An Evaluation of the Relationship between Branding and Customer Loyalty within the Pharmaceutical Industry

This research paper identifies the functions and processes of branding in relation to the pharmaceutical industry with a comparison to the Fast Moving Consumer Goods (FMCG) industry; using previous research demonstrating elements of branding being introduced in greater depth to the pharmaceutical industry; with the goal of adding measurability to ensure successful transition. The study considers the way in which the integration of increased branding will have mutual benefit for all stakeholders of the industry; whilst examining how an increase in branding provides alternative opportunities; ranging from customer centralised philosophy; to the benefits of managing a well contrived brand effectively. There is analysis of past literature; both in general and that of the pharmaceutical industry in particular; showing how to transform the marketing practices for the industry in which the pharmaceutical organisations operate. The methodology provides reasoning for the approach and techniques used within the study. In relation to the methodology the research findings are presented with relevant analysis undertaken. As part of the analysis, in order to grasp a critical and balanced view of the research findings, the results are compared to previous research findings amongst literature. The paper concludes with potential improvements that could be made in hindsight.