In order to support a new corporate strategy to enhance Merck master brand exposure as 'product parent', VVF methodology was incorporated to analyze the related impact on pharmaceutical product packaging and develop a comprehensive design solution.

Since VVF is an accurate, quantitative and structured process, the analysis results are undeniably credible. This was especially important to a pharmaceutical company, whose business process relies on a scientific mindset. Among outcomes were:

--- VVF perception study defining appropriate master brand and product association with patient and physician on a global basis

--- Resolution of dilemma balancing product versus corporate branding emphasis

--- New corporate master brand positioning and brand media value opportunity

--- Prominent product identity maintained while incorporating enhanced master brand emphasis

--- Systematic packaging design solution for unity of brand identity and process efficiencies, while allowing format flexibility

--- Definable, repeatable, measurable and scalable packaging development system enabling significant cost savings

 

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