver a significant message to the target groups and distinguishing from the others. This research reviews the po...
DEVELOPING A BRAND MANTRA; CASE SIAM SAFARI

OpenAIRE

Sjöroos, Fia

2016-01-01

The purpose of this project is to point out the attributes and importance of a brand mantra. The objective of this project was to demonstrate the creation of a brand man-tra that ultimately the case company can benefit from. To get to this, this thesis co-vers the basics of marketing needed to understand the subject of brand mantra, which aspects to consider when creating a brand mantra and why would it be beneficial to take in use. In addition, this thesis represents the actual brand mantra ...
Does the Change in the Company's Name Affect the Share Price? The Case Study of the Polish Capital Market

Directory of Open Access Journals (Sweden)

Roman Asyngier

2018-05-01

Full Text Available Aim/purpose - The paper was aimed to find out if abnormal returns occur before and after changes in the names of companies listed on the Warsaw Stock Exchange. Design/methodology/approach - Due to the fact that this was an early stage of the research, an appropriate methodology was used in the research which took into account indexes of relative force of quotations of some selected companies in relation to the wide Warsaw Stock Exchange WIG index. Findings - The research findings proved the existence of positive abnormal returns before the name changes and negative trends after the name changes in companies in the long term. Comparing the average volume of share trading before and after the name changes in companies, no positive effect was noticed in this scope. Research implications/limitations - The clear and unambiguous results appear to be significant for investors while taking investment decisions. Therefore, the conclusions from the findings of the pilot research need to be confirmed and verified in further studies on the problem, with the use of a more advanced methods. Originality/value/contribution - The paper represents one of the few empirical studies on the impact of the name changes of listed companies on the share prices in relation to the emerging markets, and the first ones concerning the Polish share market. The findings of the study may give grounds to discuss and identify practical causes of market behaviors as a result of changes in companies' names.(original abstract
Drugs offshore: companies stepping up fight against hidden adversary

Energy Technology Data Exchange (ETDEWEB)

Redden, J.

1986-01-01

Oil companies worldwide are effectively fighting a growing nemesis, drug and alcohol abuse on offshore installations. It is estimated that companies are losing millions of dollars in lost productivity, accidents, and thefts caused by on-the-job use of illegal drugs. Some of the measures being employed to combat the use of such drugs, e.g., tight control, better communications, diversions for employees, and the use of sniffer dogs, are discussed.
Consumer Learning and Brand Equity

NARCIS (Netherlands)

S.M.J. van Osselaer (Stijn); J.W. Alba (Joseph)

2000-01-01

textabstractA series of experiments illustrates a learning process that enhances brand equity at the expense of quality-determining attributes. When the relationship between brand name and product quality is learned prior to the relationship between product attributes and quality, inhibition of the
Measuring the Impact of Brand Equity on Company Performance: A Study on the Mobile Phone Brands in The Klang Valley, Malaysia

OpenAIRE

Hong, Amelia Woon Ai

2007-01-01

Building and managing brand equity is emphasised in many consumer goods industry to ensure their success. The key to this success is understanding brand equity and managing it to achieve good financial results. Among the many methods of examining brand equity, this study chose the customer-based brand equity method conceptualised by Aaker (1991) and tested by Yoo and Donthu (2001). The aim of this study is to examine the dimensions of brand equity which are brand awareness, brand loyalty, per...
21 CFR 299.4 - Established names for drugs.

Science.gov (United States)

2010-04-01

... organization sponsored by the American Medical Association, the United States Pharmacopeia, and the American...,” published in USAN and the USP Dictionary of Drug Names (USAN 1985 ed., 1961-1984 cumulative list), which is... proposed in the application that meets the above-cited guidelines. Prior use of a name in the medical...
Analýza důvěryhodnosti ţebříčků Brand Finance a Inter Brand na příkladu ocenění ochranné známky L´Oréal Paris

OpenAIRE

Nejezchlebová, Tereza

2014-01-01

The main topic of the diploma thesis is the comparison of the evaluation of brand L'Oréal Paris owned by L'Oréal company by the financial evaluation approaches versus rankings publicised by Brand Finance and Inter Brand representing global consultant companies. The goal is to analyze the credibility of Brand Finance and Inter Brand rankings as the examples of companies which publicize global brand rankings. The comparison is done on the specific evaluation of L'Oréal Paris trademark. The pote...
'Government Patent Use': A Legal Approach To Reducing Drug Spending.

Science.gov (United States)

Kapczynski, Amy; Kesselheim, Aaron S

2016-05-01

The high cost of patent-protected brand-name drugs can strain budgets and curb the widespread use of new medicines. An example is the case of direct-acting antiviral drugs for the treatment of hepatitis C. While prices for these drugs have come down in recent months, they still create barriers to treatment. Additionally, prescribing restrictions imposed by insurers put patients at increased risk of medical complications and contribute to transmission of the hepatitis C virus. We propose that the federal government invoke its power under an existing "government patent use" law to reduce excessive prices for important patent-protected medicines. Using this law would permit the government to procure generic versions of patented drugs and in exchange pay the patent-holding companies reasonable royalties to compensate them for research and development. This would allow patients in federal programs, and perhaps beyond, to be treated with inexpensive generic medicines according to clinical need-meaning that many more patients could be reached for no more, and perhaps far less, money than is currently spent. Another benefit would be a reduction in the opportunity for companies to extract monopoly profits that far exceed their risk-adjusted costs of research and development. Project HOPE—The People-to-People Health Foundation, Inc.
The Australian experience following plain packaging: the impact on tobacco branding.

Science.gov (United States)

Greenland, Steven J

2016-12-01

Brands are critical to tobacco marketing. Industry stakeholders predicted that plain packaging, by removing key tangible branding dimensions, would restrict new products and brand differentiation. However, manufacturers respond innovatively to limit regulatory impact. This study investigates brand strategy following plain packaging's introduction to Australia. Brand portfolios were determined using 2006-15 tobacco ingredient reports. These detail the brand and variant names sold and are provided annually as part of a voluntary agreement between the Australian Government and leading manufacturers. Post-plain packaging brand ranges were verified using retail price lists and a supermarket retail audit using a method used previously to verify a period of pre-plain packaging data. The verification process identified some data inaccuracies from one manufacturer which resulted in the issuing of corrected data. After plain packaging the leading manufacturers continued with extensive brand ranges differentiated by price. All launched new products. While total brand numbers fell from 29 to 24, the mean number of variants for the leading 12 brands grew from 8.9 to 9.7. Substantial variant name modifications occurred with 50 new or modified names in 2012-13. Among leading brands, the incidence of variant colour names increased from 49.5 to 79.3%. New brands and variants were not inhibited by the introduction of plain packaging in Australia. After plain packaging, leading brand variant numbers expanded by 9 to 116 and colour variant names increased by 73.6% and became the norm-lighter colours (blue, gold and silver) dominated, perpetuating notions of less harmful cigarettes. [Correction added on 09 September 2016, after first online publication: The figures in the last sentence of the Abstract are now corrected from 'expanded by 116' to 'expanded by 9 to 116'.]. © 2016 Society for the Study of Addiction.
Building online brand perceptual map.

Science.gov (United States)

Chiang, I-Ping; Lin, Chih-Ying; Wang, Kaisheng M

2008-10-01

Many companies have launched their products or services online as a new business focus, but only a few of them have survived the competition and made profits. The most important key to an online business's success is to create "brand value" for the customers. Although the concept of online brand has been discussed in previous studies, there is no empirical study on the measurement of online branding. As Web 2.0 emerges to be critical to online branding, the purpose of this study was to measure Taiwan's major Web sites with a number of personality traits to build a perceptual map for online brands. A pretest identified 10 most representative online brand perceptions. The results of the correspondence analysis showed five groups in the perceptual map. This study provided a practical view of the associations and similarities among online brands for potential alliance or branding strategies. The findings also suggested that brand perceptions can be used with identified consumer needs and behaviors to better position online services. The brand perception map in the study also contributed to a better understanding of the online brands in Taiwan.

Communicating a Renewed Brand Identity

OpenAIRE

Marttila, Oona

2017-01-01

This thesis aims to help the commissioning company in finding a suitable approach to efficiently communicate the renewed brand identity of the company. Theories applied to this research include rebranding, segmentation, as well as theories on customer relationships, service encounters and online marketing. This is complemented by the identification of the company potential through SWOT analysis as well as identifying differentiating factors within the company, in order to gain competitive adv...
New drugs from old.

Science.gov (United States)

2006-10-01

The NHS spends over pound10 billion each year on medicines. The use of generic (patent-expired) medicines rather than branded equivalents has a key role in containing this expenditure and ensuring best value for money. On average, 4 years after the patent of a branded medicine has expired in the UK, generic equivalents will account for around half of the drug's market and cost about a quarter as much as the original brand. This represents a potentially large loss of income and, therefore, a major concern for companies that market branded products. Consequently, many use a long-term strategy known as 'lifecycle management' to minimise loss and to maximise returns from such products. This encompasses prioritising products for development, forming strategic alliances with other companies to share resourses, and utilising legal processes to protect products. One part of this strategy is the development and intensive marketing of new formulations or derivatives of existing medicines nearing the end of their patent life. Here we highlight some key examples of the impact the marketing of such products can have on patients, prescribers and the NHS.
AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY

Directory of Open Access Journals (Sweden)

Ioan MOISESCU

2007-01-01

Full Text Available The competitive potential of any company is significantly influenced by the brands held in the company’s portfolio. Brands are definitely valuable marketing assets. As the brand is a central element of any marketing strategy it is essential to be aware of the descriptive dimensions of its equity. This paper tries to outline these dimensions as follows: brand loyalty, brand awareness, brand perceived quality, brand personality, brand image, brand identity and brand associations, as analyzed in the specialized literature. Identifying and comparing different approaches regarding each brand equity dimension and revealing interdependencies between these dimensions, focusing on the importance of scientifically determining their role in generating a long-term increase in marketing efforts efficiency, are among the main objectives of this paper.
Brand Revitalization: Penciptaan Brand Image Produk Green Sands Bebas Alkohol melalui Marketing Communication (Advertising dan Public Relation pada PT Multi Bintang Indonesia Tb

Directory of Open Access Journals (Sweden)

Cooky Tri Adhikara

2011-05-01

Full Text Available PT Multi Bintang Indonesia is a beverages production company, and one of its products are Green Sands. In early 2002, Green Sands revitalize to Green Sands Alcohol-Free and communicated through several promotional tools, including advertising and public relations. This study examines what brand image embedded on the consumers, and what is the level of influence of advertising and public relations toward the creation of brand image of products Green Sands Alcohol-Free. The research methods used in this study is test Cochran, multiple regression, and cobwebs. The result, brand image that is embedded in consumer brand is cool and trendy and unique and refreshing taste. Advertising and public relations by creating a brand image is only 7.2%, the rest from other factors. Brand image is embedded in the customers had not yet reached the desired scale of the company.
Innovation strategies for generic drug companies: moving into supergenerics.

