Vol. 7, Issue 9 (2018)

Author(s):
Dr. P Praveen Kumar and Rahul Nair

Abstract:
This study examines the perception of super specialists about branding in health care sector. It also measures the factors which influence the brand loyalty. It explains how the branding strategies impact the buying behaviour of a particular consumer or a group of consumer. This paper highlights the concept of surreptitiousness marketing used by pharmaceutical companies which help them to create a brand image for their drugs. The particular branding strategy is not only used in the pharmaceutical companies but also in other sectors. Branding of drugs is essential as it creates wakefulness about the medicines that the pharmaceutical companies are manufacturing. It depicts the quality of the medicine which initially leads to more prescription of drugs from the doctors.