Provisional Table of Contents
1. EXECUTIVE SUMMARY 5
- 1.1.1 Medical device branding and marketing strategies 9
- 1.2 Issues affecting the success of a global brand 11
- 1.3 Executing brand strategy to maximise ROI 12
2. INTRODUCTION 14
- 2.1 What are the origins of branding? 14
- 2.2 Branding history of the medical device sector 14
- 2.2.1 The continued evolution of branding and its components 14
- 2.3 The target audience 15
3. WHAT' S IN A NAME? 16
- 3.1 Market differentiation 16
- 3.1.1 Corporate differentiation ? making your company stand out from the
crowd 16
- 3.1.2 Product differentiation 19
- 3.1.3 Differentiation conclusions 21
- 3.2 Customer awareness 22
- 3.2.1 Creating customer awareness 23
- 3.2.1 Brand equity 25
- 3.3 Corporate motivation 26
- 3.4 Product and corporate protection 27
- 3.5 Competition awareness (partnerships and alliances) 28
4. BRANDING ARCHITECTURE 30
- 4.1 What is branding architecture? 30
- 4.2 Branding architecture approaches 32
- 4.2.1 Product branding 32
- 4.2.3 Range branding 35
- 4.2.5 Shared branding 37
- 4.2.6 Endorsed branding 38
- 4.2.7 Corporate branding 38
- 4.2.8 Sub-brands 39
- 4.2.9 Brand architecture construction 39
5. MEDICAL DEVICE BRANDING AND MARKETING STRATEGIES 41
- 5.1 The Ansoff matrix 43
- 5.2 The Boston matrix 44
- 5.3 Directional policy matrix 47
6. ISSUES AFFECTING THE SUCCESS OF A GLOBAL BRAND 50
- 6.1.1 The brand logo 51
- 6.1.2 Brand inheritance 54
- 6.2 Promotion of a brand name 56
- 6.2.1 Brand promotion through clinical trials 56
- 6.2.2 Direct to patient promotion 58
- 6.3 Customer pressure and loyalty 60
- 6.3.1 Customer pressure 60
- 6.3.2 Customer loyalty 61
- 6.5 Pricing 68
7 POTENTIAL RETURNS OF BRANDING 70
- 7.1 Returns on investment 70
- 7.2 Impact of global branding on shareholder value 76
8. COMPANY EXAMPLES 82
- 8.1 Ethicon 82
- 8.1.1 Background 82
- 8.1.2 Finances 82
- 8.1.3 Branding structure. 84
- 8.1.4 Branding opinion 87
- 8.2 GE Medical Systems 89
- 8.2.1 Background 89
- 8.2.2 Finances 89
- 8.2.3 Branding structure. 90
- 8.2.4 Branding opinion 92
- 8.3 Guidant 92
- 8.3.1 Background 92
- 8.3.2 Finances 93
- 8.3.3 Branding structure. 94
- 8.3.4 Branding opinion 95
- 8.4 Medtronic 97
- 8.4.1 Background 97
- 8.4.2 Finances 97
- 8.4.3 Branding structure. 99
- 8.4.4 Branding opinion 101
- 8.5 Micro Medical 102
- 8.5.1 Background 102
- 8.5.2 Finances 102
- 8.5.3 Branding structure. 103
- 8.5.4 Branding opinion 103
- 8.6 Mallinckrodt imaging 105
- 8.6.1 Background 105
- 8.6.2 Finances 105
- 8.6.3 Branding structure. 107
- 8.6.4 Branding opinion 108
- 8.7 Roche Diagnostics 110
- 8.7.1 Background 110
- 8.7.2 Finances 110
- 8.7.3 Branding structure. 111
- 8.7.4 Branding opinion 113
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