Science.gov (United States)

Ross, Malcolm S F

2010-04-01

Pharmaceutical companies that market generic products generally are not regarded as innovators, but rather as companies that produce copies of originator products to be launched at patent expiration. However, many generics companies have developed excellent scientific innovative skills in an effort to circumvent the defense patents of originator companies. More patents per product, in terms of both drug substances (process patents and polymorph patents) and formulations, are issued to generics companies than to companies that are traditionally considered to be 'innovators'. This quantity of issued patents highlights the technical knowledge and skill sets that are available in generics companies. In order to adopt a completely innovative model (ie, the development of NCEs), a generics company would require a completely new set of skills in several fields, including a sufficient knowledge base, project and risk management experience, and capability for clinical data evaluation. However, with relatively little investment, generics companies should be able to progress into the so-called 'supergeneric' drug space - an area of innovation that reflects the existing competencies of both innovative and generics companies.
Branding trends in Asian markets

NARCIS (Netherlands)

Bakker, Diederich; Segers, Rien

This chapter examines current branding trends in significant Asian markets, namely Japan, South Korea, and India, with a special focus on one emerging branding nation, China. No generalizations towards the whole of Asia can be drawn from this research. However, research identified some aspects in
Brand Preference Between Apple And Samsung Smartphone In Manado

OpenAIRE

Goni, Windy

2013-01-01

Branding is increasingly being used as a strategy for managing markets plays a very vital role in consumer buying decision. It has already proven that brands are are the companys most important asset. The objective of this study is to provide the information about the brand preference of smartphone in Manado and to reveal which brand that become brand preference in Manado. This research uses two important indicators that are brand equity and brand image. The method that is used in this re...
Drug companies monitor prescriptions and sales to fine-tune their marketing strategies.

Science.gov (United States)

2010-06-01

Market research companies analyse drug prescriptions and sales in community and hospital pharmacies, thus enabling drug companies to refine their marketing strategies. Some information of interest to drug companies is provided directly by healthcare professionals, sometimes unwittingly, and sometimes in return for small "favours".
Drug plan design incentives among Medicare prescription drug plans.

Science.gov (United States)

Huskamp, Haiden A; Keating, Nancy L; Dalton, Jesse B; Chernew, Michael E; Newhouse, Joseph P

2014-07-01

Medicare Advantage prescription drug plans (MA-PDs) and standalone prescription drug plans (PDPs) face different incentives for plan design resulting from the scope of covered benefits (only outpatient drugs for PDPs versus all drug and nondrug services for Medicare Advantage [MA]/MA-PDs). The objective is to begin to explore how MA-PDs and PDPs may be responding to their different incentives related to benefit design. We compared 2012 PDP and MA-PD average formulary coverage, prior authorization (PA) or step therapy use, and copayment requirements for drugs in 6 classes used commonly among Medicare beneficiaries. We primarily used 2012 Prescription Drug Plan Formulary and Pharmacy Network Files and MA enrollment data. 2011 Truven Health MarketScan claims were used to estimate drug prices and to compute drug market share. Average coverage and PA/step rates, and average copayment requirements, were weighted by plan enrollment and drug market share. MA-PDs are generally more likely to cover and less likely to require PA/step for brand name drugs with generic alternatives than PDPs, and MA-PDs often have lower copayment requirements for these drugs. For brands without generics, we generally found no differences in average rates of coverage or PA/step, but MA-PDs were more likely to cover all brands without generics in a class. We found modest, confirmatory evidence suggesting that PDPs and MA-PDs respond to different incentives for plan design. Future research is needed to understand the factors that influence Medicare drug plan design decisions.
Hubungan antara Emotional Branding dengan Loyalitas Merek pada Konsumen Kartu Seluler XL

OpenAIRE

Mirza, Mirza; Febrina, Anglina

2016-01-01

Brand loyalty has become essential to the life of a company that every telecommunications company in Indonesia are trying to create a variety of innovations in order to always excel in the market. However, to become the number one provider in the market needed workable marketing strategy is to create a brand that can connect with the emotions of consumers so as to create consumer brand loyalty. The purpose of this study was to investigate the relationship between emotional branding on consume...
Corporate rebranding processes in small companies:a multiple case study from the B2B software industry

OpenAIRE

Juntunen, M. (Mari)

2011-01-01

Abstract The purpose of the present study is to build a theoretically based and empirically grounded framework that enables a better understanding of corporate rebranding processes among small companies. Corporate rebranding is addressed from a visual viewpoint concentrating on changes to corporate name and logo. The theoretical background is based on corporate branding, corporate rebranding and organisational change literature. The research setting is small software companies that op...
By Disobedience to Success: When Brand Value should be Measured in a Different Way than how the Theory Recommends

Directory of Open Access Journals (Sweden)

Kliestikova Jana

2017-12-01

Full Text Available Brand value building and managing is an interdisciplinary issue with serious impact on company's effective market performance. Knowing this, more and more companies try to extract the competitive advantage of a valuable brand. But there are a lot of practical restrictions that result from universal application of formulated theory without respecting national specifics and which often lead to company's activities in scope of branding and brand value measuring not being successful. This is the reason for scepticism towards the implementation of brand management activities, especially in former socialistic countries where the tradition of brand is not so developed due to the long-term application of principles of planned economy. So, the undesirable spiral mechanism is evident – domestic companies apply inconvenient methods of branding and brand value evaluation – brand value decreases – companies rather do not build and manage theirs brands – brands lose their competitive potential in comparison with foreign competitors and the market deforms – only strong foreign brands applying their national branding mechanisms survive – the impression of the so called ‘good practice’ is created – the domestic companies apply inconvenient methods of branding and the circle starts again. According to this, the aim of this paper is to critically discuss the applicability of selected brand valuation methods in the specific conditions of Slovak republic and to verify its applicability in the context of framework conditions of their applicability. To achieve this aim, after the application of selected criteria, we applied the following methods of brand value measurement: royalty savings and brand value added.
Marketing assets: Relating brand equity and customer equity

Directory of Open Access Journals (Sweden)

Jaime Romero

2016-03-01

Full Text Available Purpose: Brand equity and customer equity are inextricably linked. Some authors propose that marketing activities build these intangible assets simultaneously. In contrast, others suggest that brand equity is an antecedent of customer equity. In this research, we aim to shed light about the relationship between brand equity and customer equity, by empirically testing these two alternative explanations. Design/methodology/approach: We propose four research models that reflect these two alternatives explanations regarding the link between brand equity and customer equity. In order to estimate these models we employ Structural Equations Modelling. We measure model variables using data collected through a survey to marketing managers of services companies that operate in Spain. We compare these four research models in terms of explanatory power and goodness of fit. Findings: Our results indicate that the models that correspond to the simultaneity approach have a higher explanatory power and goodness of fit than the models that suggest that brand equity is an antecedent of customer equity, thus supporting that these intangible assets are built by marketing activities at the same time. Research limitations/implications: Our results recommend caution when interpreting previous research about the effects of brand (customer equity, as they might indeed correspond to customer (brand management. Similarly, future research focusing on customer and brand management need to take into account both managerial areas in their studies. Practical implications: From a practitioners’ point of view, our findings suggest adopting a brand-customer portfolio approach to enhance company profitability. Similarly, we derive implications for firm valuation processes, which incorporate brand equity and customer equity in their calculations. Originality/value: We empirically study the relationship between brand equity and customer equity, while previous research has analyzed
Extending or creating a new brand: evidence from a study on event-related potentials.

Science.gov (United States)

Jin, Jia; Wang, Cuicui; Yu, Liping; Ma, Qingguo

2015-07-08

Brand strategy is a critical problem in new product promotion. In relation to this, producers typically have two main options, namely, brand extension and new brand creation. The current study investigated the neural basis of evaluating these brand strategies at the brain level by using event-related potentials. The experiment used a word-pair paradigm, in which the first word was either a famous beverage brand name or a newly created brand, and the second word was a product name from one of the two product categories (beverage or household appliance). Therefore, four conditions existed as follows: a famous beverage brand paired with a beverage product (BB) or with a household appliance (BH) and a newly created brand paired with a beverage product (NB) or with a household appliance (NH). Behavioral results showed that brand extension obtained a higher acceptance rate than new brand creation under the beverage product category; however, a lower acceptance rate was observed under the household appliance category. Moreover, at the brain level, BB elicited lower N400 mean amplitude than the new brand product NB, whereas BH led to higher N400 amplitude than the new brand product NH. These results showed that the likelihood of accepting a product depended on the association between the brand name and product name, and that the N400 could serve as an index of brand strategy evaluation. In addition, this study also confirmed that brand extension is not always the best brand strategy; an inappropriate extension sometimes performed worse than the creation of a new brand.
Brand Extensions: A Qualitative Meta-Analysis Of 20 Years Of Marketing Research

OpenAIRE

Elise Prosser; Melissa St. James

2011-01-01

Brand extensions, or new product introductions under an existing brand name, have become increasingly popular over the past 20 years. Marketers tout brand extensions as enjoying higher market share and profitability than launching new brand names that require exorbitant advertising expenditures (Smith & Park 1992). According to some estimates, brand extensions account for more than 90% of new product introductions in some categories (Volckner & Sattler 2002). However, one study found that 27%...
Strategic Coopetition of Global Brands: A Game Theory Approach to ‘Nike + iPod Sport Kit’ Co-branding

OpenAIRE

Rodrigues, Flávio; Souza, Victória; Leitão, João

2009-01-01

Co-branding can be implemented by establishing an agreement of strategic coopetition that allows companies to compete and cooperate simultaneously in order to obtain competitive advantages through operational synergy. With this type of agreement, brands enter markets sharing loyal customers they would be unlikely to reach individually. The main advantages associated with implementation of this form of strategic coopetition are the possibility of jointly communicating brand image, reputation a...
Determinants of Beef and Pork Brand Equity

OpenAIRE

Parcell, Joseph L.; Schroeder, Ted C.

