Health Care & Pharmaceutical Branding

Health care marketing is a new craze. The invention of new and advanced drugs means health care costs are on the rise. With consumers taking such an interest in the latest advancements, branding is becoming prominent for pharmaceutical companies. This week explores the fashion of pharmaceutical branding.

Branding could be taken to the next level by embedding TV commercials and other forms of advertising in actual TV shows. Brand Rant explains this new marketing concept. Rachel Ray turns the Brand Spotlight on Dunkin’ Doughnuts in an effort to help the chain develop healthier menu items. Dropping in on the show this week is Susan Palombo, Director of Brand Strategy and Client Services at the New York office of Landor Associates, discussing the trends of branding in the pharmaceutical arena.

Travel Branding

The tourism industry has blown up over the last few years and continues to see growth. With travel becoming so popular, new hotspots develop every year, making the tourism sector a competitive one. Whether flying, boating or parking it at a hotel this show visits it all.

In Brand Rant this week, cruise companies are testing the waters with a new strategy to attract a younger audience. Southwest Airlines takes the Brand Spotlight by getting interactive with users of YouTube. Trumpet Advertising owner, Robbie Vitrano, talks about his work with New Orleans to revitalize the tourism industry in the bayou with their new international branding campaign of New Orleans.

Brand Trust

Every brand makes promises. Following through on the promise builds a brands image, just as failing to deliver can forever bury a brand. This show talks about the importance of building Brand Trust.

In Brand Rant, Viacom, parent company of MTV and Comedy Central, is in a court war with Google, debating copyright issues over Google’s YouTube video clips. Oprah Winfrey is used to being in the Brand Spotlight. She recently used her branding power to boost the brand of Swedish rye bread, Wasa. Randy Pitzer, Executive Vice President and General Manager of the Technology and Business-to-Business Marketing practice for Edelman gives his insight on the relationship between trust and branding and discusses the trust barometer.

Top Brands in Trouble

Even the highest regarded brands are susceptible to branding boo-boos. This show takes a look at the headlines to review the latest mistakes made by top brands in hopes of avoiding these branding bloopers.

Brand Rant takes a look at the KFC and Taco Bell Parent Company, Yum Brands. They make the headlines for getting caught with restaurant rats, shortly after their E. coli scare. The Brand Spotlight focuses on struggles in the condiment industry, specifically shining on Heinz and how they eeked out of the struggling industry with a gain in sales.