Architecture of Brands of the Territorial Pharmaceutical Ecosystem of the Ural Federal District

Abstract

Abstract. The article describes the results of a study of the brand architecture of manufacturers of medicines localized in the Ural Federal District and having common channels for the market distribution of medicines (LP) (territorial pharmaceutical ecosystem). To date, there is a priority of horizontal marketing technologies in the industrial pharmaceutical sector of the Russian Federation, at the same time, the assessment of the degree of development of brand identity elements of medicines produced in the Ural Federal District is of considerable interest. The purpose of the study was to develop and test a methodological approach to determining the quantitative and qualitative characteristics of the brand architecture of manufacturers of medicines localized in the Ural Federal District, as well as to assess the potential for the introduction of horizontal marketing technologies in the positioning of Ural pharmaceutical brands. The object of the study was the aggregated assortment and realized wholesale demand for 476 trade names of medicinal products produced by Ural pharmaceutical plants. The study of qualitative and quantitative characteristics of brand architecture was carried out by the method of structural analysis of the assortment, marketing analysis of the offer using specialized pharmaceutical information systems. A moderate level of brand architecture development in depth is shown, corresponding to the predominance of unbranded LP assortment positions and the moderate introduction of "corporate umbrella" technologies. We have shown a direct relationship between the depth of implementation of brand architecture and the innovativeness of LP, as well as the market capacity of the market segment. Assessing the territorial development of brand engineering in the territorial pharmaceutical ecosystem of the Ural Federal District, it is worth noting the lack of geographical identification. The development of territorial and cooperative-territorial branding technologies for medicinal products produced in the Ural Federal District seems to be a promising tool for marketing differentiation of both products and manufacturers in the territorial pharmaceutical ecosystem of the Ural Federal District.