Biomedical Engineering Reference
In-Depth Information
Table 9.1 (continued)
Strategy
Protection/exclusivity
Duration
Logic/tactics/how to
Source
Trademark purple color and
other recognizable attributes
Trademark and trade dress
Indefi nite
Build strong brand image related to use
of the drug and gain association with
color and benefi ts
Palczuk et al. ( 2004 )
Maintain strong marketing and
sales force presence
Business practices (no
formal protections)
Indefi nite
Maintain a strong brand recognition to
keep patients asking their doctors for
Prilosec or related drugs
Manchanda et al.
( 2003 )
Exit
N/A
N/A
Cash out. Save competitive battle, shift
resources
N/A
 
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