Pharma Brand Personality Traits Imbuing Brands With Human Characteristics Can Boost Sales
According to Lea Katsanis, PhD, Marketing Professor at Concordia University’s John Molson School of Business, developing a strong brand personality is an important way that pharmaceutical marketers can increase brand loyalty, brand trust, and ultimately brand equity.
Dr, Katsanis recently published results of a study that investigated the existence of prescription drug brand personalities as perceived by consumers in the Journal of Consumer Marketing. She was a guest on Pharma Marketing Talk on February 14, 2014, where she discussed the results of that study.
This article summarizes the results of the study.
Subjects include (partial list):
- Defining Brand Personality
- Research Methodology
- Competence & Innovativeness
- What About Niche Brands?
- The Dark Side of Brand Personality Positioning
- Corporate Reputation of Pharma – The Patient Perspective
Download the full text PDF file here:
Issue: Vol. 13, No. 2: February 2014