Case Study: Novugen accelerates affordable medicine branding with Brandcourage

Novugen becomes a top ten research-based pharma company in South East Asia by 2022 with Brandcourage

Novugen Pharma, a Malaysian pharmaceutical company, aimed to become a major global provider of affordable, high-quality generic medicines. Their challenge was to establish a strong brand identity and market position from Malaysia, a country not recognized as a pharmaceutical hub, in order to compete with established industry giants. They engaged the Singapore-based creative agency Brandcourage for its Brand DNA® service to develop a brand strategy and design.

Brandcourage developed a comprehensive brand strategy aligned with Novugen's vision, positioning the company as a responsive branded generic pharmaceutical provider. They then created the entire visual and verbal identity, which was applied across both digital and conventional communications. This new branding clearly articulated Novugen's purpose of accelerating access to affordable medicine, helping to establish them as a market leader among the top ten research-based pharmaceutical companies in Southeast Asia by 2022.

Novugen