BHBIA Conference paper, “Noah Built the Ark Before the Flood; Can We Apply His Climatic Prescience to Quantitative Brand Equity Measurement?” Tom Hargroves, Novartis and Peter Winters, Brand Health International, 11.10-11.50am, Monday 23rd April 2007”, The Grove, Chandler’s Cross, Hertfordshire.
Peter Winters
20 Mar, 2007
Tom Hargroves, Novartis and Peter Winters, BHI present at the BHBIA Conference Paper on Measuring Brand Equity in Pharmaceuticals
The Grove, Chandler’s Cross, Hertfordshire
23 Apr, 2007
Increasingly, pharmaceutical companies would like to measure the value of their brands. They would also like to be able to measure what differentiates their brands from competitor brands, to measure what associations and emotional roles are relevant to their market, to measure the impact of their activities on the value of the brands over time, to have confidence that brand equity translates into sales – and, as the title of this paper suggests, to have prescience into future sales.
In this paper, we explore the concepts surrounding brand equity and the relevance to pharmaceuticals. To illustrate what can be done, we demonstrate the results from an online study of the UK ARB market. The study employs enabling techniques as well as brand-sensitive analysis. Inter alia, we hope the paper challenges the audience as to whether traditional “Usage and Awareness” tracking studies are now adequate for measuring brand performance and uptake.
Do come along to the paper – and ask questions. The paper is presented at the first morning of the conference from 11.10am to 11.50am. More details are on page 2 of the BHBIA conference programme.
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