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Poul R. Paradise's Exclusive Interview

1-How can Brand Protection Strategies help brands in terms of creating a differentiated brand identity?
While doing research on counterfeiting of prescription dugs over the internet, I traveled to a leading pharmaceutical company and fond out that it shared information with a competitor and even had similar technology for analyzing pills purchased over the internet. This was interesting because pharmaceutical companies were competitors and would not otherwise divulge any ongoing research or marketing.
2-What plays the more significant role in Brand’s Entity & Repute, its reach, or trusted products?
If by reach, you are referring to the reach of its supply chain then that can be a problem. The pharmaceutical company I did research on had problems with the reach of its supply chain where unknown parties had access to expired drugs that they would relabel and introduce back into commerce. Having access to vials or containers that had been used had in some instances been a problem. This too was a problem in other counties where regulation was lax.
3- What in your view is more important; Brand Awareness, Brand Loyalty or Digitization?
By far brand protection for brands sold over the internet needs to be addressed.


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