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Brandcare Healthcare Releases a White Paper: Brand Identity in Anti-Infective Category

Mumbai, India, April 14, 2012 --( Brandcare, a specialist healthcare branding agency, has developed a white paper called “Brand Identity Matters”. This report gives a unique perspective into various aspects of building brand identity in anti-infective category in Indian Pharma market. The report is created with the help of Brandcare’s own proprietary brand communication database and repository called ROVING EYE.

Brand Identity is the reflection of the values and aims of the business as a whole. Consistency of this core idea strengthens the identity. The design forms the basis of a brand. Name, colors, fonts, logo, slogan are all elements which go to form the identity of the brand. If we add to it personal and clinical experience; the personality starts taking shape.

The new report “Brand Identity Matters” features following content:

-Study of colour palette used in creation of brand identity
-Significance of colours in communicating emotional appeal as well as brand values
-Pattern in use of images and illustration
-Naming pattern, to create memorable brand name
-Taglines communicating rational behind the brand and emotional response

Brandcare’s Market Research Team studied nearly 60 Brands from the anti-infective category to understand the style, pattern, trends. The summary of the findings from this study are:

-People make a subconscious opinion about a product/environment within 90 seconds of first viewing
-Between 62% and 90% of that opinion is based on colour alone
-Based on a visual analysis of nearly 60 Brands in the Indian context, we found that red and blue were predominant colours in the communication as well as identity creation

-90% to 95% of the anti-infective print advertisements are coloured either blue or red or designed with both colours
-Red being the colour of aggression and dominance is used to symbolize the aggressive kill power and efficacy of antibiotics
-Blue is used to evoke trust, confidence and reliance

The report talks about the following benefits of choosing appropriate colour:

-Use of customary colours vs. sporadic colours
-Symbolism (positive attributes that all colour may communicate)
-Design Analysis (colour combination used)

As the first public face of the brand, the brand name is brand’s first advertisement. This is one element of the branding that will endure throughout its lifecycle and doesn’t have the liberty of change, unlike other branding elements of the branding mix.

-80% to 90% of names are generic driven in this category
-Company legacy works for some
-Some use the abstract or the “Z” advantage to break the clutter

Indications and the efficacy of the antibiotics in targeted indications form the mainstay of promotion in this category. Unique messaging doesn’t seem to be creating leadership stance. There is an uncontrolled desire to be all to all. Compliance and dosing also form key messages.

About Brandcare
Brandcare is a specialist healthcare advertising and communications agency. Over the last decade, Brandcare has helped various brands traverse the changing pharmaceutical landscape with their incisive and evidence based communication strategies to establish category leaders. The agency’s key differentiator lies in its focus on healthcare. With in-depth understanding of the domain, the team supports with innovative, evidence-based solutions that bring real value to healthcare business. The agency’s clients include Pfizer, Cipla, Abbott, and other leading pharmaceutical companies.

You can get the full report by sending an email to Amruta Godbole
Contact Information
Brandcare Healthcare
Jini Mathai

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