Can Copaxone™ be Viagra™? On branding innovative drugs through design

In a world of intense competition and continuous innovation companies often make substantial investments in branding their offerings. Yet creating product brands is no small task, especially when the offering has a limited physical manifestation such as in the case of drugs: naturally importance is placed on package insert that documents the drug safety and efficacy much before any attention is given to the design of the package. Our global study looked to understand if and how can design augment and reinforce branding a product that’s known more for its intellectual assets than physical ones. Possible relationships of attributes that promote desired drug personalities and color design choices were examined across eleven jurisdictions making this global inquiry first in its kind in the pharmaceutical industry. Overall, color-attribute associations were found to be consistent within geographies with a limited set of relationships that showed universal properties. Results are reported and implications to product brands are offered