Results
Results are presented as per the review process. The findings regarding the relationship between product and drug, followed by brand and drug are presented. Then a special focus on branding and brand building theories is provided.
Product Drugs respond well to the definition of product (Table 1) because they are created by a certain process, in quantity, as a consequence of the action of the medical community and the pharmaceutical industry. They are also chemical substances offered for sales (biologics, a new generation of drugs that still respond to this definition). Because of these specificities and more precisely because products are matter, drugs (as products) are legally registered and protected by patents that grant inventors sole rights to their inventions. When drugs/products tend to become me-too –as generics or drugs with same active compound and
indications as others do – manufacturing companies seek to differentiate their product with value-added services in other word to build brands – a potentially profitable strategy. Unfortunately, companies often stumble in this effort.