2003-01-01

A set of consumer-level characteristic demand models were estimated to determine the level of brand equity for pork and beef meat cuts. Results indicate that brand premiums and discounts vary by private, national, and store brands; and brand equity varies across meat cuts carrying the same brand name. Other results are that product size discounts are linear, meat items on sale are significantly discounted to non-sale items, specialty stores typically do not garner higher prices than supermark...
Adverse-drug-event data provided by pharmaceutical companies.

Science.gov (United States)

Cudny, Magdalena E; Graham, Angie S

2008-06-01

Pharmaceutical company drug information center (PCDIC) responses to queries about adverse drug events (ADEs) were studied to determine whether PCDICs search sources other than the prescribing information on the package insert (PI) and whether the PCDICs' approach differs according to whether an ADE is listed in the PI (labeled) or not (unlabeled). Companies were selected from a list of PCDICs in the Physicians' Desk Reference. One oral or injectable prescription drug from each company was selected. For each drug, a labeled ADE and an unlabeled ADE about which to query the PCDICs were randomly selected from the index of an annual publication on ADEs. The investigators telephoned the PCDICs with an open-ended inquiry about the incidence, timing, and management of the ADE as reported in the literature and the company's internal data; they clarified that the request did not concern a specific patient. Whether or not information was provided, the source searched was recorded (PI, literature, internal database), and the percentages of PCDICs that used each source for labeled and for unlabeled ADEs were analyzed. Results were obtained from 100 companies to questions about 100 drugs (200 ADEs). For ADEs overall, 80% used the PI, 50% the medical literature, and 38% internal data. For labeled versus unlabeled ADEs, respectively, the PI was used by 84% and 76%; literature, both 50%; and internal data, 35% and 41%. The PCDIC specialists referencing the PI did not always provide accurate or up-to-date information. Some specialists, when asked to query internal databases, said that was not an option. For both labeled and unlabeled ADEs, the PI was the primary source used by PCDICs to answer safety questions about their products, and internal data were the least-used source. Most resources used by PCDICs are readily available to practicing pharmacists.
Pengaruh Citra Merek (Brand Image) Dan Kepercayaan Merek (Brand Trust) Terhadap Keputusan Toyota Avanza Di Kota Semarang

OpenAIRE

Trista, Nadia Lona; prihatini, Apriatni Endang; Saryadi, Saryadi

2013-01-01

Toyota is an automotive company that manufactures Toyota Avanza. There are several motives in buying the Toyota Avanza, one of which is the image of the brand. But, in the city of Semarang instability sales volume of Toyota Avanza. The purpose of this study was to determine the effect of brand image and brand trust on purchase decisions. The sampling technique used nonprobability sampling technique, purpose accidental sampling and purposive sampling-judgment sampling with a sample size of 100...
Memory color effect induced by familiarity of brand logos.

Science.gov (United States)

Kimura, Atsushi; Wada, Yuji; Masuda, Tomohiro; Goto, Sho-Ichi; Tsuzuki, Daisuke; Hibino, Haruo; Cai, Dongsheng; Dan, Ippeita

2013-01-01

When people are asked to adjust the color of familiar objects such as fruits until they appear achromatic, the subjective gray points of the objects are shifted away from the physical gray points in a direction opposite to the memory color (memory color effect). It is still unclear whether the discrepancy between memorized and actual colors of objects is dependent on the familiarity of the objects. Here, we conducted two experiments in order to examine the relationship between the degree of a subject's familiarity with objects and the degree of the memory color effect by using logographs of food and beverage companies. In Experiment 1, we measured the memory color effects of logos which varied in terms of their familiarity (high, middle, or low). Results demonstrate that the memory color effect occurs only in the high-familiarity condition, but not in the middle- and low-familiarity conditions. Furthermore, there is a positive correlation between the memory color effect and the actual number of domestic stores of the brand. In Experiment 2, we assessed the semantic association between logos and food/beverage names by using a semantic priming task to elucidate whether the memory color effect of logos relates to consumer brand cognition, and found that the semantic associations between logos and food/beverage names in the high-familiarity brands were stronger than those in the low-familiarity brands only when the logos were colored correctly, but not when they were appropriately or inappropriately colored, or achromatic. The current results provide behavioral evidence of the relationship between the familiarity of objects and the memory color effect and suggest that the memory color effect increases with the familiarity of objects, albeit not constantly.

Memory Color Effect Induced by Familiarity of Brand Logos

Science.gov (United States)

Kimura, Atsushi; Wada, Yuji; Masuda, Tomohiro; Goto, Sho-ichi; Tsuzuki, Daisuke; Hibino, Haruo; Cai, Dongsheng; Dan, Ippeita

2013-01-01

Background When people are asked to adjust the color of familiar objects such as fruits until they appear achromatic, the subjective gray points of the objects are shifted away from the physical gray points in a direction opposite to the memory color (memory color effect). It is still unclear whether the discrepancy between memorized and actual colors of objects is dependent on the familiarity of the objects. Here, we conducted two experiments in order to examine the relationship between the degree of a subject’s familiarity with objects and the degree of the memory color effect by using logographs of food and beverage companies. Methods and Findings In Experiment 1, we measured the memory color effects of logos which varied in terms of their familiarity (high, middle, or low). Results demonstrate that the memory color effect occurs only in the high-familiarity condition, but not in the middle- and low-familiarity conditions. Furthermore, there is a positive correlation between the memory color effect and the actual number of domestic stores of the brand. In Experiment 2, we assessed the semantic association between logos and food/beverage names by using a semantic priming task to elucidate whether the memory color effect of logos relates to consumer brand cognition, and found that the semantic associations between logos and food/beverage names in the high-familiarity brands were stronger than those in the low-familiarity brands only when the logos were colored correctly, but not when they were appropriately or inappropriately colored, or achromatic. Conclusion The current results provide behavioral evidence of the relationship between the familiarity of objects and the memory color effect and suggest that the memory color effect increases with the familiarity of objects, albeit not constantly. PMID:23874638
Memory color effect induced by familiarity of brand logos.

Directory of Open Access Journals (Sweden)

Atsushi Kimura

Full Text Available When people are asked to adjust the color of familiar objects such as fruits until they appear achromatic, the subjective gray points of the objects are shifted away from the physical gray points in a direction opposite to the memory color (memory color effect. It is still unclear whether the discrepancy between memorized and actual colors of objects is dependent on the familiarity of the objects. Here, we conducted two experiments in order to examine the relationship between the degree of a subject's familiarity with objects and the degree of the memory color effect by using logographs of food and beverage companies.In Experiment 1, we measured the memory color effects of logos which varied in terms of their familiarity (high, middle, or low. Results demonstrate that the memory color effect occurs only in the high-familiarity condition, but not in the middle- and low-familiarity conditions. Furthermore, there is a positive correlation between the memory color effect and the actual number of domestic stores of the brand. In Experiment 2, we assessed the semantic association between logos and food/beverage names by using a semantic priming task to elucidate whether the memory color effect of logos relates to consumer brand cognition, and found that the semantic associations between logos and food/beverage names in the high-familiarity brands were stronger than those in the low-familiarity brands only when the logos were colored correctly, but not when they were appropriately or inappropriately colored, or achromatic.The current results provide behavioral evidence of the relationship between the familiarity of objects and the memory color effect and suggest that the memory color effect increases with the familiarity of objects, albeit not constantly.
Brand as a challenge to corporate governance in the globalization process

Directory of Open Access Journals (Sweden)

Milojević Sonja

2016-01-01

Full Text Available The increasing expansion of globalization, largely changes and the current economic strategy and policy of companies. The aim of this paper is to show to the alarming the need to accede to the seriousness of the implementation of adequate marketing strategies, among which is dominant brand strategy and thus the strategic brand management. The pace of technological innovation and information technologies contribute to the intensity of communication and have an impact on competitiveness. Networking overcomes time and space and leads almost to the equalization consumer demands set by companies, or to brand loyalty. Modern conditions of market economy, changing business conditions and intense competition, dictate the lower limit of efficiency of business entities to survive in the market. Creation and development of the brand is the company's long-term investment because brand loyalty of consumers means focusing on achieving their satisfaction, which directly leads to strengthening competitiveness and thus improve financial results.
CORPORATE SOCIAL RESPONSIBILITY – CORPORATE BRANDING RELATIONSHIP: AN EMPIRICAL COMPARATIVE STUDY

Directory of Open Access Journals (Sweden)

Bistra VASSILEVA

2009-01-01

Full Text Available Current academic research on the relationship of firms’ CSR activities with corporate branding typically focuses on consumers’ and shareholders’ viewpoints. This research aims to shed light on how organisational members in firms perceive to be the impact of CSR activities upon their corporate brand strategy. Using a survey administered to companies in the U.K. and Bulgaria, the author investigate, firstly, organisational members’ perceptions of the impact of different CSR-related activities upon corporate branding and, secondly, their beliefs about what customers and shareholders think are the impacts of CSR-related activities upon brand image and brand identity. The findings indicated that while organisational members rated quality products, customer service and corporate governance highly as key components of CSR activity, they were much more ambivalent about their companies'commitment to broader actions which involve the 'community' and 'society'. This paper concludes by discussing the implications of the findings for future 'CSR education' among companies.
Measuring brand loyalty in the pharmaceutical industry of South Africa / Hilde du Plooy

