Branding Strategy   * Strong brand image is needed to achieve success (Hillestad & Berkowitz, 2018);   * Slogan: “Synthetic brain transplants are a reality!”   * Innovative brain surgery technologies;   * Focus on research and development (R&D);   * Brand extensions for terminal illnesses. New Brain is company that seeks to introduce cutting edge biotechnological solutions for brain surgery into the healthcare market. The organization’s primary offers include synthetic transplants for individuals suffering trauma and disease as well as other services in surgery, tumor removal, and corrective surgery. The company acknowledges that due to the innovative nature of the offering, it will be met with initial distrust, requiring a strong branding campaign to attract new customers (Hillestad & Berkowitz, 2018). To build up an image of confidence, New Brain needs to offer its services to a wide variety of customers while attracting trustworthy names and specialists to its side. The branding campaign will focus on the superiority of New Brain products and services alongside the presentation of medical evidence of its effectiveness. Dynamic Strategies for Competing   * Blue Ocean Strategy (Kim & Mauborgne, 2014);   * High initial prices for customers;   * Subsequent price reduction as other players enter the field;   * Focus on quality of care and superior expertise. New Brain offers a distinctively novel product to the market, one which lacks any analogues at this time. In that case, the company follows the Blue Ocean strategy, which involves claiming significant market share by providing something new rather than engaging in direct competition (Kim & Mauborgne, 2014). For a limited amount of time, New Brain will hold a technical monopoly due to patented technologies of synthetic brain transplantation. Because of this factor, in addition to significant costs of materials, instruments, and expertise, the company should sell its services for a high profit margin. This is a perfect period for creating a strong brand name associated with the product. However, as other competitors would eventually enter the new market of synthetic brain transplantation, the prices should be gradually reduced in order to remain competitive (Ginter, Duncan, & Swayne, 2018). The primary leverage at this point would be the knowledge and expertise in the field, something that competitors would have to work hard to acquire. Pricing Strategies   * High prices due to high technological requirements (Ginter et al., 2018);   * Focus on high-end customers able to afford the surgery;   * Government reimbursements to allow poor people access;   * Watch for eventual competition;   * Provide explanations for pricing strategies to customers;   * Focus on large cities with superior infrastructure. As New Brain is a medical company that shares the primary philosophical values of patient-centered care, its pricing strategy should be focused on providing access to life-saving brain surgery to a maximum number of customers. That said, the technology and expertise required to provide such services as well as the lack of reasonable alternatives during the initial period of time warrants a high pricing strategy in order to help the business expand and grow (Ginter et al., 2018). However, as th