Novo Nordisk boasted two highly successful pharmaceutical brands, Ozempic and Wegovy. Each brand contained the same active ingredient (semaglutide). However, Ozempic was positioned as a diabetes treatment while Wegovy was positioned as a weight loss treatment. Both brands faced challenges of building brand equity while competing in a competitive but growing market. The student is ultimately asked to design a plan moving forward amidst the challenges of managing popular brands.

Experience level
Intermediate
Intended Audience
Faculty
Session Time Slot(s)
Time
Authors

Zachary M. White, Furman University

Bradley W. Brooks, Queens University of Charlotte

Steven M. Cox, Queens University of Charlotte