OpenAIRE

Du Plooy, Hilde

2012-01-01

Brands are recognised as one of the most valuable assets that a company can possess and therefore brands are key role-players in the business strategies of organisations. The rivalry amongst competitors in the pharmaceutical industry is fierce and companies should design their strategies in such a way in order to achieve competitive advantage. Brand loyalty is regarded as a powerful tool in the development of pharmaceutical brands. The main aim of this study was to measure b...
Investigating brand personality of state-owned and private airlines: Maham Versus Iran Air

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Mahdi Karoubi

2014-06-01

Full Text Available Today, companies need to create exclusion not in the market but in their own capabilities and features in order to gain distinction. The creation and maintenance of distinction through functional features is nearly impossible anymore. Thus, apart from the functional features, companies need to consider their intangible properties, among which brand is one of the most important ones. One of components researchers have detected for brand is personality, which can enhance the preference and loyalty of the customers and influence their decision process. In the service section, due to its specific features, the impacts of brand personality are more important and more complicated and airline companies, as service industries, which provide one of the most intangible products, are no exception. In the current study, using Aaker's Five-Dimension Model for brand personality, brand personality of a state-owned airline company (Iran Air and a private one (Mahan are compared from the perspective of technical directors of travel agencies. The population includes 233 technical directors whose views regarding brand personality of airline companies are studied following the distribution of questionnaires. The results of the data analysis indicate Mahan Airline is superior to Iran Air in all the five dimensions.
Long-term impact of sales promotion on brand image

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Danijela Mandić

2009-12-01

Full Text Available Sales promotion (SP is an inevitable tool in the marketing communications mix, especially in the FMCG markets, due to pressures such as retailers’ growing demands and increasing competition. This has proven to be an issue for many companies, especially those with a premium brand positioning and those concerned about the impact that SP might have on the long-term image of the company. Despite the fact that literature is replete with research on SP, it seems to be vastly generalized and mostly focused on price reductions. Thus, this paper aims to analyze and discuss the issue of the long-term impact that SP has on companies, especially on premium brands in the FMCG markets. It concludes that, when used properly and strategically, SP may have a positive long-term impact on brands.
Is switching from brand name to generic formulations of phenobarbital associated with loss of antiepileptic efficacy?: a pharmacokinetic study with two oral formulations (Luminal® vet, Phenoleptil®) in dogs

Science.gov (United States)

2013-01-01

Background In human medicine, adverse outcomes associated with switching between bioequivalent brand name and generic antiepileptic drug products is a subject of concern among clinicians. In veterinary medicine, epilepsy in dogs is usually treated with phenobarbital, either with the standard brand name formulation Luminal® or the veterinary products Luminal® vet and the generic formulation Phenoleptil®. Luminal® and Luminal® vet are identical 100 mg tablet formulations, while Phenoleptil® is available in the form of 12.5 and 50 mg tablets. Following approval of Phenoleptil® for treatment of canine epilepsy, it was repeatedly reported by clinicians and dog owners that switching from Luminal® (human tablets) to Phenoleptil® in epileptic dogs, which were controlled by treatment with Luminal®, induced recurrence of seizures. In the present study, we compared bioavailability of phenobarbital after single dose administration of Luminal® vet vs. Phenoleptil® with a crossover design in 8 healthy Beagle dogs. Both drugs were administered at a dose of 100 mg/dog, resulting in 8 mg/kg phenobarbital on average. Results Peak plasma concentrations (Cmax) following Luminal® vet vs. Phenoleptil® were about the same in most dogs (10.9 ± 0.92 vs. 10.5 ± 0.77 μg/ml), and only one dog showed noticeable lower concentrations after Phenoleptil® vs. Luminal® vet. Elimination half-life was about 50 h (50.3 ± 3.1 vs. 52.9 ± 2.8 h) without differences between the formulations. The relative bioavailability of the two products (Phenoleptil® vs. Luminal® vet.) was 0.98 ± 0.031, indicating that both formulations resulted in about the same bioavailability. Conclusions Overall, the two formulations did not differ significantly with respect to pharmacokinetic parameters when mean group parameters were compared. Thus, the reasons for the anecdotal reports, if true, that switching from the brand to the generic formulation of phenobarbital may lead to
Is switching from brand name to generic formulations of phenobarbital associated with loss of antiepileptic efficacy?: a pharmacokinetic study with two oral formulations (Luminal(®) vet, Phenoleptil(®)) in dogs.

Science.gov (United States)

Bankstahl, Marion; Bankstahl, Jens P; Löscher, Wolfgang

2013-10-09

In human medicine, adverse outcomes associated with switching between bioequivalent brand name and generic antiepileptic drug products is a subject of concern among clinicians. In veterinary medicine, epilepsy in dogs is usually treated with phenobarbital, either with the standard brand name formulation Luminal(®) or the veterinary products Luminal(®) vet and the generic formulation Phenoleptil(®). Luminal(®) and Luminal(®) vet are identical 100 mg tablet formulations, while Phenoleptil(®) is available in the form of 12.5 and 50 mg tablets. Following approval of Phenoleptil(®) for treatment of canine epilepsy, it was repeatedly reported by clinicians and dog owners that switching from Luminal(®) (human tablets) to Phenoleptil(®) in epileptic dogs, which were controlled by treatment with Luminal(®), induced recurrence of seizures. In the present study, we compared bioavailability of phenobarbital after single dose administration of Luminal(®) vet vs. Phenoleptil(®) with a crossover design in 8 healthy Beagle dogs. Both drugs were administered at a dose of 100 mg/dog, resulting in 8 mg/kg phenobarbital on average. Peak plasma concentrations (Cmax) following Luminal(®) vet vs. Phenoleptil(®) were about the same in most dogs (10.9 ± 0.92 vs. 10.5 ± 0.77 μg/ml), and only one dog showed noticeable lower concentrations after Phenoleptil(®) vs. Luminal(®) vet. Elimination half-life was about 50 h (50.3 ± 3.1 vs. 52.9 ± 2.8 h) without differences between the formulations. The relative bioavailability of the two products (Phenoleptil(®) vs. Luminal(®) vet.) was 0.98 ± 0.031, indicating that both formulations resulted in about the same bioavailability. Overall, the two formulations did not differ significantly with respect to pharmacokinetic parameters when mean group parameters were compared. Thus, the reasons for the anecdotal reports, if true, that switching from the brand to the generic formulation of phenobarbital may lead to recurrence of
Does brand differentiate pharmaceuticals?

Science.gov (United States)

Bednarik, Josef

2005-12-01

Role of marketing in pharmaceutical industry is increasing and inspiration by successful brands known from consumer goods market influenced pharmaceutical companies enough to switch their attention to branding initiatives. Still there is little evidence that pharmaceutical brands represent anything more than product only. This study aims to explore the area of branding in pharmaceutical industry. Central hypothesis of the research has been that brand and its emotional content differentiate pharmaceuticals as well as rational data derived from clinical studies. It has been tested by extensive review of available literature as well as by primary research focused on drivers of physicians' attitudes towards products and their influence on prescribing behavior. The research has been conducted in the sample of psychiatrists in the Czech Republic. No evidence about pharmaceutical brand exceeding value of product has been found in reviewed literature. Nevertheless, the primary research conducted in the sample of Czech psychiatrists indicates that emotional brand in pharmaceutical industry exists and enables author to draw a model of Customer/product life cycle that describes likely impact of functional, emotional and self-expressive benefits throughout pharmaceutical product's market presence. Pharmaceutical brand is likely to develop differently than the same of consumer goods products--it seems to be built predominantly on long-term positive experience. Marketing role in this process should lie in finding relevant product position and building brand identity compliant with real product capabilities.
Building a leadership brand.

Science.gov (United States)

Ulrich, Dave; Smallwood, Norm

2007-01-01

How do some firms produce a pipeline of consistently excellent managers? Instead of concentrating merely on strengthening the skills of individuals, these companies focus on building a broad organizational leadership capability. It's what Ulrich and Smallwood--cofounders of the RBL Group, a leadership development consultancy--call a leadership brand. Organizations with leadership brands take an "outside-in" approach to executive development. They begin with a clear statement of what they want to be known for by customers and then link it with a required set of management skills. The Lexus division of Toyota, for instance, translates its tagline--"The pursuit of perfection"--into an expectation that its leaders excel at managing quality processes. The slogan of Bon Secours Health System is "Good help to those in need." It demands that its managers balance business skills with compassion and caring. The outside-in approach helps firms build a reputation for high-quality leaders whom customers trust to deliver on the company's promises. In examining 150 companies with strong leadership capabilities, the authors found that the organizations follow five strategies. First, make sure managers master the basics of leadership--for example, setting strategy and grooming talent. Second, ensure that leaders internalize customers' high expectations. Third, incorporate customer feedback into evaluations of executives. Fourth, invest in programs that help managers hone the right skills, by tapping customers to participate in such programs. Finally, track the success of efforts to build leadership bench strength over the long-term. The result is outstanding management that persists even when individual executives leave. In fact, companies with the strongest leadership brands often become "leader feeders"--firms that regularly graduate leaders who go on to head other companies.
Consumer-Based Brand Equity: A literature review

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A. Szőcs

2014-06-01

Full Text Available The concept of brand equity has gained in popularity since the 1980s, and since then, the field has undergone significant development. The concept of consumer-based brand equity has become a central marketing concept due to the increasing scientific and business interest in brands, since the approach according to which brands constitute one of the most valuable intangible assets of the companies is becoming increasingly widespread. The paper offers an updated literature review of this important research topic, providing a classification of brand equity models focusing on consumer based models. The most important models are critically reviewed from the perspective of model structure, methodology used and validity.
Consumer-Based Brand Equity: A literature review

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Attila Szőcs

2014-01-01

Full Text Available The concept of brand equity has gained in popularity since the 1980s, and since then, the field has undergone significant development. The concept of consumer-based brand equity has become a central marketing concept due to the increasing scientific and business interest in brands, since the approach according to which brands constitute one of the most valuable intangible assets of the companies is becoming increasingly widespread. The paper offers an updated literature review of this important research topic, providing a classification of brand equity models focusing on consumer based models. The most important models are critically reviewed from the perspective of model structure, methodology used and validity.
Can You Say My Name?

DEFF Research Database (Denmark)

Erz, Antonia; Christensen, Bo T.

