When it goes bad for a particular drug (and it eventually happens to some) you only lose or destroy the image of the product and not the entire company. Let's face it consumers are not loyal to a company but rather the drug that will cure what ails them. 

In this case, the key is the relationship between patient and doctor and between doctor and pharmaceutical sales rep. That is the point of difference provided a drug actually works. 

I think we also have to take into account whether the buyer is an individual or buying center. We might have to use a combination of both product and organization, changing the emphasis depending on who the buyer. 

The targets, purchasing mechanics and drivers are completely different. Despite the success of direct to consumer advertising in the US for ethical drugs like Viagra, the consumer still must consult with a physician that might point the patient to another brand/manufacturer/formulation or a pharmacist who might even recommend a generic substitute. The Pfizer and Merc brands mean a great deal more to medical practitioners who generally can list a half dozen or more products in an ethical drug manufacturers formulary, but to the laymen this simply is not the case. A physician may make a decision about pharmaceutical treatment for penile dysfunction, vaginal dryness or high cholesterol several times a day, a consumer once in a lifetime. And in the US each decision carries the opportunity for a malpractice suit.

In these situations the cumulative values attached to the manufacturer's brand may be even greater than that of a product brand, especially with new product introductions where for a physician mitigation of risk is not a small influence.

In the OTC market for lucky players like Bayer the question is moot. However if you were to check with the product managers Johnson and Johnson, they would likely tell you it is foolish to debate such a question; where would the house of J and J be without either the Johnson and Johnson brand for Baby Shampoo or the Band-Aid brand?