Branding As a Strategy of Business Management : Peculiarities of Application in Modern Conditions

This project is planned to cover the main questions of building branding and development competitive strategies for new companies in pharmaceutical market in Russia. The topic ranks among traditional investigations there are various theoretical and empirical works on the study in problem. Russian pharmaceutical market had different structure during last twenty years and it is very important therefore to bring investigations up-to-date. This work tries to become one of these investigations and goaled at developing the modern Russian medical market - the newest (up to 2011 year) data available will be used to analyze competitive strategies of different corporations in Russia and to provide the instruction for new companies how to overcome barriers to entry to the medical sphere. In the end of nineteenth century and in the first part of twentieth century there was no concept of rivalry. All types of technologies and marketing instruments existed in the mind of economists and scientists. But an economic situation has changed since 1950s. Nowadays modern market consists of huge range of factors, which influence on the company’s position. One of such significant factors is branding. Branding concerns the unequal competitive advantages of companies, which lead in different spheres of business activity. This project will analyze some of the activities of huge range of pharmaceutical corporations and provide the effective development of company’s strategy. The basis of this strategy will be branding.