Pharma’s most-valuable brands? J&J, Pfizer and Merck. Valeant, not so much
U.S. pharma brands jumped in value in Brand Finance’s annual report of the nation’s 500 most valuable brands, with the exception of Valeant Pharmaceuticals. Brand value is different from reputation, which is why pharma could rise amid the drug-pricing controversy in 2016.
Johnson & Johnson, Pfizer, Merck & Co., AbbVie, Eli Lilly and Bristol-Myers Squibb all gained brand value—$500M, on average. Valeant dropped almost $1B, from $2.67B last year to just $1.48B this year. Although the report did not speculate why Valeant dropped, in 2016 the company endured a criticized drug pricing strategy, criminal investigations, retreating investors and executives, and upset payers.
