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Submitted URL: https://e.endpointsnews.com/t/t-l-zdljdjl-jdhktjtitk-jd/
Effective URL: https://endpts.com/jj-tops-roche-bayer-and-pfizer-in-brand-rankings-amid-industry-decline/
Submission: On July 11 via api from US — Scanned from DE
Effective URL: https://endpts.com/jj-tops-roche-bayer-and-pfizer-in-brand-rankings-amid-industry-decline/
Submission: On July 11 via api from US — Scanned from DE
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* Channels * All News * In Focus * Special * AI * Bioregnum * Biotech Voices * Cell/Gene Tx * China * Coronavirus * Deals * Diagnostics * Discovery * FDA+ * Financing * Law * Letters to the Editor * Manufacturing * Marketing * Opinion * Outsourcing * Peer Review * People * Pharma * R&D * Startups * Weekly * Webinars * Biopharma Jobs * More * Work at Endpoints * Letter to Editors * IPO Tracker * Webinars * Events * Sponsored Posts * Advertise * Privacy Policy * Endpoints Merch * About Us * Help * SIGN UP * LOG IN July 5, 2023 03:39 PM EDT Pharma Marketing J&J LEADS PHARMA COMPANIES IN BRAND RANKINGS, TOPPING ROCHE, BAYER AND PFIZER AMID OVERALL INDUSTRY DECLINE BETH SNYDER BULIK SENIOR EDITOR Johnson & Johnson held on to the top spot on Brand Finance’s list of most valuable pharmaceutical brands again this year, and overtook Pfizer for the lead in the consultancy’s estimation of brand strength. Overall, however, many pharma brand valuations dipped, with six of the top 10 companies losing value — including J&J which, despite retaining first place for the fifth year in a row, came in at $12.76 billion in brand value, dipping 4.6% from $13.38 billion in 2022. Roche and Pfizer followed J&J, maintaining the second and third positions but losing brand value. Roche dropped 5.5%, and Pfizer dropped 2.2%. The decline “aligns with a broader industry trend that has harmed many of the largest pharmaceutical brands in 2023. There was an average 2% brand value decline year-on-year across the ranking,” Brand Finance reported in its rankings summary. advertisement advertisement Meanwhile, the top spot for brand strength, which Brand Finance calculates as the relative strength of each company considering marketing investment, stakeholder equity and business performance, also went to J&J. The strongest pharma brand last year, Pfizer, benefited from the Covid-19 pandemic and its successful development of a vaccine (Comirnaty) and treatment (Paxlovid). But this year represents a more back-to-typical business influence on rankings. CSL and Novo Nordisk, for example, ranked respectively as the fastest growing pharma companies in brand value. Both notched higher than 30% value growth on the strength of acquisitions, new products and promotion. Brand Finance attributed CSL’s leap to “its immunoglobulin portfolio, the acquisition of Vifor Pharma, and the launch of Hemgenix.” Not surprisingly, Novo Nordisk grew its value on the strength of “the active promotion and the ramping up of its production of weight loss drugs, Wegovy and Ozempic.” Strong brands are key to ongoing value and long-term success, and this year was no exception, said Hugo Hensley, Brand Finance’s valuations director. “All the pharma brands that have seen an increase or stable brand strength rating in 2023 have also witnessed an increase in brand value. Businesses with a strong brand are better equipped to handle crises and regulatory challenges, making them more resilient in our increasingly volatile world,” he said in a statement. AUTHOR BETH SNYDER BULIK SENIOR EDITOR bbulik@endpointsnews.com @BethSBulik Beth Snyder Bulik on LinkedIn TRENDING NOW EISAI’S US CHAIR, GLOBAL ALZHEIMER’S LEADER TO RETIRE WEEKS AFTER LEQEMBI APPROVAL FORGET TIGIT: NOVARTIS’ $1B BET ON BEIGENE’S OCIPERLIMAB ENDS AFTER COMPETITORS’ SETBACKS ADC THERAPEUTICS PAUSES ZYNLONTA TRIAL ENROLLMENT AFTER SEVEN PATIENT DEATHS, FIVE SERIOUS SAFETY EVENTS TESSA ENJOYED BIG BACKERS, GREAT SCIENCE AND WORLD-CLASS AMBITION. SO WHAT DID WE LEARN FROM ITS COLLAPSE? EXCLUSIVE: PFIZER TO INVEST $25M INTO TINY UK BIOTECH WITH EPIGENETICS APPROACH TO CANCER sponsored IMMUNO-ONCOLOGY 2.0: HOW REGENERON IS UTILIZING ITS EXPERTISE IN ANTIBODIES TO LEAD THE NEXT WAVE OF COMBINATORIAL ... 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