Pfizer (PFE) - Get Pfizer Inc. Report scored the top spot in InterbrandHealth's inaugural ranking of the top 10 biopharmaceutical brands. The ranking uses analytics to quantify the measurable, financial impact that a company's brand has on its overall business performance.
After Pfizer, the top ranked brands in order were Roche/Genentech, Merck (MRK) - Get Merck & Company Inc. Report , Johnson & Johnson's (JNJ) - Get Johnson & Johnson Report Janssen unit, Novartis (NVS) - Get Novartis AG Report , Amgen (AMGN) - Get Amgen Inc. Report , Gilead (GILD) - Get Gilead Sciences Inc. Report , Novo Nordisk, AstraZeneca (AZN) - Get AstraZeneca PLC Report , and GSK (GSK) - Get GSK plc American Depositary Shares (Each representing two) Report .
InterbreedHealth said corporate branding is an undervalued asset, and the "Best Pharma Brands" report demonstrates how a company's corporate brand influences decisions made by health care providers.
"The role of brand is becoming a differentiator and the leading companies are really pulling away from the pack," said Jane Parker, CEO of InterbrandHealth, who said strong branding benefits the bottom line.
The research found that a corporate brand's influence on a health care professional's decision to prescribe or recommend a medication rose from approximately 7% in 2013 to about 11% currently. The survey also looked at the role of brand by region.
"The study itself is powered by the opinions of 1,900 global health care professionals in the key markets that really matter to the biopharma business," explained John Breen, executive director of Brand Intelligence & Experience at InterbrandHealth.
The research suggested that the role of branding is high in Brazil, at about 14%. China received the lowest score, at 9%.
The survey also found that the role of brand varies by therapeutic area. A corporate brand's influence was highest for infectious diseases.