Danielle Larkin |
Name: Danielle S. Larkin
School: Alcorn State University Major: Business Administration Mentor: Dr. Douglas W. Vorhies Expected Graduation Date: May 2009 Organizations & Honors:
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ABSTRACT
Brand Equity in the Pharmaceutical Industry: Strategies for Transferring Brand Equity to New Products
| The purpose of this pilot study is to determine the best strategy for transferring brand equity from a prescription drug. On average, pharmaceutical companies dedicate 30% of their spending for marketing and administration (Angell, 2004). However, new prescription drugs are under patent protection for a limited time, which means that after patent expiration, the brand is susceptible to generic competition. This study examines the strategies taken by Schering-Plough in respect to Claritin and Clarinex, AstraZeneca with Prilosec and Nexium, and Eli Lilly with Prozac, to determine the best strategy for transferring brand equity after patent expiration. |