Only a few products become master brands – brands that not only are major for the company but also are market leaders – and are able to sustain that leadership. Building Brand Leaders™ shows marketers how to build their master brands, how to maximize brand value and achieve market leadership and for any brand, regardless of its potential. From post-launch to post-patent marketing, participants will learn how to build their brand leaders by managing the brand adoption process, and once they have become master brands, how to keep their brands on top. Importantly, Building Brand Leaders accelerates the development of concise strategies and big ideas, breaking the usual marketer’s habit of tactically-driven, formula pharmaceutical marketing. Throughout, we will use an actual pharmaceutical brand case study to challenge the participants and demonstrate the application of the principles being taught to a mid-life master brand.

Learning objectives

1-Learn the principles of modern pharmaceutical brand management and leadership

2-Understand the components of building Master Brands

3-Integrate product life cycle management and benchmarking best practices to sustain and manage brand value

4-Develop concise strategies and big moves for one’s brand that will drive the plan’s success

5-Heighten brand and market leadership mentality, to think in terms of how to shape markets rather than to follow them

Who Should Attend

All marketing and product managers. May also include cross-functional brand teams.