Topic: Branding


Posted by mojtaba.janesari on 125 Points
I have questions about branding in the field of medicine. I am the Marketing Manager at Herbal Pharmaceutical Company. Currently our products are stronger than the brand. So we started rebranding. The first question is this process right, and the second question, which path should be chosen?
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  • Posted by mgoodman on Accepted
    Who is your primary target audience? Where? This will make a big difference in how you balance the emphasis on individual products/brands and the company brand.

    Generally if the individual products appeal to different audiences and needs, you will want to keep them each focused on their own niches. If they appeal to the same audience and need, then there could be a case for branding the company.

    Note that if your situation is the latter, you may want to merge the different product lines under the strongest brand identity and drop (or phase out) the others.
  • Posted by timo kruskopf on Accepted
    Moderator's comments correct. Think issue as investment: now you have allocated $XXXX into your brand account and re-branding will make most of it disappear.
    So careful what you decide. Historical evidence does not support re-branding projects. Especially when it comes to company brand, not product brand. Consistency makes the king. In herbal usually the main ingredient is the main issue customer's are looking for. Brand is the quality assurance - product keeps it promise year after year.
  • Posted by grill2018madonna on Accepted
    Before starting anything you need to decide your target audience. What products or services are you looking for and your competitor as well. I agree with both of them.
  • Posted by Shelley Ryan on Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!


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