Whereas brand name research has focused on the semantic meaning or sounds of names, processing fluency lends further support to the idea that meaning goes beyond semantics. Extant research has shown that phonological fluency, i.e., the ease or difficulty with which people pronounce names, can...
Missed paracetamol (acetaminophen) overdose due to confusion regarding drug names.

Science.gov (United States)

Hewett, David G; Shields, Jennifer; Waring, W Stephen

2013-07-01

Immediate management of drug overdose relies upon the patient account of what was ingested and how much. Paracetamol (acetaminophen) is involved in around 40% of intentional overdose episodes, and remains the leading cause of acute liver failure in many countries including the United Kingdom. In recent years, consumers have had increasing access to medications supplied by international retailers via the internet, which may have different proprietary or generic names than in the country of purchase. We describe a patient that presented to hospital after intentional overdose involving 'acetaminophen' purchased via the internet. The patient had difficulty recalling the drug name, which was inadvertently attributed to 'Advil', a proprietary non-steroidal anti-inflammatory drug. The error was later recognised when the drug packaging became available, but the diagnosis of paracetamol overdose and initiation of acetylcysteine antidote were delayed. This case illustrates the benefit of routinely measuring paracetamol concentrations in all patients with suspected poisoning, although this is not universally accepted in practice. Moreover, it highlights the importance of the internet as a source of medications for intentional overdose, and emphasises the need for harmonisation of international drug names to improve patient safety.
How is brand experience designed in practice? : Results of a multiple-case study

NARCIS (Netherlands)

Bakker-Wu, S.; Calabretta, G.; Hultink, H.J.; Bohemia, E.; de Bont, C.; Svengren Holm, L.

2017-01-01

Brand experience is an important concept in marketing because it can affect brand loyalty, brand recall, and brand attitude. Brand experience design is therefore an important practice for companies to create favourable and meaningful experiences, through the design of various touchpoints that are in
Influence of Brand Loyalty on Fast Food Industry - Consumer buying behavior of India.

OpenAIRE

Tandon, Manav

2012-01-01

The purpose of this research is to examine how consumers are influenced by factors of brand loyalty towards fast food brands. The research was conducted in Delhi with Indian consumers. People who filled the questionnaire are adults who are working or are looking for job. This research was adopted based on seven factor of brand loyalty. The seven factors of brand loyalty are brand name, product quality, price, style, promotion, and service quality and restaurant environment. Brand name has sho...
The Relationship Between The Brand Strategy And Business Strategy

OpenAIRE

Karaömer, Ahmed

2013-01-01

In this study the relationship between three companies brand strategies and business strategies were investigated based on Aaker’s view on brand architecture. The concept and its strategies are characterized by the driving roles brands possess. At the top of the spectrum, “House of Brands” allows the brands to have the entire driver role which decreases moving downwards on the spectrum, first comes “Endorsed Brands” where the master brand has a little driver role, followed by “Subbrands” wher...
How does increasingly plainer cigarette packaging influence adult smokers' perceptions about brand image? An experimental study.

Science.gov (United States)

Wakefield, M A; Germain, D; Durkin, S J

2008-12-01

Cigarette packaging is a key marketing strategy for promoting brand image. Plain packaging has been proposed to limit brand image, but tobacco companies would resist removal of branding design elements. A 3 (brand types) x 4 (degree of plain packaging) between-subject experimental design was used, using an internet online method, to expose 813 adult Australian smokers to one randomly selected cigarette pack, after which respondents completed ratings of the pack. Compared with current cigarette packs with full branding, cigarette packs that displayed progressively fewer branding design elements were perceived increasingly unfavourably in terms of smokers' appraisals of the packs, the smokers who might smoke such packs, and the inferred experience of smoking a cigarette from these packs. For example, cardboard brown packs with the number of enclosed cigarettes displayed on the front of the pack and featuring only the brand name in small standard font at the bottom of the pack face were rated as significantly less attractive and popular than original branded packs. Smokers of these plain packs were rated as significantly less trendy/stylish, less sociable/outgoing and less mature than smokers of the original pack. Compared with original packs, smokers inferred that cigarettes from these plain packs would be less rich in tobacco, less satisfying and of lower quality tobacco. Plain packaging policies that remove most brand design elements are likely to be most successful in removing cigarette brand image associations.
Designing visual recognition for the brand

NARCIS (Netherlands)

Karjalainen, T.M.; Snelders, H.M.J.J.

2010-01-01

The present paper examines how companies strategically employ design to create visual recognition of their brands' core values. To address this question, an explorative in-depth case study was carried out concerning the strategic design efforts of two companies: Nokia (mobile phones) and Volvo

Fluency of pharmaceutical drug names predicts perceived hazardousness, assumed side effects and willingness to buy.

Science.gov (United States)

Dohle, Simone; Siegrist, Michael

2014-10-01

The impact of pharmaceutical drug names on people's evaluations and behavioural intentions is still uncertain. According to the representativeness heuristic, evaluations should be more positive for complex drug names; in contrast, fluency theory suggests that evaluations should be more positive for simple drug names. Results of three experimental studies showed that complex drug names were perceived as more hazardous than simple drug names and negatively influenced willingness to buy. The results are of particular importance given the fact that there is a worldwide trend to make more drugs available for self-medication. © The Author(s) 2013.
Gore offers to help drug companies pursue research.

Science.gov (United States)

1996-03-08

A meeting convened between Vice President Al Gore and executives of leading pharmaceutical companies to determine means of accelerating efforts to develop vaccines, therapeutics, and microbicides for people with HIV. Gore explained that the administration will work with pharmaceutical companies to determine the long-term effectiveness of drugs approved by the Food and Drug Administration (FDA), work with international groups to increase investment in vaccine development, help develop new microbicides for women with HIV, and identify promising areas of AIDS research. According to advocates, the Clinton Administration has made great strides in improving and accelerating the FDA's drug approval process. The next goal of the pharmaceutical research agenda should be to include consumer advocates in the decision-making process.
Exploring Lenggong Valley World Heritage Site’s Brand Equity Dimensions

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Noor Shuhaida Md

2014-01-01

Full Text Available This study explores the brand equity dimensions of a world heritage destination brand, namely the Lenggong Valley World Heritage Site. The study adopted a survey-based brand equity metrics from a previous study that features 27 brand equity dimensions for products. The 27 dimensions were used as the start-off point in exploring the brand equity dimensions for the focal destination brand. The questions were modified to reflect features of heritage destinations. Principal factor analyses were run on data collected from 100 local tourists. The factor analyses yielded 10 factors, namely Trust, Bonding, Service, Acceptability, Value, Heritage, Ambiance, Knowledge, Persistence and Relevance. A new dimension that emerged from the data was value that encompasses both non-financial and financial dimensions.
Consumer Attitude Towards to Step-down Extension of Luxury Brand

OpenAIRE

Chen, Hsing-Yu

2010-01-01

70% of revenue for luxury firms come from accessible luxury markets. In order to make luxury brands to be more accessible to wider public clients, many luxury-brand companies apply brand extension to expand to accessible luxury markets. Step-down brand extension is an approach that can minimise damages cause by brand extension, because it can keep attributes of core luxury brands, such as superior quality, design-led and strong emotional engagement. Hence it is curtail to understand the relat...
Jak se vyslovují názvy cizích obchodních značek v televizních reklamách? / Pronunciation of Foreign Brand Names in TV Advertising

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Tomáš Duběda

2015-12-01

Full Text Available In this article we analyse phonetic aspects of foreign brand names appearing in Czech TV advertisements. We first define eight principles which underlie the phonological adaptation of loanwords, and describe their relevance for the TV advertisement genre. Next we proceed to an analysis of 200 brand names retrieved from TV broadcasting. The results confirm the dominance of the phonological approximation principle, which is often combined with the spelling pronunciation principle. Original pronunciation, respecting foreign phonology, is surprisingly rare, although TV advertising is a dynamic and highly globalised media genre.
Cognitive Tools for Successful Branding

Science.gov (United States)

Hernandez, Lorena Perez

2011-01-01

This article aims to fill a gap in current studies on the semantics of branding. Through the analysis of a number of well-known international brand names, we provide ample evidence supporting the claim that a finite set of cognitive operations, such as those of domain reduction and expansion, mitigation, and strengthening, among others, can…
Systematic derivation of an Australian standard for Tall Man lettering to distinguish similar drug names.

Science.gov (United States)

Emmerton, Lynne; Rizk, Mariam F S; Bedford, Graham; Lalor, Daniel

2015-02-01

Confusion between similar drug names can cause harmful medication errors. Similar drug names can be visually differentiated using a typographical technique known as Tall Man lettering. While international conventions exist to derive Tall Man representation for drug names, there has been no national standard developed in Australia. This paper describes the derivation of a risk-based, standardized approach for use of Tall Man lettering in Australia, and known as National Tall Man Lettering. A three-stage approach was applied. An Australian list of similar drug names was systematically compiled from the literature and clinical error reports. Secondly, drug name pairs were prioritized using a risk matrix based on the likelihood of name confusion (a four-component score) vs. consensus ratings of the potential severity of the confusion by 31 expert reviewers. The mid-type Tall Man convention was then applied to derive the typography for the highest priority drug pair names. Of 250 pairs of confusable Australian drug names, comprising 341 discrete names, 35 pairs were identified by the matrix as an 'extreme' risk if confused. The mid-type Tall Man convention was successfully applied to the majority of the prioritized drugs; some adaption of the convention was required. This systematic process for identification of confusable drug names and associated risk, followed by application of a convention for Tall Man lettering, has produced a standard now endorsed for use in clinical settings in Australia. Periodic updating is recommended to accommodate new drug names and error reports. © 2014 John Wiley & Sons, Ltd.
RETAIL STORE DESIGN AND ENVIRONMENT AS BRANDING SUPPORT IN THE SERVICES MARKETING

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Tudor NISTORESCU

2008-01-01

Full Text Available The services are intangibles, therefore their quality is difficult to be evaluatedby the client and building a strong brand image is a challenging task. Theservices are distributed using diverse channels such as: company retailstores, dealers, franchise. The service companies are interested in theenvironment of the location, not only to increase sells but also in order toboost the image of the company. The excitement that a retail store induces toa client can modify the perception of the brand. The client values more abrand that distributes its services in a luxury, high-tech retail environmentthan a discount store. In this paper we intended to investigate the techniquesthat a service company is using to enhance the brand image in a retaillocation. For this purpose, the various aspects of the retail store design andenvironment were analyzed in connection with the customer-based brandequity model. This original association will offer the services companies’ newperspectives on how to leverage brand image.
Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies

