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Branding COVID vaccines: A nightmarish journey for branding practitioners?

Author

Listed:
  • Davidovic, David

    (President, pathForward, USA)

Abstract

Branding practitioners must be having bad dreams after watching products that are experiencing the highest demand ever, selling billions of units for billions of dollars and that are used by the majority of the world’s population, carry brand identities that were not conceived, researched, tested or, apparently, given even two minutes of consideration. COVID vaccines that have been authorised or approved do not carry anything close to unique, creative, constructed trademarks or brand images. They are known — and very boringly so — for the names of the companies that developed them or are commercialising them or sometimes for the underlying technology, eg ‘mRNA’. This paper reviews some of the dynamics that got us here and discusses possible implications moving forward.

Suggested Citation

  • Davidovic, David, 2021. "Branding COVID vaccines: A nightmarish journey for branding practitioners?," Journal of Brand Strategy, Henry Stewart Publications, vol. 10(2), pages 102-108, September.
    • Handle: RePEc:aza:jbs000:y:2021:v:10:i:2:p:102-108
    as

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    More about this item

    Keywords

    branding; brand architecture; marketing; commercialisation; vaccines; COVID; pharmaceuticals;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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