IDEAS home Printed from https://ideas.repec.org/a/mul/jyf1hn/doi10.1431-89487y2018i1p131-146.html
   My bibliography  Save this article

Guna: How a company can build a strong identity in an unbranded market

Author

Listed:
  • Anna Zinola

Abstract

The purpose of this study is to investigate how companies can build a strong identity in a unbranded market. The company under investigation is Guna S.p.a. Founded in 1983 and based in Milan, Guna is the leading Italian Company in the production and distribution of complementary, low-dose and biological medicine, with a turnover of over 63 million Euro in 2016. The company has 287 employees, working in the departments of production, logistics, financial, marketing and medical-scientific information. In addition to the activity of production and marketing, the company organizes an intensive program of cultural updating for doctors in many Italian cities, aimed at the diffusion of low-dose medicine, with over 600 days of professional training every year. It also supports several associations operating to provide training for physicians and pharmacists. The methodology of this study is based on the qualitative approach of the single case study with explorative aims relating to the role of the brand identity in a no-brand sector. Results of the case study indicate that a strong brand identity - based on business values and ethical principles - may support the development of the company.

Suggested Citation

  • Anna Zinola, 2018. "Guna: How a company can build a strong identity in an unbranded market," Micro & Macro Marketing, Società editrice il Mulino, issue 1, pages 131-146.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/89487:y:2018:i:1:p:131-146
    as

    Download full text from publisher

    File URL: https://www.rivisteweb.it/download/article/10.1431/89487
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.rivisteweb.it/doi/10.1431/89487
    Download Restriction: no
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mul:jyf1hn:doi:10.1431/89487:y:2018:i:1:p:131-146. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://www.rivisteweb.it/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.