Umbrella Branding in Pharmaceutical Markets
39 Pages Posted: 21 Sep 2017 Last revised: 28 Sep 2017
Date Written: September 20, 2017
Umbrella branding is a marketing practice whereby multi-product firms leverage their reputation across different product categories. This paper investigates how advertising in the market of over-the-counter (OTC) drugs affects the decision to buy prescription drugs from a promoted brand name. I exploit specific characteristics of market regulation in Germany to identify the effect of advertising and find positive effects of umbrella branding on sales of prescription drugs. Umbrella branding results in market expansion, particularly for generic firms which invest in OTC drug advertising. If the effect leads to more consumers of generic substitutes or to more patients in undertreated therapeutic areas, market expansion can have a positive effect on welfare.
Keywords: umbrella branding, regulation, empirical io, pharmaceuticals, marketing
JEL Classification: L13, L51, I11, I18, M37, D22, C18
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