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VOL. 7, ISSUE 2 (2025)
A comprehensive literature review on impact of pharmaceutical brand management on the sales of the product
Authors
Suryakant Mhatarba Phapale
Abstract
Pharmaceutical brand management plays a pivotal
role in shaping consumer perception, influencing prescribing behavior, and
driving sales performance in an increasingly competitive and regulated market.
This comprehensive literature review synthesizes findings from 28 peer-reviewed
studies published between 2013 and 2025, focusing on the strategic impact of
branding on pharmaceutical product sales. The review explores key dimensions
such as digital marketing, brand equity, loyalty programs, influencer
engagement, and global branding strategies. Methodologies across the studies
include bibliometric analyses, case studies, surveys, and econometric modeling,
providing diverse insights into branding effectiveness. Findings indicate that
strong brand equity, digital transformation, and innovative positioning significantly
enhance market penetration and revenue growth. However, research gaps persist
in areas such as ROI measurement for digital branding, longitudinal studies on
loyalty programs, and comparative analyses across global markets. This paper
proposes a conceptual framework linking brand management strategies to sales
outcomes, offering actionable insights for pharmaceutical marketers and
researchers. Future directions emphasize integrating AI-driven branding tools,
sustainability-focused strategies, and cross-country comparative studies to
strengthen evidence-based marketing practices.
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Pages:143-146
How to cite this article:
Suryakant Mhatarba Phapale "A comprehensive literature review on impact of pharmaceutical brand management on the sales of the product". International Journal of Management and Economics, Vol 7, Issue 2, 2025, Pages 143-146
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