Abstract
The paper makes an empirical contribution to the debate on brand value by questioning the concept of intrinsic equity as opposed to market advantage due solely to the size of market share.
While only one specific industry is covered by the research, striking patterns familiar to analysts of consumer markets are found which should make all marketing professionals look for similarities in the markets for which they are responsible.
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1Philip Stern is Lecturer in Marketing and Strategic Management at Warwick Business School. As well as contributing to the MBA programmes, Dr Stern is actively involved in executive education and has managed the programmes run by Warwick for Nestlé UK for a number of years. He has worked in new product development and production management for Unilever and spent an enlightening period as a European Category Merchandiser for Avon Products.
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Stern, P. Prescriptions for branded and generic pharmaceuticals. J Brand Manag 2, 177–183 (1994). https://doi.org/10.1057/bm.1994.48
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DOI: https://doi.org/10.1057/bm.1994.48