BRAND ATTRIBUTES, ITS APPLICATION LEADING TO SUSTAINABLE BRAND LEADERSHIP IN PHARMACEUTICAL AND BIOPHARMACEUTICAL INDUSTRY: AN INDIAN PERSPECTIVE

India is recognised at delivering quality pharmaceutical and biopharmaceutical products to the world. India’s growth is commendable for the last decade in the given industry attributable to the implementation of the brand management policies in pharma/bio-pharma organizations. India is 3rd in volume, 13th in value in the global pharmaceutical market- a leading player in biopharmaceuticals with the revenues of $ Bn 45.50 in March 2022. 1(Pharmaceutical Industry, 2021), 3 (EP News Bureau, 2021). Brand management processes takes into account various systems which facilitate physicians to use specific brands across specialties and therapeutic segments of the organizations operations. Brand management process is followed diligently and taken seriously by the MNCs and top Indian companies. The following study captures the intent, market/attributes identification, elements and the role of a brand manager in a successful brand management process for brand leadership.