Epilepsy- Changing a Market by Use of the Advanced Brand Model ©

Abstract

ABSTRACTIn the pharmaceutical world of today, large, global pharmaceutical companies with their portfolio of “super brands” threaten to dominate to the exclusion of smaller manufacturers. By using sophisticated brand modeling techniques, smaller players can still compete successfully. In the following paper, we explore how UCB has used brand modeling to ensure that its antiepileptic drug, Keppra®, succeeds against competitor brands with much greater resources.