Branding and Trademarks: Grabbing Superior Market Share Through Early Research.

Business Editors

CHAPEL HILL, N.C.--(BUSINESS WIRE)--Sept. 24, 2003

World-class pharmaceutical companies maximize the economic potential of a compound by driving early lifecycle planning, according to a new study by pharmaceutical research firm, Best Practices, LLC. The study reveals how top companies employ early mapping techniques to drive powerful short- and long-term marketing platforms.

"Growing Lone Products Into Broad-Based Brands: Best Practices in Trademark and Branding Development", available at http://www3.best-in-class.com/rr212.htm , profiles the way brand teams promote quicker internal development, and drive out-licensing and strategic partnerships through lifecycle management activities. For example, one benchmark company used early lifecycle planning techniques to develop a dual brand strategy for on-and off-patent marketing. At patent expiration, the company developed a "zippy" brand name and image for the consumer-driven indication. An interviewed executive confirmed that this strategy has led to 20 to 30 percent more revenue from the compound.

Insights in "Growing Lone Products Into Broad-Based Brands: Best Practices in Trademark and Branding Development" were culled from in-depth interviews with brand managers and marketing executives involved in the branding decisions for more than 20 products. In addition to early planning strategies, the study contains:

-- Winning strategies in selecting the best customer segments

-- Power Ps: Positioning, Pricing, Promotions and Packaging-for

brand success

-- Tools for addressing medical needs and regulatory concerns

-- Techniques for managing sales force deployment for optimal

brand communications

"Recent FDA statistics show that about two-thirds of all new pharmaceutical products launched over the past 12 years grew from existing molecular entities," said Best Practices, LLC CEO Chris Bogan. "Branding and launching multiple indications of an active ingredient ensures a wider market penetration, increased profitability and utilization of all market opportunities."

Download a summary of "Growing Lone Products Into Broad-Based Brands: Best Practices in Trademark and Branding Development," at http://www3.best-in-class.com/rr212.htm . For more information, contact Susan Silverstein at [phone] or at [e-mail].

ABOUT BEST PRACTICES, LLC

Best Practices, LLC is a research and consulting firm that conducts work based on the principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies. For more information about Best Practices, LLC, call [phone], or visit the corporate website at http://www.best-in-class.com/.