White Paper: Brand Identity in Anti-Infective Category

Brandcare, a specialist healthcare branding agency, has developed a white paper called “Brand Identity Matters”. This report gives a unique perspective into various aspects of building brand identity in anti-infective category in Indian Pharma market. The report is created with the help of Brandcare’s own proprietary brand communication database and repository called ROVING EYE.

Brand Identity is the reflection of the values and aims of the business as a whole. Consistency of this core idea strengthens the identity. The design forms the basis of a brand. Name, colors, fonts, logo, slogan are all elements which go to form the identity of the brand. If we add to it personal and clinical experience; the personality starts taking shape.

The new report “Brand Identity Matters” features following content:

• Study of colour palette used in creation of brand identity
• Significance of colours in communicating emotional appeal as well as brand values
• Pattern in use of images and illustration
• Naming pattern, to create memorable brand name
• Taglines communicating rational behind the brand and emotional response

Report Findings Highlight

Brandcare’s Market Research Team studied nearly 60 Brands from the anti-infective category to understand the style, pattern, trends. The summary of the findings from this study are:

• People make a subconscious opinion about a product/environment within 90 seconds of first viewing
  • Between 62% and 90% of that opinion is based on colour alone
  • Based on a visual analysis of nearly 60 Brands in the Indian context, we found that red and blue were predominant colours in the communication as well as identity creation
    • 90% to 95% of the anti-infective print advertisements are coloured either blue or red or designed with both colours
    • Red being the colour of aggression and dominance is used to symbolize the aggressive kill power and efficacy of antibiotics
    • Blue is used to evoke trust, confidence and reliance
    • The report talks about the following benefits of choosing appropriate colour:
      • Use of customary colours vs. sporadic colours
      • Symbolism (positive attributes that all colour may communicate)
      • Design Analysis (colour combination used)
      • As the first public face of the brand, the brand name is brand’s first advertisement. This is one element of the branding that will endure throughout its lifecycle and doesn’t have the liberty of change, unlike other branding elements of the branding mix
        • 80% to 90% of names are generic driven in this category
        • Company legacy works for some
        • Some use the abstract or the “Z” advantage to break the clutter
        • Indications and the efficacy of the antibiotics in targeted indications form the mainstay of promotion in this category. Unique messaging doesn’t seem to be creating leadership stance. There is an uncontrolled desire to be all to all. Compliance and dosing also form key messages.