From Local Identity to Strategic Positioning: Corporate Image in the Pharmaceutical Industry

In an increasingly competitive business environment, communication and corporate image have become strategic factors for the positioning and sustainability of organizations. However, when these elements are not properly managed, they can generate negative perceptions that affect not only a company, but an entire industry. This book presents a strategic marketing model oriented to the development of corporate image in the pharmaceutical industry, based on an applied study conducted at Laboratorios Elmor, S.A. Using a descriptive and field-based approach, the research analyzes how communication, organizational response speed and brand consistency directly influence corporate positioning. The study is based on data obtained from clients and collaborators in the sector, using validated instruments with high levels of reliability, and is structured in three fundamental phases: diagnosis, identification of opportunities and design of the strategic model. The results show relevant weaknesses in the companies' capacity to adapt to changing environments.