Abstract

The purpose of this study is to investigate how companies can build a strong identity in a unbranded market. The company under investigation is Guna S.p.a. Founded in 1983 and based in Milan, Guna is the leading Italian Company in the production and distribution of complementary, low-dose and biological medicine, with a turnover of over 63 million Euro in 2016. The company has 287 employees, working in the departments of production, logistics, financial, marketing and medical-scientific information. In addition to the activity of production and marketing, the company organizes an intensive program of cultural updating for doctors in many Italian cities, aimed at the diffusion of low-dose medicine, with over 600 days of professional training every year. It also supports several associations operating to provide training for physicians and pharmacists. The methodology of this study is based on the qualitative approach of the single case study with explorative aims relating to the role of the brand identity in a no-brand sector. Results of the case study indicate that a strong brand identity - based on business values and ethical principles - may support the development of the company.