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Research papers

Assessing corporate brands and product brands in pharmaceuticals

The pharmaceutical industry follows a model where product brands stand alone and the company is not strongly linked to any specific prescription brand. This allows potential corporate protection should a leading brand have PR issues around a drug....

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Angelina Dolan, Alice Neal, Sally Graham, Nicole Liptrot
November 10, 2002