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Consumers perceive and accept many brands within a certain trade group in different ways. By personifying a brand (How would you describe brand X if

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

it were a person?) we can find out, that for instance consumers perceive brand A as a young, impulsive, lively, attractive, energetic woman full of i

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

eas. In the same way could brand B be an elderly, conservative and relaxed man. The brand can also have a completely inexpressive and bad image. That

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

is how brand C may not have any real personal characteristics, slim, tall, unnoticeable and calm.

The image basically expresses a way a consumer thi

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

ks about the brand and the feelings the brand arouses when the consumer thinks about it. On the basis of these characteristics, which the consumer as

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ociates with the brand, the company can build a competitive advantage for its brand.

What sort of image should our brand have?

Before answering thi

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

s question it is important to take into account several factors and market circumstances: company goals, consumer wishes and expectations, trade grou

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

s and several other groups. A company builds its brand image through trade communication with its consumers. That is how a company informs the consum

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

r of what the brand represents, what its values are, what the company is offering or guaranteeing the consumer, what its advantages are, its qualitie

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

etc. The consumers interpret all obtained information and form a subjective perception of the brand or its image.

Why research the brand image?

Un

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

erstanding a brand image is of key importance to long-term management of a brand. It is also important how the consumers formed the brand and what ki

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

nd of relationship was formed with the brand - what the brand means to them and how they have accepted it. Understanding the relationship between con

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

umers and brands can help a company control its successful brand positioning and the efficiency of advertising.

How do we research the image?

The b

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

and image is formed in the long-term and represents a non-conscious and "untouchable" area, which needs to be researched using projective researching

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

methods that help the consumer to overcome certain obstacles and limitations as well helping him to be inspired in the world of brand names. The cons

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

mer does therefore not only focus on the brand, but mainly on his experience with it and on its usual users. He focuses on the opportunities, which a

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

re most suitable for the specific brand and what sort of image the brand presents etc.

We are able to research and describe the brand from various p

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

rspectives. We obtain many different associations, ideas, benefits and people whom the consumer in some way connects to brands, which need to be suit

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

bly and correctly interpreted. It is important to define the key characteristics and values, which are connected to a specific brand by the consumer.

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

Relevant findings show results of long-term management of a brand and represent key dimensions on which the competitive advantage of a brand is based

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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