Only a few products become master brands– brands that not only are major for the company but also are market leaders- and are able to sustain that leadership. Building Brand Leaders™ shows marketers how to build their master brands, how to maximize brand value and achieve market leadership and for any brand, regardless of its potential. From post-launch to post-patent marketing, participants will learn how to build their brand leaders by managing the brand adoption process, and once they have become master brands, howto keep their brands on top. Importantly, Building Brand Leaders accelerates the development of concise strategies and big ideas, breaking the usual marketer’s habit of tactically-driven, formula pharmaceutical marketing. Throughout, we will use an actual pharmaceutical brand case study to challenge the participants and demonstrate the application of the principles being taught to a mid-life master brand.