A POSTERIORI: BRAND R&D
The Article «A Posteriori: Brand R&D» written by Davydov Sergey, Senior Partner of the MCE Company, a leading supplier of strategy implementation programs in Europe, Russia, CIS and the Middle East. It presents a series of Sergey Davydov articles on the practice of the world experiences the pharmaceutical business under the title «A Posteriori», which translated from Latin («from the subsequent») means knowledge derived from experience. This article describes and analyzes process of creating and promoting brands. This process is observed as transformation from trade mark to brands like R&D process for new products. Main elements and sub processes were observed. The issues were discussed in the framework of the concept «TFM: Trends, Factors, Models», developed by the author.