... on the strategic, comprehensive branding model as described by Sanyal et al. (2013) . The constructs such as product branding, corporate branding, opinion leaders’ influence, customers’ (physicians’) perception and need achievement and brand age have been selected from the said model. Perceived...

... Pharmaceutical marketing Brand awareness Branding Opinion leaders Need achievement Branded generics Since marketing is a complex phenomenon, influenced by culture, business environment, consumer behaviour, a standardised global approach to branding may not always be applicable for a brand's local...