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Brand development refers to the strategic process of creating, strengthening, and sustaining
a distinctive identity for a drug or a pharmaceutical company’s overall brand, with the goal of building
trust, credibility, and long-term market presence. It goes beyond simply promoting a product — it
involves shaping how patients, healthcare professionals, and other stakeholders perceive the brand,
and ensuring that perception aligns with the brand’s purpose, values, and evidence base.
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