Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/31686
Title: Medical Cannabis Brand Architecture: Establishing its Roots in Pharmaceutical Marketing
Authors: Ntais, Christos 
Suvatjis, Jean 
Melanthiou, Yioula 
Major Field of Science: Social Sciences
Field Category: Media and Communications
Keywords: brand architecture;branding;marketing;Medical cannabis
Issue Date: 2023
Source: International Journal of Economics & Business Administration, 2023
Journal: International Journal of Economics & Business Administration 
Abstract: Purpose: This paper investigates how cannabis can be introduced through brand architecture as a medicinal product. It discusses the setting of medical cannabis brand architecture and classifies cannabis products into brands under a brand hierarchy. Design/Methodology/Approach: A literature review produced a pool of data related to medical cannabis and brand architecture and set the foundation for devising a medical cannabis brand architecture pattern for administrative brand manageability and applicability. Findings: According to the literature review, a number of issues related to medical cannabis, branding, brand architecture and marketing were evaluated and considered. After considering all the components of traditional (generic) marketing theory, we proceed with a Customer Analytic Approach (PCA2) to enable us to construct and adopt an appropriate brand architecture model (the Triadic model) which would be aligned with medical cannabis holistic marketing strategy and future product line. Practical implications: The analysis of the devised brand architecture strategy considered a number of issues such as the nature of the product, potential customers, its intended use and its current stigmatization status and resulted in a proposed commercialization process. Originality/value: The examination of current brand issues, customer idiosyncrasies, purchasing intentions and market opportunities were considered in order to accurately and insightfully construct a brand architecture for cannabis as a future medicinal product, benefiting not only the firms selling it but society in general with respect to its pharmacological properties.
URI: https://hdl.handle.net/20.500.14279/31686
ISSN: 22414754
DOI: 10.35808/ijeba/804
Rights: © International Journal of Economics & Business Administration
Attribution-NonCommercial-NoDerivatives 4.0 International
Type: Article
Affiliation : University of Nicosia 
International Brand Marketing Consultant 
Cyprus University of Technology 
Publication Type: Peer Reviewed
Appears in Collections:Άρθρα/Articles

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