Correspondence: Zahra Ladha, 1527 Vinson Creek Road West Vancouver, BC Canada V7S 2Y4. Tel: +1 604 926 8112; Fax: +1 604 926-0445; e-mail: Zahraladha@gmail.com

¹is a Marketing & Business Development professional currently working on obtaining her PhD in Marketing. Her Bachelor of Commerce and MBA degrees both specialised in Marketing and International Business. She has accumulated several years of experience working in the medical products and medical devices industries, in both the marketing and sales capacities. In addition, she is a lecturer on Marketing courses at Simon Fraser University. Upon completion of her PhD, she plans to become a full-time professor.

Abstract

Much research has been done on whether or not branding plays a role in consumer purchases. Consumer goods companies have followed a particular structure in how they brand their products. It is still debatable, however, if this model can be transferred and adapted to the pharmaceutical industry. This paper discusses branding in general together with its advantages and disadvantages. Next, the pros and cons of branding specific to the pharmaceutical company are discussed. Primary research is conducted by the author in order to supplement information learned through secondary research, in order to answer specific questions to gain a perspective on consumers' perceptions of branded versus generic drugs. Results are discussed, followed by recommendations about how to effectively brand pharmaceutical products.