Brand Architecture within the Pharmaceutical Industry

Christoph Burmann, Christopher Kanitz

Research output: Chapter in Book/Report/Conference proceedingsChapterpeer-review


The pharmaceutical industry is confronted with high competition, decreasing growth rates and a lower number of new ingredients. These changes raise the question whether the current innovation and product-oriented business model is the right one to face future challenges. One of the most important constituents of change is to be able to manage all pharmaceutical brands within the complex pharmaceutical customer network. This calls for a systematic pharmaceutical brand architecture approach, which is still missing today. For this purpose a highly diversified brand architecture process is affiliated and structured in general and transmitted to the pharmaceutical industry. The research purpose based on derived evaluation criteria for the constitution of pharmaceutical brand architecture is affiliated. It states extensive upcoming empirical research which deals with the quantitative evaluation of pharmaceutical brand architecture.
Original languageEnglish
Title of host publicationThe Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World
Subtitle of host publicationProceedings of the Academy of Marketing Science
Number of pages10
Publication statusPublished - 2017
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Brand Commitment
  • Brand Equity
  • Medical Market
  • Organizational Citizenship Behavior
  • Product Brand

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