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Introduction

In: Brand Medicine

Author

Listed:
  • Tom Blackett

    (Interbrand)

Abstract

It seems extraordinary that one of the world’s largest consumer good markets — pharmaceuticals — should for so long have flourished with little help from brands. In most other industries, manufacturers, suppliers of services and retailers use branding techniques to help secure competitive advantage. Indeed, increasingly these days, it is the brand which provides the sole means of differentiation, as Fortune magazine famously said: In the 21st century, branding ultimately will be the only unique differentiator between companies. Brand equity is now a key asset. What Fortune is asserting is that sooner or later, given the increasing ubiquity of capital, technology and skilled workforces, most companies in most industries will be competing on a level playing field. In these circumstances the reputation encapsulated in their brands will become the chief determinant of customer choice.

Suggested Citation

  • Tom Blackett, 2001. "Introduction," Palgrave Macmillan Books, in: Tom Blackett & Rebecca Robins (ed.), Brand Medicine, pages 1-5, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-52251-0_1
    DOI: 10.1057/9780230522510_1
    as

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