Brand Life Cycle Management: Myth or Reality?

With the pharmaceutical industry facing smaller pipelines and generics, the answer to extended product lives and increased profits may be brand life cycle management. The paper reveals that managing the life cycle of a brand has historically meant maximizing marketing investment for launch and sustaining a level of investment through peek, only to let brand go from boom to bust as patent expiry looms.

Provided by: Interbrand Topic: Date Added: Jun 2004 Format: PDF

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