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Incorporate Values into Brand Strategy

Historically, organizational reputation is linked to company values—and these values are linked to financial performance

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We hope you will find our advice both timely and useful. For this, the inaugural issue, we provide you with a summary of our latest research about values, brand portfolio strategy, and reputation recently published in the International Journal of Pharmaceutical and Healthcare Marketing. We also highlight the recommendations we made for improving brand reputation and relationships with key stakeholders.

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  • is a Professor in the Department of Marketing at the John Molson School of Business at Concordia University. Katsanis who spent many years working around the world for major global pharmaceutical brands, is the author of Global Issues in Pharmaceutical Marketing.

  • is the Director of ServiceBrand Global Limited (UK) wich helps leaders of progressive service sector organisations, internationally and in the UK, to deliver values-driven service for sustained performance. He is a published author and international speaker whose projects have delivered measurable business impact across a balanced scorecard of measures and been recognised with industry awards. His co-authored books about values have received international critical acclaim and he has been a visiting lecturer at University of Surrey, UK and ZHAW School of Life Sciences and Facility Management, Switzerland. He is the Founder of the Global Values Alliance, a Steering Group member of the UK Values Alliance, and a non-executive director of BQF.

  • earned a BSc and PhD in Chemical Engineering from the University of Waterloo and an MBA from the John Molson School of Business. He has held various roles in pharmaceutical market access, HEOR, and marketing. Prior to this, he was a researcher at the Canadian National Research Council, developing next-generation biologics in oncology, immunology and respiratory disease.