Brand Positioning
The core to brand building
Increasingly, pharmaceutical brands are less differentiated and more reliant upon marketing to 'create' differences.
Whilst functional brand attributes are an important part of doctors' decision-making, emotional branding can also be extremely powerful - after all, doctors are human beings, motivated by values and feelings. As such, brand positioning is an increasingly important tool for pharmaceutical marketers.
Synovate Healthcare's brand positioning framework extends from Diagnostics (defining the field of play) to Creation (defining the brand architecture) to Realisation (giving meaning to the brand) right through to Monitoring (tracking via our Brand Health Tracker framework).