Listing Of Brand Management Process Parameters In Multinational Companies And Indian Origin Companies In The Biopharmaceutical & Pharmaceutical Industry

Abstract

Brand management is a departmental function of marketing that

 conceptualizes, designs, manages trademarked brands or portfolio of brands. The biopharmaceutical companies in India internalizes the brand management processes diligently, but certain differences arise in terms of the actual processes/systems. The following paper identifies the parameters for brand management of both the Indian as well as the MNCs with respect to the parameters that are evaluated for implementation of the brand management processes. ^{7.(Dogramatzis, 2002b)}