Abstract:

Nowadays, in a very complex, competitive and crowded market, brands offer consumers the opportunity to generate their recognition. Thus, we can say that the role of a brand is to identify and differentiate a product or service from other similar products existing in a market. First of all, the brand has an intangible value, offered by the sum of consumers' emotional associations towards it; on the other hand, the brand also has a concrete physical form of its name, slogan, and symbol. Therefore, the brand is always a promise to the consumer regarding quality and satisfaction. We approached this topic given the importance of the influence that the brand of a pharmaceutical product exerts among Romanian consumers in the case of pharmaceutical product purchases. The paper aims to investigate the impact that different brands of pharmaceutical suppliers have on the procurement process. The article presents the research results on the impact that the brand of a pharmaceutical product exerts on the Romanian consumers when they decide to purchase pharmaceutical products.