Abstract

The importance of branding as a tool for differentiation in the highly competitive pharmaceutical industry in Ghana has come to the fore due to competition and the influx of fake drugs. The purpose of this study was to assess the perception of managers about the strategic role branding plays in the marketing of pharmaceutical products in Ghana. Sixty respondents were sampled from three pharmaceutical companies. A structured questionnaire was used to collect data from respondents. Data was analysed using descriptive and inferential statistic using Statistical Package for the Social Sciences (SPSS) software. The findings of the study indicate respondents perceive that branding plays a significant role in the sale of pharmaceutical products, helps consumers to easily identify with the brand and helps pharmaceutical companies in communicating tangible differences of their brands to differentiate them from competing brands. The study further revealed that there exists a significant relationship between perceived roles of branding and marketing of pharmaceutical products. Finally, the study clearly shows that the major challenge confronting pharmaceutical companies in Ghana is the sale of imitated pharmaceutical products on the market. The study recommends that management of pharmaceutical companies seek government support in terms of stricter enforcement of laws governing imitation of pharmaceutical products and also improve upon their quality and packaging.

Key words: Branding; consumer decision making, pharmaceutical industry, Ghana.