Question

a brand name company advertising pain relief medication indicates their product is more effective than a generic version even though the active ingredients of both products are the same what technique is the brand name company using?

Answer 1

The brand name company is using a branding technique to create a perception that their pain medication is more effective than the generic version, despite identical active ingredients.

Step-by-step explanation:

The brand name company is using a marketing technique known as branding in which they suggest their product is more effective than generic versions, even though they share the same active ingredients. This is supported by Naomi Klein's discussion of corporate branding in her book No Logo, where she talks about the power of brands in influencing consumer behavior. Such branding efforts are designed to create a perception of higher quality or effectiveness of brand-name drugs compared to their generic counterparts, despite equivalent therapeutic effects. Companies can achieve this through synergetic advertising practices, ensuring consistent brand messaging across multiple platforms, just as the Miller beer example demonstrates multiple brand touchpoints at a sports event.