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Shahriar Azizi

2012-01-01

Full Text Available Internal branding has been emerging recently as an important issue in marketing field. This study provides insights into how job satisfaction, internal marketing and brand orientation shape employees internal brand equity. Empirical data were collected by a questionnaire distributed to food and pharmaceutical firms. The empirical results indicated that while brand orientation and internal marketing were found to have impact on internal brand equity, job satisfaction has no effect on internal brand equity. Additionally, it was observed that job satisfaction and internal marketing has direct and positive impact on brand orientation and therefore indirect and positive impact on internal brand equity through brand orientation. Results of this study can help organizations to improve their financial performance through more awareness of the determinants of internal brand equity.
CORPORATE BRANDING COWORKING PLACE IN BANDUNG (CORPORATE BRANDING COWORKING SPACE DI BANDUNG

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Dewi Damayanti

2017-10-01

Full Text Available The title of this research is “Corporate Branding Coworking Space in Bandung” with the subtitle is “Descriptive Study of Corporate Branding Coworking Space in Bandung to Create Product Differentiation”. The high demand for economical workspace makes business coworking space growing. The growth happen in Bandung and make the level of competition coworking space in Bandung is quite high, especially with the uniformity of the product offered each coworking space. Seeing these growth, researchers interested in conducting research on how corporate branding coworking space in Bandung to create product differentiation.The purpose of this study is to discover how company create the vision, implemented vision to their corporate culture, and the compability between their vision and image of Bandung Digital Valley, Freenovation, and Ruang Reka that stakeholder created. The method used in this research is descriptive method with qualitative data and Hatch & Schultz’s concept of corporate branding. The data collection techniques used in interviews, observation, and documentation study.The result of this study indicate that Bandung Digital Valley, Freenovation, and Ruang Reka focus to introduce the company to their target market. Started from create the vision of the company by founder based on their experiences and business opportunity. Then, the application of corporate vision to corporate culture. Non of Bandung Digital Valley, Freenovation, or Ruang Reka implement the vision into corporate culture. Last, Bandung Digital Valley, Freenovation, and Ruang Reka think it is not a right time to create corporate image because they need to improve the quality of their facility first. Keywords : corporate branding, product differentiation, Bandung Digital Valley, Freenovation, Ruang Reka Judul penelitian yang diangkat adalah “Corporate Branding Coworking Space di Bandung” dengan sub judul Studi Deskriptif mengenai Corporate Branding Coworking
Has the increase in the availability of generic drugs lowered the price of cardiovascular drugs in South Africa?

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Varsha Bangalee

2016-10-01

Objective: To examine the relationship between originator drug prices and the number of generic brands within the cardiovascular class of drugs and to compare South African prices with international reference prices. Method: Data on private sector drug prices was sourced from the South African Medicine Price Registry. The relationship between the median proportional price and the number of brands in the therapeutic class was analysed using correlation analysis. International reference prices were obtained from the Management Sciences for Health International Drug Price Indicator Guide (2012 edition. Results: A weak correlation between originator and generic drug prices and the number of available brands was observed, the exception being diuretic drugs. The median prices per strength of the originator generic were still higher than the most expensive generic version manufactured by any other company, the exception being telmisartan. Comparison of price ratios between the originator drug, lowest priced generic and international reference price values revealed that the originator drug prices had a median price ratio of 20.99 (interquartile range 7.31—53.46 and the lowest priced generics had a median price ratio of 4.28 (interquartile range 2.10—8.47. Conclusion: Increased generic competition is not a predictor of lower drug prices. The study also concludes that the current South African pharmaceutical policies have not yet achieved the lowest prices for drugs when compared internationally.
Logo Effects on Brand Extension Evaluations from the Electrophysiological Perspective.

Science.gov (United States)

Shang, Qian; Pei, Guanxiong; Dai, Shenyi; Wang, Xiaoyi

2017-01-01

Brand extension typically has two strategies: brand name extension (BN) and brand logo extension (BL). The current study explored which strategy (BN or BL) better enhanced the success of dissimilar brand extension and product promotion in enterprises. Event-related potentials (ERPs) were used to investigate electrophysiological processes when subjects evaluated their acceptance of the brand extension using a combined picture of S1 and S2. S1 was a famous brand presented by two identity signs (brand name and brand logo). S2 was a picture of an extension product that belonged to a dissimilar product category than S1. The behavior data showed that BL was more acceptable than BN in the dissimilar brand extension. The neurophysiology process was reflected by a less negative N2 component and a larger P300 component in the BL than in the BN. We suggested that N2 reflected a whole conflict between the brand-product combination and the long-term memory and that P300 could be regarded as the reflection of the categorization process in the working memory.
Twelve Years' Experience with Direct-to-Consumer Advertising of Prescription Drugs in Canada: A Cautionary Tale

Science.gov (United States)

Mintzes, Barbara; Morgan, Steve; Wright, James M.

2009-01-01

Background Direct-to-consumer advertising (DTCA) of prescription drugs is illegal in Canada as a health protection measure, but is permitted in the United States. However, in 2000, Canadian policy was changed to allow ‘reminder’ advertising of prescription drugs. This is a form of advertising that states the brand name without health claims. ‘Reminder’ advertising is prohibited in the US for drugs that have ‘black box’ warnings of serious risks. This study examines spending on DTCA in Canada from 1995 to 2006, 12 years spanning this policy shift. We ask how annual per capita spending compares to that in the US, and whether drugs with Canadian or US regulatory safety warnings are advertised to the Canadian public in reminder advertising. Methodology/Principal Findings Prescription drug advertising spending data were extracted from a data set on health sector spending in Canada obtained from a market research company, TNS Media Inc. Spending was adjusted for inflation and compared with US spending. Inflation-adjusted spending on branded DTCA in Canada grew from under CAD$2 million per year before 1999 to over $22 million in 2006. The major growth was in broadcast advertising, accounting for 83% of spending in 2006. US annual per capita spending was on average 24 times Canadian levels. Celebrex (celecoxib), which has a US black box and was subject to three safety advisories in Canada, was the most heavily advertised drug on Canadian television in 2005 and 2006. Of 8 brands with >$500,000 spending, which together accounted for 59% of branded DTCA in all media, 6 were subject to Canadian safety advisories, and 4 had US black box warnings. Conclusions/Significance Branded ‘reminder’ advertising has grown rapidly in Canada since 2000, mainly due to a growth in television advertising. Although DTCA spending per capita is much lower in Canada than in the US, there is no evidence of safer content or product choice; many heavily-advertised drugs in Canada have
Out-of-category brand imitation : Product categorization determines copycat evaluation

NARCIS (Netherlands)

van Horen, F.; Pieters, Rik

2017-01-01

Copycat brands imitate the trade dress of other brands, such as their brand name, logo, and packaging design. Copycats typically operate in the core product category of the imitated brand under the assumption that such “in-category imitation” is most effective. In contrast, four experiments
ERP evidence for consumer evaluation of copycat brands.

Science.gov (United States)

Shang, Qian; Pei, Guanxiong; Jin, Jia; Zhang, Wuke; Wang, Yuran; Wang, Xiaoyi

2018-01-01

Copycat brands mimic brand leaders to free ride on the latter's equity. However, little is known regarding if and how consumers confuse copycat as leading brand in purchasing. In this study, we applied a word-pair evaluation paradigm in which the first word was a brand name (copycat vs. normal brand both similar with a leading brand in category), followed by a product name (near vs. far from the leading brand's category). Behavioral results showed that, when the product is near the leader's category, the copycat strategy (CN) was more preferred compared to the normal brand (NN) but not different in the far product condition (CF and NF). Event-related potential (ERP) data provided further insight into the mechanism. The N400 amplitude elicited by the CN condition was significantly smaller than NN. However, when products are far from the leader's category, there was no significant difference in N400 amplitudes. For the late positive component (LPC), the CN gave rise to a larger amplitude than the CF. The N400 amplitude was suggested to reflect the categorization process, and the LPC demonstrated the recollection process in long-term memory. These findings imply that the copycat brand strategy is generally only effective when products are within the category of the leading brand, which offers important implications for marketing practices.
Brand Evaluation and Consumers' Preference towards Pioneer and Follower Brands: Empirical Study on Dairy Products

Directory of Open Access Journals (Sweden)

SP Syahlani

2011-05-01

Full Text Available Abstract. The aims of this research were to identify brand recall as well as to analyze consumers’ attitude and consumers’ preference toward pioneer and follower brands on processed dairy product. One hundred and fifty housewives were engaged as respondents in this research. The techniques used in the data analysis were non parametric two related sample test, one sample t-test and independent sample t-test. The result indicated that each of the product category, the percentage of the pioneer brand preference was higher than follower brand, namely Ultra Milk (87.30%, Yakult (94.70%, Anlene (93.30% and Kraft (98.70%. The result showed that from 150 respondents were able to correctly recall Ultra Milk (66.70%, Yakult (86.70%, Anlene (82.70% and Kraft (96.00% as the pioneer brand on each product category. Furthermore, the results showed that the average consumer attitudes were higher toward the pioneer brands than the follower brands. The result also indicated that consumers preferred pioneer brands than follower brands for the same flavour, quality and price. The result led to conclusion that consumers retrieved or recalled pioneer brands more correctly than follower brands. Moreover, consumers had a more favourable attitude to pioneer brands than to follower brands, in which consumers preferred to purchase the pioneer brands products to those of the follower brands concerning the farm-manufactured products of UHT milk, pro-biotic milk, high-calcium milk and cheese. Key Words: brand retrieval, brand recall, attitudes, preference
Brand Medications and Medicare Part D: How Eye Care Providers' Prescribing Patterns Influence Costs.

