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The Brandex Illusion: A Case Study on the Power of Comprehensive Data Analysis – (Brand Management (87) Opening Scene: 1st July 2022 It was a quiet afternoon at the headquarters of V & V Pharmaceuticals, a day after the Qr.1 closing. Mohan Dhawan, the Chief Marketing Officer, sat at his desk studying a report from […]

The Future of Pharma: It Depends on Brain Capital – (Brand Management 86) What if your biggest competitive advantage is not your product… not your strategy…but the state of your people’s minds? Shiksha still remembers the morning it began. She was reading highlights from the World Economic Forum 2026 meet when a simple phrase stopped

The Seven Walls of a Brand Manager’s Mental Prison: A Story of Slow Professional Decline – (Brand Management 85) Jaganath Shetty had everything going for him, six years of experience, a respected role as a Senior Brand Manager at Canopus Pharma, and a brand that wasn’t failing… but wasn’t flying either. From the outside, it

Story: When Shiksha Learned Why Sales Messages Stink – (Brand Management 84) Like a typical pharma brand manager, Shiksha had always believed she was a decent communicator. After all, she worked in Indian pharma, an industry where every brand manager is expected to be articulate, scientifically grounded, and persuasive. But that afternoon, sitting across from

The Field Is My Temple: Fieldwork is Worship – (Brand Management 82) I joined Carter-Wallace Ltd. (India) in 1974 as a medical representative and rose to the position of Sales Manager (West). Like thousands of young people stepping into the pharmaceutical world, I began my journey with a bag in my hand, a list of

Perplexed by AI? Pharma First-line Sales Managers and Brand Managers read this, so you aren’t replaced – (Brand Management 81) Pharma first-line sales managers and brand managers, you’ve probably heard this quote more times than you’ve heard “Lunch is ready” —“AI cannot replace humans, but humans who don’t know AI can be replaced by those

Are you ready to step confidently into the world of pharmaceutical brand management? B  Black Belt Brand Builders, the organizers of WPBMD-2026 is here to support and inspire the next generation of pharma professionals in India. This exciting contest is designed to help B-school students bridge the gap between classroom learning and real-world industry needs

Key Elements of Brand Building – (Brand Management – 80) This essay is poignant tribute to the architects of pharmaceutical branding, Professors Chitta Mitra and Tarun Gupta. On January 3rd, 2012, the world of pharmaceutical marketing lost a luminary with the passing of Professor Chitta Mitra. To honor his enduring legacy, every year, January 3rd

Prospect Theory: Every Brand Manager who wants to be recognized as a Black Belt Must Master!  Brand Management 75 Twelve years ago, I read Thinking, Fast and Slow by Nobel laureate Daniel Kahneman—a book that left a lasting impression on me. Recently, I had the pleasure of discussing it with my student, Shiksha Vidyasagar. Despite her excellent

Biopharmaceuticals: Shaping the Future of Medicine in India and Bangladesh – Brand Management 59 Biopharmaceuticals, also known as biological medical products, represent the future of medical treatment in both Bangladesh and India. These innovative therapies are poised to become the cornerstone of the pharmaceutical industry across the region. As a class, biological products have revolutionized