Chaitanya Bharathi Institute of Technology, Gandipet, Hyderabad
Professor, Sri Krishnadevaraya Institute of Management,
Srikrishna Devaraya University, Anantapur.
promote the brand names as thecompany’s name to create a market
discover or patent the drug, now youcan give your name to the medicine
it is more expensive than generics, still
before the most popular brand recalls.
counterfeiting and knock offs. Whatshould be done to minimize the
work of the product brand beforelaunch – it builds a reputation. That’swhy people are doing it.”2 The
branding felt that corporate brandingwould work well with doctors, since
company’s most valuable asset, as itnot only ensures repeat sales for the
differentiation and to the patentsystem. Additionally, the intellectual
molecule contribute to the ‘productbrand on a pedestal’ approach to
& Drug Administration (USFDA)mentioned that the drug, when taken
annually to Eli Lilly’s sales. Eli Lilly
dysfunction (also called impotence).
drug. In 2004, Viagra’s sales touched$ 1.87 billion.
Similarly, ‘Aspirin’ is more popular than ‘Bayer.’ Many of P&G’s individual
products such as Pampers, Crest, Head & Shoulders, Mr. Clean, Old Spice,Lacoste, Oral-B, Pantene, etc., are identified better by their brand names thanthe company that produces them. Brands evoke feelings of trust, integrity, andvalue for money, association, and pride in the consumer.
SALES OF ELI LILLY’S POPULAR DRUG BRANDS
were indeed prescribed by the doctor.
cholesterol elicits the name of Lipitor;and hay fever (also called pollinosis)
sells its fertilizer products directly tothe consumers. In this scenario,
their product is fully tested and ready.
between buying a known brandedproduct and an unknown, new
also its corporate value (See Table-4).
TOP TEN BRANDED DRUGS BY SALES DOLLARS (2001-2004)
a loss of $512 billion globally. Stealing
the $5 billion global sales. In 2001,General Motors bought Prilosec
worth $55 million for its employees.
mark protection teams to haveconstant market vigilance. Thecompanies
committees to protect their brandidentity and to sue the infringers for
have always been on the rise, cashingin on the popular drug brands. As per
RECENT KNOWN CASES OF MISUSE OF TRADEMARKS
Source: Compiled from www blonnet.com, www.lexorbis.com,www.paultan.org and other sources
Counterfeiting is prevalent in different countries across the world (See
Table 6). The best way to counterattack counterfeiting is to protect it byregistration and keep a vigil in the market to pre-empt infringement. The costof registering a trademark is very less as compared to the cost of litigation. Counterfeiting not only results in loss of sales revenue but also results indamaging the reputation of the global brands.
LEADING GLOBAL PRODUCERS OF COUNTERFEIT DRUGS
Source: Center for Pharmaeconomics Studies, University of Texas, Austin.
alternative for continuous andconstant progress of the companies.
extending its product line andproduct lifecycle. Whenever the
w w w . b r a n d c h a n n e l . c o m ,
Management Consultancy, “Withoutthe presence of a valuable brand, line
of an extendable brand, a franchiseis able to capture the minds and
Reality?” www.nhionline.net,January 13, 2003.
necessary time to plan and executeits strategies to counterattack its
many pharma companies to bebenefited and how counterfeiting can
w w w . b i o t e c h m e d i a . c o m ,
Office for Approval to LaunchSildenafil Citrate Despite Gloomy
Market,” www.pharmabiz.com,September 22, 2000.
to Hear Copycat-Products Case,”www.news.com.com, June 18,
www.brandchannel.com, March31, 2006.
“Pharmaceuticals: Where is theUpper?”
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