Science.gov (United States)

Newman-Casey, Paula Anne; Woodward, Maria A; Niziol, Leslie M; Lee, Paul P; De Lott, Lindsey B

2018-03-01

To quantify costs of eye care providers' Medicare Part D prescribing patterns for ophthalmic medications and to estimate the potential savings of generic or therapeutic drug substitutions and price negotiation. Retrospective cross-sectional study. Eye care providers prescribing medications through Medicare Part D in 2013. Medicare Part D 2013 prescriber public use file and summary file were used to calculate medication costs by physician specialty and drug. Savings from generic or therapeutic drug substitutions were estimated for brand drugs. The potential savings from price negotiation was estimated using drug prices negotiated by the United States Veterans Administration (USVA). Total cost of brand and generic medications prescribed by eye care providers. Eye care providers accounted for $2.4 billion in total Medicare part D prescription drug costs and generated the highest percentage of brand name medication claims compared with all other providers. Brand medications accounted for a significantly higher proportion of monthly supplies by volume, and therefore, also by total cost for eye care providers compared with all other providers (38% vs. 23% by volume, P total cost, P total cost attributable to eye care providers is driven by glaucoma medications, accounting for $1.2 billion (54% of total cost; 72% of total volume). The second costliest category, dry eye medications, was attributable mostly to a single medication, cyclosporine ophthalmic emulsion (Restasis, Allergan, Irvine, CA), which has no generic alternative, accounting for $371 million (17% of total cost; 4% of total volume). If generic medications were substituted for brand medications when available, $148 million would be saved (7% savings); if generic and therapeutic substitutions were made, $882 million would be saved (42% savings). If Medicare negotiated the prices for ophthalmic medications at USVA rates, $1.09 billion would be saved (53% savings). Eye care providers prescribe more brand
Factors Influencing Brand Loyalty For Samsung Mobile Users In Nepal

OpenAIRE

Singh, Bikash

2016-01-01

Master's thesis Business Administration BE501 - University of Agder 2016 Brand loyalty is one of the key element to success for the business organization. There is a high competition between the brand of the smart phone companies, so it is necessary to develop customer trust to build brand loyalty. The study aims to identify the factors influencing brand loyalty in Nepalese market. The model studies the effect of different independent variables that determines brand loyalty. Regression ana...
Pharmaceutical companies and their drugs on social media: a content analysis of drug information on popular social media sites.

Science.gov (United States)

Tyrawski, Jennifer; DeAndrea, David C

2015-06-01

Many concerns have been raised about pharmaceutical companies marketing their drugs directly to consumers on social media. This form of direct-to-consumer advertising (DTCA) can be interactive and, because it is largely unmonitored, the benefits of pharmaceutical treatment could easily be overemphasized compared to the risks. Additionally, nonexpert consumers can share their own drug product testimonials on social media and illegal online pharmacies can market their services on popular social media sites. There is great potential for the public to be exposed to misleading or dangerous information about pharmaceutical drugs on social media. Our central aim was to examine how pharmaceutical companies use social media to interact with the general public and market their drugs. We also sought to analyze the nature of information that appears in search results for widely used pharmaceutical drugs in the United States on Facebook, Twitter, and YouTube with a particular emphasis on the presence of illegal pharmacies. Content analyses were performed on (1) social media content on the Facebook, Twitter, and YouTube accounts of the top 15 pharmaceutical companies in the world and (2) the content that appears when searching on Facebook, Twitter, and YouTube for the top 20 pharmaceutical drugs purchased in the United States. Notably, for the company-specific analysis, we examined the presence of information similar to various forms of DTCA, the audience reach of company postings, and the quantity and quality of company-consumer interaction. For the drug-specific analysis, we documented the presence of illegal pharmacies, personal testimonials, and drug efficacy claims. From the company-specific analysis, we found information similar to help-seeking DTCA in 40.7% (301/740) of pharmaceutical companies' social media posts. Drug product claims were present in only 1.6% (12/740) of posts. Overall, there was a substantial amount of consumers who interacted with pharmaceutical
Pengaruh Brand Personality Pada Brand Trust, Brand Attachment, Brand Commitment, Dan Brand Loyalty

OpenAIRE

Sabrina, Yana Anggi; Khoiriyah, Siti

2011-01-01

This study aims to examine the effect of brand personality on brand trust, brand attachment, brand commitment and brand loyalty. Structural Equation Modeling (SEM) is used as analytical method. This study used purposivesampling techniques for sampling, as many as 230 young people aged 18-21 years old who live in Surakarta and intends to be loyal to soft drink Coca-Cola brand. This study shows positive effect brand personality tobrand trust, brand commitment and brand loyalty; positive effect ...

Remediating politics: brand(ed) new sexualities and real bodies online.

Science.gov (United States)

Fotopoulou, Aristea

2013-01-01

This article suggests that, in a world emerging in and through mediation, branded sex bloggers and portals become (re)mediators of queer and feminist politics. It examines the websites of two porn production companies, Nofauxxx and Furry Girl, and analyses how they respond to older media forms, re-articulate long-standing debates about pornography in new mediated environments, and re-signify the pornographic object. Key in this process is the circulation of "authenticity," "real bodies," and "diversity" discourses. Through this circulation, sex blogger/brand portals mediate models of queer and feminist political engagement entrenched with notions of digital networks and free markets more generally.
The Role of Branding in Small and Medium-Sized Enterprises

Directory of Open Access Journals (Sweden)

Franc Vidic

2013-12-01

Full Text Available The purpose of this article is to show the relationship between branding and brand management in small and medium-sized enterprises (SMEs. Traditionally, branding was associated with large and global corporations. However, we often forget that small and medium-sized enterprises also deal with their own names (brands in their own way. The study identified four types of businesses, regardless of their association with brands. We named these four types, as follows: Ignorant; User; Low-Cost Producer; and Differentiation Producer. If the first two types (i.e. Ignorant and User differ primarily in the extent to which they use simple branding activities, and are used mainly in the local market where the enterprises tend to operate, we found that the last two types (i.e. low-cost producers and differentiation producers design their branding strategies in accordance with their generic strategies and mode of growth.
The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry

Directory of Open Access Journals (Sweden)

Manilall Dhurup

2014-04-01

Rationale: The study sought to extend empirical evidence on the association between brand loyalty and product-related factors: packaging, price and brand awareness. Methodology: The study adopted a quantitative survey approach and was conducted in a paint retailing environment. Data were elicited from a conveniently selected sample of 212 consumers who purchased various brands of paint. Regression analysis and the one-way analysis of variance test were conducted to investigate the impact of packaging, price and brand awareness on brand loyalty. Findings: Packaging, price and brand awareness showed significant positive relationships with brand loyalty, which implied their significant predictive influence on brand loyalty. The results suggest that management should, inter alia, initiate and implement effective packaging, pricing and brand awareness in order to enhance consumers’ brand loyalty to the company’s products. Value of research: The research provides valuable insights to managers of companies on the need to continuously enhance their products’ packaging with competitive pricing strategies in order to improve brand awareness and brand loyalty and remain competitive in the market. The study also provides evidence of the relationship between brand loyalty and packaging, price and brand awareness in a South African context. Conclusion: The marketing success of businesses depends on their ability to continuously enhance their products’ packaging with competitive pricing and brand awareness strategies in order to improve brand loyalty. Future studies should be extended to other retailing environments and product categories.
Two-stage categorization in brand extension evaluation: electrophysiological time course evidence.

Directory of Open Access Journals (Sweden)

Qingguo Ma

Full Text Available A brand name can be considered a mental category. Similarity-based categorization theory has been used to explain how consumers judge a new product as a member of a known brand, a process called brand extension evaluation. This study was an event-related potential study conducted in two experiments. The study found a two-stage categorization process reflected by the P2 and N400 components in brand extension evaluation. In experiment 1, a prime-probe paradigm was presented in a pair consisting of a brand name and a product name in three conditions, i.e., in-category extension, similar-category extension, and out-of-category extension. Although the task was unrelated to brand extension evaluation, P2 distinguished out-of-category extensions from similar-category and in-category ones, and N400 distinguished similar-category extensions from in-category ones. In experiment 2, a prime-probe paradigm with a related task was used, in which product names included subcategory and major-category product names. The N400 elicited by subcategory products was more significantly negative than that elicited by major-category products, with no salient difference in P2. We speculated that P2 could reflect the early low-level and similarity-based processing in the first stage, whereas N400 could reflect the late analytic and category-based processing in the second stage.
The Impact Of Viral Marketing On Corporate Brand Reputation

OpenAIRE

Lawrence Mpele Lekhanya

2014-01-01

This paper reports on the impact of viral marketing on corporate brand reputation. The study aimed to analyse and evaluate the use of viral marketing and the impact it has on the reputation of corporate branding of South African companies. The study was conducted in four South African provinces. The sample consisted of 75 companies, selected using a stratified sampling method, with respondents completing a five-point Likert scale questionnaire with the assistance of an interviewer. The result...
The Impact of Marketing Mix Elements Toward Brand Equity Through Brand Awareness and Brand Image as Mediators in Bakery Industry in Indonesia

OpenAIRE

Chandra, Ivena Renata

2015-01-01

As the factor accompanying the rise of GDP of people in Indonesia, consumption habit in having meal is as well shifting from traditional staple to wheat based product such as bakery products. Knowing from this phenomenon, it is known that bakery industry in Indonesia is on the business's concern recently.The effort in having good brand equity in the consumer's eyes surely will bring long term profit for the companies that are playing in this industry. In order to have a good brand equity, mar...
Company X launch to the Chinese market

OpenAIRE

Gilles, Mylene

2012-01-01

The purpose of this thesis was to conduct a brand study for Company X, which pro-duces small and medium childcare products. The final objective was to have a better knowledge of the Chinese market to adapt as well as possible the Company X brand strategy comparing with competitors are doing in terms of brand strategy and entry mode solution. The introduction shows the purpose and the objectives of the thesis and the concep-tual framework including all the theoretical concepts developed. Th...
The impact of luxury brand-retailer co-branding strategy on consumers' evaluation of luxury brand image : the case of Taiwan

NARCIS (Netherlands)

Wang, Shih-Ching; Soesilo, P.K.; Zhang, D.; Benedetto, Di Anthony; Swan, K.S.; Zao, S.

