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Brand Strategy

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About

Building stronger brands to deliver sustainable business growth

Clear strategic choices help to build strong brands. Markets change as competition intensifies and customer expectations evolve. Many pharma brands lose momentum as their strategy no longer reflects the current reality of the market.

However, if a company’s brand strategy is well defined it provides a clear direction for business decisions, priorities for investments and growth programs. Sound strategy drives marketing programs and tactical initiatives to achieve sustainable growth – not just short term sales.

Is Your Business Facing These Challenges?

Our Brand Strategy services can help when:

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Brand growth has slowed down in spite of marketing efforts.
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Brands are not differentiated in a crowded, competitive market.
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Marketing programs are not delivering on business goals.
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Annual Brand plans have become tactical rather than driven by sound strategy.
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Company leadership requires a clear roadmap for growth which is sustainable.

How We Help

We partner with the company or business unit’s leadership and marketing teams to create structured and practical brand and franchise strategies which help drive growth. Our plans ensure the right market analysis is used to understand the customer journey and position brands to the appropriate target audience.

The work done by us is beyond strategy. We help use strategic thinking to drive the right marketing programs and tactics which can be implemented effectively – to achieve business goals, to win in the market.

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Our Expertise Includes

01.

Brand Planning Strategy

We use a structured strategic framework to build brand strategies that clearly define where the brand will play, how it will win and the priorities to attain immediate business goals and long-term sustainable growth.
02.

Brand Turnaround

We help businesses diagnose why brands are underperforming and develop practical plans to revive growth. This generally involves rethinking the brand strategy, re-examining target segments, positioning and value proposition, creating appropriate marketing programs and aligning commercial execution to drive new goals.
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Brand Revitalization

Mature and underperforming brands require a different approach. We use market insights based on current reality to create plans with sharper positioning and renewed strategic direction to get these brands back on track, back on the growth path.

Frequently Asked Questions

Pharma or healthcare brand strategy is a clear plan defining the set of choices that a brand makes, which helps it to create a unique position to win in the market. It defines what it means for the brand to win (goals and aspirations), where it will compete in the market and what the methods and programs it will use to attain its goals. It is by definition not short term but medium to long term in duration – broadly 3 to 5 years.
Generally, the best time to review a brand strategy is either periodically - every 18 to 24 months, during disruption in market dynamics, or when leadership wants to redefine future growth direction.
The major difference is the duration. Brand strategy typically takes a medium- to long-term view, often covering 3–5 years, while brand plans are generally annual. Brand Plans are generally subsets of the longer-term brand strategy. A brand plan uses the main strategic elements and broad plans envisioned in the brand strategy and creates the annual plan to reflect the current market reality and immediate goals set up by the brand’s business unit or company.
A company or business unit’s franchise strategy aligns the multiple brands within the BU to maximize the portfolio’s performance. It helps prioritize and plan for each brand while keeping in mind the brand’s role in the franchise. This is useful to allocate investments and drive long term growth.
Brand revitalization entails analyzing the current reality of the mature or degrowing brand and the market in which it operates, repositioning the brand as per this analysis and creating new plans to get the brand back on track.
At Aovantage, we have a simple but effective approach to bringing a brand back on track. We start by diagnosing why the brand is underperforming — whether the issue lies in the market, target segments, positioning, value proposition, customer behaviour, marketing programs or commercial execution. Then we bring focus to fewer elements. As we have seen in such scenarios, this helps declutter thinking and enables swift action. We then identify what needs to change and develop a practical plan to restore growth.
Growth slows when a brand’s vision and programs do not fit the current market dynamics. This could be due to changes in the customer’s expectations, newer treatment options, increase in competitive intensity or other reasons like lack of company focus due to internal priorities. As a result, the brand’s positioning weakens, its marketing programs lose their strategic focus and the brand is unable to meet its growth expectations.
Strong brand strategies enable brands to set clear goals, prioritize areas of focus to achieve these objectives and allocate resources. In addition, clear brand strategies give sharp focus to marketing programs and activities. This helps teams make better decisions and the brand programs deliver on the objectives set.
Yes, strong brand strategies enable teams to set clear goals and create focused programs to achieve these goals. This helps in aligning marketing investments, customer engagement programs and other commercial priorities. Since goals, efforts and programs are all in sync, it greatly increases the chances of commercial success.
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Ready to Strengthen Your Brands?

Aovantage combines a strong strategic structure, deep domain expertise and practical, real-world methods to help healthcare organizations.
If you are looking to develop a winning brand strategy, revitalise an established brand or build a stronger franchise, we'd be pleased to discuss how Aovantage can support you.
Talk to Aovantage