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@article{188151,
        author = {Mr. Harshal P. Mandade and Mr. Manoj Wavhale},
        title = {PHARMA BRANDING & PRODUCT LIFECYCLE MANAGEMENT},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {7},
        pages = {429-436},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=188151},
        abstract = {The pharmaceutical industry operates within a highly competitive and tightly regulated environment, where strategic branding and effective product lifecycle management (PLM) play a critical role in ensuring long-term market success. This review article examines the evolving significance of pharma branding as a driver of differentiation, patient trust, and prescriber preference, while highlighting how integrated PLM approaches enhance product value from development through post-market sustainability. The paper explores the interplay between scientific innovation, regulatory compliance, and marketing strategies that shape a brand’s identity across its lifecycle. Pharma branding has transitioned beyond traditional promotional activities to encompass holistic value communication, patient-centric engagement, digital outreach, and real-world evidence generation. Key components such as brand positioning, brand equity, and therapeutic value perception are evaluated to understand how strong branding can influence prescribing behavior and market penetration without compromising ethical and regulatory standards.Simultaneously, PLM provides a structured framework for managing a pharmaceutical product from the preclinical stage to maturity and eventual decline. This review discusses essential PLM phases development, introduction, growth, maturity, and extension strategies and analyzes how lifecycle optimization can be achieved through formulation improvements, line extensions, pharmacovigilance insights, technology upgrades, and strategic market interventions. The integration of branding with PLM is emphasized as a key to sustained competitive advantage, especially in an era shaped by digital health innovations, biosimilars, and increasing patient empowerment. Overall, the article highlights that a synergistic approach, combining evidence-based branding with proactive lifecycle management, is vital for enhancing product value, improving patient outcomes, and maximizing commercial longevity. Future perspectives underline the need for adaptive branding strategies supported by data analytics, personalized medicine, and evolving regulatory expectations},
        keywords = {Pharmaceutical branding; Product lifecycle management; Brand equity; Market access; Patient-centric marketing; Drug commercialization; Lifecycle extension strategies; Pharma marketing},
        month = {December},
        }