2012-01-01

Luxury goods manufacturers may find it profitable to enter a different demographic segment, and several strategies are available to do so. Nevertheless, such market expansion can be risky, and the luxury goods company must avoid tarnishing the equity contained in the luxury brand. This study
The Relationship of Perceived Value, Service Quality, Brand Trust, and Brand Loyalty: A Literature Review

Directory of Open Access Journals (Sweden)

IKRAMUDDIN

2017-12-01

Full Text Available The concept of loyalty has evolved as an important issue in the world of marketing as companies are focusing their strategy in retaining customers and increasing their sales. The purpose of this study is to re-evaluate the involvement of various factors related to the perception of value, service quality, brand trust and brand loyalty in the industry of mobile phones through literature review and examination of previous research. Some studies have found that the observed variables are the key drivers of brand loyalty. However, other opinions are also presented for their different perspectives and a broader view of the research topic.
Product Line Rivalry with Brand Differentiation

OpenAIRE

Gilbert, Richard J.; Matutes, Carmen

1989-01-01

Competition with product rivalry is examined in a model where products are differentiated by both quality and brand name. With no commitment, firms produce a full product line. When firms can commit to restrict their product offerings, firms specialize if the degree of brand-specific differentiation is small and they produce a full product line if brand-specific differentiation is large relative to intrafirm differentiation. Firms may crowd a product space when all competitors would be better...
Strategic approach to branding of nations: Relevancy for Serbia

Directory of Open Access Journals (Sweden)

Rakita Branko

2009-01-01

Full Text Available Building and managing brands becomes very important marketing tool in nowadays business. Branding is being pulled out from a strictly marketing area and becomes business component of a strategic importance. It is applying to products, services, companies, but also to events, people, ideas, institutions, destinations. Basically, almost everything can be branded. The subject of this paper is strategic approach to branding of nations. The paper contains review of relevant literature for the topic. Specifics of this type of branding have been analyzed. Detailed concept of strategic approach to branding of nations is a vital part of the paper. Relevancy of strategic approach to branding for Serbia is discussed at the end.
Branding a Lifestyle : Case: Nike

OpenAIRE

Anttonen, Suvi

2015-01-01

It is easy to assume marketing only as selling and advertising, but nowadays it is more sensed as satisfying customer needs and creating deeper customer relationships. Traditional marketing is still very important, but there has been a shift to new and emerging forms of communication such as interactive electronic media. In recent years, branding has become a fundamental part of companies, organizations and even individuals. Brands are everywhere and a part of everyone’s life helping people t...
Pharmaceutical Companies and Their Drugs on Social Media: A Content Analysis of Drug Information on Popular Social Media Sites

Science.gov (United States)

2015-01-01

Background Many concerns have been raised about pharmaceutical companies marketing their drugs directly to consumers on social media. This form of direct-to-consumer advertising (DTCA) can be interactive and, because it is largely unmonitored, the benefits of pharmaceutical treatment could easily be overemphasized compared to the risks. Additionally, nonexpert consumers can share their own drug product testimonials on social media and illegal online pharmacies can market their services on popular social media sites. There is great potential for the public to be exposed to misleading or dangerous information about pharmaceutical drugs on social media. Objective Our central aim was to examine how pharmaceutical companies use social media to interact with the general public and market their drugs. We also sought to analyze the nature of information that appears in search results for widely used pharmaceutical drugs in the United States on Facebook, Twitter, and YouTube with a particular emphasis on the presence of illegal pharmacies. Methods Content analyses were performed on (1) social media content on the Facebook, Twitter, and YouTube accounts of the top 15 pharmaceutical companies in the world and (2) the content that appears when searching on Facebook, Twitter, and YouTube for the top 20 pharmaceutical drugs purchased in the United States. Notably, for the company-specific analysis, we examined the presence of information similar to various forms of DTCA, the audience reach of company postings, and the quantity and quality of company-consumer interaction. For the drug-specific analysis, we documented the presence of illegal pharmacies, personal testimonials, and drug efficacy claims. Results From the company-specific analysis, we found information similar to help-seeking DTCA in 40.7% (301/740) of pharmaceutical companies’ social media posts. Drug product claims were present in only 1.6% (12/740) of posts. Overall, there was a substantial amount of consumers
The Coo Effect in the International Brand Positioning Strategy

Directory of Open Access Journals (Sweden)

Barbara Kobuszewski Volles

2016-12-01

Full Text Available Abstract Purpose: This study aims to develop a model in order to understand how Chinese companies strategically position their brands, considering the causes of the country of origin (COO effect, when going through the process of internationalization. Design/methodology/approach: The study approach a qualitative case study that incorporates two different Chinese companies with subsidiaries settled in Brazil. It was conducted depth interviews with different components of the studied firms. Findings: In this way, it was developed a model that try to explain the positive and/or negative effect of general attributes from China (labor market, institution framework and education on the brand positioning divers (value preposition, points of leverage, primary target and image reinforcement, which influences on the cost-benefit strategy approach of the brands when positioning internationally. Research limitations/implications: Considering that this research is a qualitative study of two Chinese companies, further qualitative and quantitative studies would be fruitful to the validity of the presented model. Originality/value: In order to contribute to the academic field, it was found that this research present a unique model considering different causes of the COO effect that might affect the international branding positioning.
The effects of service quality and corporate rebranding on brand image, customer satisfaction, brand equity and customer loyalty: study in advertising company at tvOne

OpenAIRE

CHANIAGO ASPIZAIN

2016-01-01

The purpose of this study was to analyze the effects of service quality on brand image, service quality on customer satisfaction, service quality on brand equity, service quality on customer loyalty, corporate rebranding on brand image, corporate rebranding on customer satisfaction, corporate rebranding on brand equity, brand image on customer satisfaction, corporate rebranding on customer loyalty, brand image on brand equity, brand image on customer loyalty, customer satisfaction on customer...
Are the strategic stars aligned for your corporate brand?

Science.gov (United States)

Hatch, M J; Schultz, M

2001-02-01

In recent years, companies have increasingly seen the benefits of creating a corporate brand. Rather than spend marketing dollars on branding individual products, giants like Disney and Microsoft promote a single umbrella image that casts one glow over all their products. A company must align three interdependent elements--call them strategic stars--to create a strong corporate brand: vision, culture, and image. Aligning the stars takes concentrated managerial skill and will, the authors say, because each element is driven by a different constituency: management, employees, or stakeholders. To effectively build a corporate brand, executives must identify where their strategic stars fall out of line. The authors offer a series of diagnostic questions designed to reveal misalignments in corporate vision, culture, and image. The first set of questions looks for gaps between vision and culture; for example, when management establishes a vision that is too ambitious for the organization to implement. The second set addresses culture and image, uncovering possible gaps between the attitudes of employees and the perceptions of the outside world. The last set of questions explores the vision-image gap--is management taking the company in a direction that its stake-holders support? The authors discuss the benefits of a corporate brand, such as reducing marketing costs and building a sense of community among customers. But they also point to cases in which a corporate brand doesn't make sense--for instance, if you are a product incubator, if you've recently experienced M&A activity, or if you are expecting fallout from risky ventures.
BRAND AS A SOURCE OF COMPETITIVE BANKS IN POLAND

Directory of Open Access Journals (Sweden)

Justyna Rutecka

2016-06-01

Full Text Available Competition companies enterprises in every sector of the economy. In the age of twenty-first century all parties compete with each other for recognition and trust of cus-tomers. It is a tough challenge especially in the banking services sector. These institutions are not able to stand out in the market offer, because this is similar to competitors. High barriers to entry and a large number of entities that provide services similar to banks threaten these organizations. Currently on the market of banking services is proving to be an important brand. Distinguishing itself from the competition image and brand loyalty is a source of advantage for Polish banks. The building of a strong brand plays an important role such factors as internal communication-on company, advertising, business processes, quality, relations with investors and customers. Its construction is a challenge for many banks, because around it must focus on the whole strategy of the company.
Commitment and Switching Intentions: Customers and Brands

Directory of Open Access Journals (Sweden)

Juliana Werneck Rodrigues

2012-12-01

Full Text Available This study aims to evaluate the relationship between a customer’s brand switching intentions and his commitment to a brand. Based on a literature review, constructs related to customer brand commitment were identified (affective and continuance commitment, trust, satisfaction, switching costs and alternative attractiveness and their roles in the formation of brand switching intentions hypothesized. Through a cross-sectional survey, a sample of 201 smartphone users was collected to test the proposed relationships. Data analysis was carried out via structural equations modeling, with direct effects of trust, satisfaction, switching costs and alternative attractiveness upon the different kinds of commitment being verified. Furthermore, both types of brand commitment (affective and continuance were found to negatively impact a customer’s intention to switch brands. Regarding enterprise customer strategies, the research findings suggest that, if firms are able to track customer brand commitment, they could use such knowledge to develop better relationship strategies, minimizing customer defection and further developing customer value to the company.
INDUSTRIAL BRANDING – DOES IT PAY OFF?

Directory of Open Access Journals (Sweden)

Anca BUTNARIU

2017-12-01

Full Text Available In a world characterized by the growth of global competition, a key question raised by business-to-business marketers is if brands in industrial markets really pay off, that is in which contexts and for what type of customers branding efforts are important and can bring competitive advantages for the companies owning those brands. The particularities and importance of branding in business has become a major field of scientific debate in the last years, but there are still questions unanswered and aspects unclear and under researched. Traditionally, B2B managers have been more skeptical about the benefits of branding, arguing that the organizational buying process is rational and focused on functional characteristics of the products and not based on the emotional values used in the B2C context. In this paper, we review the literature on brand equity in industrial markets and propose a synthetic conceptual model, with the purpose to shed more light on the issue of industrial branding.
Creating visual guidelines for a Finnish fashion brand

OpenAIRE

Morozova, Elizaveta

2017-01-01

Visual communication is an essential part of branding. Visual elements like logo, brand colours, and typography create associations with a brand and make it distinctive. Graphic design is a tool for visual communication that allows creating aesthetic and functional visual elements that convey some messages. The client of this thesis is a Finnish fashion company that does not have clear and consistent visual image, and the goal is to create it based on company’s values and desired image...

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