Home|Journals|Articles by Year|Audio Abstracts
 

Research Article

EEO. 2021; 20(1): 2797-2801


Developing herbal medicinal brands through brand value chain

Dr. Ashutosh A. Paturkar, Dr. Aarti P. Deshpande.




Abstract

Brand value chain concept was proposed by Kevin Keller. The concept highlights the importance of marketing program investments, customer mind set, market performance and suggest program quality, market place conditions and investor sentiments and multipliers in the brand value chain. Herbal medicinal brands need to be communicated to target audience more effectively for higher acceptance
Recently a favourable reception to preparations is observed, particularly in the FMCG sector. However, the acceptance to herbal medicines is still less. To encash the opportunity presented by the shift in FMCG sector needs to be leveraged for the herbal medicines as well. Though herbal medicines are available over the counter (OTC), to accelerate the acceptance to herbal medicines, prescription from doctor’s will play a major role. For the doctor’s prescription communication to doctors through MR and/or trade journals are effective media.
This paper aims at improving the brand communication strategies of herbal medicines through brand value chain. Scientific brand communication strategies about the herbal medicines will improve acceptance to herbal medicines. Ancient Indian scriptures on herbal medicines and India’s rich biodiversity need to be leveraged for developing these brand communication strategies.
The brand communication strategies should aim at communicating the terminal benefits in terms of efficacy, lower instances of side effects and unwanted effects of herbal medicines.

Key words: Herbal Medicine, Brand Value Chain, Brand Communication






Full-text options


Share this Article


Online Article Submission
• ejmanager.com




ejPort - eJManager.com
Refer & Earn
JournalList
About BiblioMed
License Information
Terms & Conditions
Privacy Policy
Contact Us

The articles in Bibliomed are open access articles licensed under Creative Commons Attribution 4.0 International License (CC BY), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.