Q. Malandrino, Chairman of BrandLink Corporation to lead Pre-Conference Workshop at CBIs Forum on Pharmaceutical Branding*

It is important for a pharmaceutical company to give their products a face or identity to promote brand loyalty. Attend CBIs Forum on Pharmaceutical Branding to learn strategies to build a better brand, drive sales and create relationships with customers. This is the only event providing perspectives from 10 leading pharmaceutical executives as well as workshop and case study with cross-industry examples. As bad PR is plaguing DTC advertising, benefit from CBIs Pharmaceutical Branding event by gaining successful and innovative strategies to reach and build trust with your customers.

(PRWEB) August 10, 2003 -- Create and Sustain a Strong Brand Throughout the Product Lifecycle. Building a strong brand that will last throughout a products lifecycle is extremely important in building long-lasting relationships with targeted audiences. Developing a personality and identify that is tangible to customers will help promote the drug and increase sales. This workshop provides an understandable, logical and actionable overview of branding as a discipline that particularly relates to the pharmaceutical industry.

Topics include:
Branding as a Discipline - What is 'branding', what does it do, what are the components of it and how they are defined and intergrated with one another, 'branding' vs. 'identity', 'branding' vs. advertising and promotion.

Position Your Brand for Optimal Market Exposure - What is 'brand positioning', the positioning continuum, message segmentation vs. relevant audiences.

Establish and Maintain Your Brand Arhitecture - In creating a product brand, its relationship with the corporate 'source' brand (as well as with other brands in the portfolio) must be clearly defined.

Strategies for Naming your Brand - Naming Strategy, the Process of Naming, types of names, pitfalls, do's and don'ts, legal and trademark considerations.

During his 25 years in brand consulting, Q. Malandrino has been responsible for a wide range of branding programs in virtually every industry category. Prior to founding BrandLink, Mr. Malandrino was head corporate branding at Interbrand. There, Mr. Malandrino created Corporate Branding division and brought it to industry promineence with programs for Johnson & Johnson, Time Inc., Clicquot, Mayflower, Maxwell, Ford, Compaq, Ernst & Young, AT&T, BT, MCI, IBM, Glaxo, Red Cross, Boston Chicken, Coca-Cola and Control Data.

Mr. Malandrino formed BrandLink in 1994, to develop a new way to look at branding, serving clients such as Ortho Biotech, Amersham Biosciences, Duracell, Gillette, Disney, Ziff-Davis, Motorola, France Telecom, Georgia-Pacific, Johnson & Johnson, Boston Market, IBM and XO.

Mr. Malandrino will be joined by Jonathan Bell, Director of Naming at BrandLink. Mr. Bell comes from Interbrand, where he was head of the Strategic Naming division. He has been responsible for hundreds of naming and nomeclature strategies in every industry, for companies such as AT&T, Merrill Lynch, Compaq, Dell, IBM and Apple, Saturn, Michelin, BellSouth, MCI, Samsung, Gillette, UPS, Disney and Ziff-Davis. In particular, Mr. Bell's experience in pharmaceutical branding is extensive, having created new brands for Glaxo, Pfizer, Merck, SmithKilne Beecham, Nabi, Amgem and AstraZeneca, among many others.

Abbott Laboratories, Amgen, AstraZeneca, Noven Pharmaceuticals, Pfizer, Schwarz Pharma, Inc. and other top pharmaceutical executives will come together to share their experiences at CBIs Forum on Pharmaceutical Branding on August 14-15, 2003 at the Westin Princeton at Forrestal Village in Princeton, NJ.

For more information on this event or to register, contact CBI Registration at 800-817-8601 Fax 781-939-2490 Email cbireg@cbinet.com. Please visit our website at www.cbinet.com.

*See inside front cover of CBI brochure for workshop schedule.