About Us | Contact Us | RSS

Brandweek Home > Superbrands > Pharmaceutical Superbrands
 Pharmaceuticals: Prescription
For Rx Brands, Some Bitter Pills

By Michael Applebaum

It's not quite a spoonful of castor oil, but the prescription drug industry has had to open wide to swallow some very bitter medicine of late. Growth for 2007 has been anemic, due largely to stiff competition from generics and a dearth of new blockbuster treatments.
full story

PREV CATEGORY NEXT CATEGORY

Download: America's Top 2000 Brands
Download the full Superbrands package - the ultimate marketing resource.
Order Here
Top Brands by Category:
  Brand/Parent Company Lead Agency/Location Total Sales ($ billions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  PHARMACEUTICALS PRESCRIPTION
  1. Lipitor / Pfizer Kaplan Thaler Group / New York, NY 8.10 178.40 6.94 51 4.95 49  
  2. Nexium / AstraZeneca Saatchi & Saatchi / New York, NY 5.5 96.2 7.24 48 5.93 57.3  
  3. Advair Diskus / GSK Regan Campbell Ward McCann / New York, NY 4.3 120.8 7.83 34 6.16 58.3  
  4. Plavix / Sanofi-Aventis Saatchi & Saatchi / New York, NY 3.9 174.4 6.60 25 5.60 51.4  
  5. Seroquel / AstraZeneca Draftfcb / Chicago, IL 3.5 32.9 N/A N/A N/A N/A  
  6. Singulair / Merck DDB / New York, NY 3.4 80.7 7.08 40 5.56 53.1  
  6. Enbrel / Amgen Draftfcb / Chicago, IL 3.4 7.00 N/A 11 5.10 49.0  
  6. Prevacid / TAP Deutsch / New York, NY 3.4 0.3 6.81 37 5.87 53.6  
  7. Aranesp / Amgen Abelson-Taylor / Chicago, IL 3.2 0 7.79 4 4.95 48.0  
  8. Epogen / Amgen CDM / New York, NY 3.1 0 7.53 5 4.47 50.0  
PREV CATEGORY NEXT CATEGORY Sources: IMS Health/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)

Retail: Best Buy is a leading mobile-phone retailer—isn't that enough? Apparently not. Last month, the big-box retailer acquired 50% of The Carphone Warehouse, which has 2,400 stores in nine European countries. The cost: $2.1 billion.
Travel: Airlines ranked last in customer satisfaction in a recent consumer survey. Combine that with the challenge of rising fuel prices and airline marketers face big challenges in 2008.
Beer, Wine & Liquor: Yellow Tail spent about $13 million on its "Tails you win" campaign. The effort helped grow the brand by yet another million cases in 2007. Having already made wine more approachable, the Australian import has now entered the sparkling wine segment.

Tracking Successful Pharmaceutical Marketing Strategies

Brandweek is a marketing magazine that does more than just report the news affecting the marketing industry. We also take the time to recognize the best marketers and most effective marketing strategies in our annual Superbrands report. Get it and discover the top brands in pharmaceuticals, retail, food products and more.
Reading a Branding and Marketing News Magazine, such as Brandweek, is important for those who work in the branding business. The content provided by Brandweek will allow readers to gain a solid understanding of how effective branding affects industry trends and much more. With a print subscription to Brandweek, you will receive all of the tips you need to stay on top of trends in brand development and more tools for more effective brand marketing strategies. Our exclusive Superbrands list details the largest media spenders, best brand strategies of the year and highlights those companies that optimized brand loyalty among consumers. Brandweek also honors the Marketer of the Year in our highly-anticipated special report. To help put things into perspective we encourage professionals developing brands, corporate branding strategies, and retail marketing strategies to post commentary and opinions on our news and feature editorials as well as our blog. Brandweek is proud to announce its Mobile service, for the branding and marketing professional on the go. Use your cell phone, PDA or Blackberry to gain instant access to the latest brand marketing news, trends and data in the industry. We know incorporating brand industry news into your everyday life is a must for industry professionals to stay innovative - so we make it possible to read Brandweek online, in print or on the go!
Advertising Opportunities | About | Contact | Sitemap | RSS | Superbrands | Brand Marketing Home | Brand Marketing News | Brand Marketing Special Reports | Marketing Data Center |
Brand Marketing Community | Online Branding Multimedia | Current Issue | Subscribe | Newsletter | Login | Mobile Brand Marketing and News

© 2008 Nielsen Business Media. All Rights Reserved. Read our TERMS OF USE & PRIVACY POLICY