1. Executive Summary
1.1 Brand Equity And Building Brand Architecture
1.2 Medicaldevice Branding And Marketing Strategies
1.3 Issues Affecting The Success Of A Global Brand
1.4 Executing Brand Strategy To Maximise Roi
2. Introduction
2.1 What Are The Origins Of Branding?
2.2 Branding History Of The Medical Device Sector
2.2.1 The Continued Evolution Of Branding And Its Components
2.3 The Target Audience
3.What’s In A Name?
3.1 Market Differentiation
3.1.1 Corporate Differentiation - Making Your Company Stand Out From The Crowd
3.1.2 Product Differentiation
3.1.3 Differentiation Conclusions
3.2 Customer Awareness
3.2.1 Creating Customer Awareness
3.2.1 Brand Equity
3.3 Corporate Motivation
3.4 Product And Corporate Protection
3.5 Competition Awareness (Partnerships And Alliances)
4. Branding Architecture
4.1 What Is Branding Architecture?
4.2 Branding Architecture Approaches
4.2.1 Product Branding
4.2.3 Range Branding
4.2.5 Shared Branding
4.2.6 Endorsed Branding
4.2.7 Corporate Branding
4.2.8 Sub-Brands
4.2.9 Brand Architecture Construction
5. Medical Device Branding And Marketing Strategies
5.1 The Ansoff Matrix
5.2 The Boston Matrix
5.3 Directional Policy Matrix
6. Issues Affecting The Success Of A Global Brand
6.1Choice Of Brand Name
6.1.1 The Brand Logo
6.1.2 Brand Inheritance
6.2 Promotion Of A Brand Name
6.2.1 Brand Promotion Through Clinical Trials
6.2.2 Direct To Patient Promotion
6.3 Customer Pressure And Loyalty
6.3.1 Customer Pressure
6.3.2 Customer Loyalty
6.2Cultural Influences Over Branding And Marketing
6.5 Pricing
7. Potential Returns Of Branding
7.1 Returns On Investment
7.2 Impact Of Global Branding On Shareholder Value
8. Company Examples
8.1 Ethicon
8.1.1 Background
8.1.2 Finance
8.1.3 Branding Structure
8.1.4 Branding Opinion
8.2 Ge Medical Systems
8.2.1 Background
8.2.2 Finance 89
8.2.3 Branding Structure
8.2.4 Branding Opinion
8.3 Guidant
8.3.1 Background
8.3.2 Finance
8.3.3 Branding Structure
8.3.4 Branding Opinion
8.4 Medtronic
8.4.1 Background
8.4.2 Finance
8.4.3 Branding Structure
8.4.4 Branding Opinion
8.5 Micro Medical
8.5.1 Background
8.5.2 Finan
8.5.3 Branding Structure
8.5.4 Branding Opinion
8.6 Mallinckrodt Imaging
8.6.1 Background
8.6.2 Finan
8.6.3 Branding Structure
8.6.4 Branding Opinion
8.7 Roche Diagnostics
8.7.1 Background
8.7.2 Finan
8.7.3 Branding Structure
8.7.4 Branding Opinion
