The study evaluates the brand reputation by analysing media perception and consumer perceptions
Mumbai – based Lupin Pharmaceuticals tops in reputation in the pharma sector and leads India’s ‘Most Reputed Pharmaceutical Brands 2016’ list. Sun Pharma is the second most reputed brand with a 52 per cent lower Brand Rep Score and Cipla is at third position with a Brand Rep Score 28 per cent behind the previous ranked. At India’s fourth most reputed pharma brand is Dr Reddy’s Laboratories (DRL), behind 71 per cent in terms of Brand Rep points. Among global brands, GSK leads the way followed by Pfizer with a Brand Rep Score 73 per cent below the leader among international pharma companies. Abbott’s Brand Rep Score was 12 per cent lower, ranking it India’s third most reputed among international brands.
There were 41 domestic and 17 international pharma brands listed in the study by BlueBytes conducted in association with TRA Research (both part of the Comniscient Group) which released ‘India’s Most Reputed Pharmaceutical Brands 2016’. This report is the second in the India’s Most Reputed Brands series, and the company is set to launch a report each month covering different sectors. The study evaluates the brand reputation by analysing media perception and consumer perceptions.
“India’s reputation as the largest producer of generic drugs in the world has become vulnerable in light of the changing patent regime in the country. Reports say that by 2020, India is likely to be among the top three pharmaceutical markets by incremental growth and sixth largest market globally in absolute size. Reputation is defined as a measure of the effectiveness of transmitted belief about attitudes showcasing respect – and our report measures the consumer respect for a brand and also its transmission by measuring the media quotient. Given the importance of this sector for the economy and to the public, brands should concentrate on building and maintaining their reputation to stay ahead in the changing world,” said Pooja Kaura, Chief Spokesperson for India’s Most Reputed Brands.
India’s Most Reputed Pharmaceutical Brands was a study conducted within the pharma industry with BlueBytes analysing news of 58 pharma brands in all the major English and Hindi print media (newspapers and magazines) across 9 cities as a representative of the news across all media. A total of 24,414 articles pharma news were analysed between July 15, 2015, and July 16, 2016. In addition to news analysis, the consumer’s perception was also studied and this part of the analysis was contributed by TRA Research, which interviewed 2,500 consumer – influencers on the aspect of Respect.
EP News Bureau – Mumbai
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