African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4194

Full Length Research Paper

Assessing the role of branding in the marketing of pharmaceutical products in Ghana: A case of three pharmaceutical companies

Peter Anabila
  • Peter Anabila
  • Department of Marketing, Central Business School, Central University College, Dansoman Accra, Ghana.
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Dadson Awunyo-Vitor
  • Dadson Awunyo-Vitor
  • Department of Agricultural Economics, Agribusiness and Extension, Kwame Nkrumah University of Science and Technology, Kumasi-Ghana.
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  • Google Scholar


  •  Received: 25 November 2013
  •  Accepted: 09 June 2014
  •  Published: 31 July 2014

References

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Kapferer JN (2004). The new strategic brand management (3rd ed.). London: Kogan Page.
 
Kapoor G, Epstein B (2004). Storms ahead: Can big pharma be saved? Brandweek 45:28-29.
 

Keller KL (2003). Strategic brand management: Building, measuring and managing brand equity. New Jersey, USA: Pearson Education International.

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Robert J, Price J, Malkin C (2007). Power of personality traits, socio-economic status and cognitive ability for predicting important life outcomes. Perspect. Psychol. Sci. 2(4):313-345.
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Schuiling I, Moss G (2003). A brand logic for pharma: A possible strategy based on FMCG experience. Int. J. Med. Market. 4(1):55-62.
 
Schuiling I, Moss G (2004). How different are branding strategies in the pharmaceutical industry and the fast moving consumer goods sector? J. Brand Manage. 11(5):366-380.
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WHO (2006). Counterfeit medicines. Fact sheet p.275.

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