Pharmaceutical branding is becoming increasingly important as the world of generic drugs has become more and more prominent. As the consumer and prescriber behaviour is changing pharmaceutical companies will require new branding strategies and models to remain competitive. The research results in this study presented in this book led to a creation of the new branding model called Multi-Sector Based Brand Equity model (MBBE). The book compares the strategies used by fast moving consumer goods (FMCG) and pharmaceutical industries and recommends that pharmaceutical companies take a hybrid approaches in creating their latest branding strategies.

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