Pharmaceutical brand name development

Rebecca Robins
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Rebecca Robins: Interbrand

Chapter Chapter 10 in Brand Medicine, 2001, pp 151-162 from Palgrave Macmillan

Abstract: Abstract A good name can play a crucial role in building and maintaining customer loyalty and is therefore a very important element in contributing to the value and wealth creation of an Rx brand. In the course of this chapter, I will set out to establish why the brand name is such a critical part of the branding mix and will look at the legal, linguistic and regulatory issues that need to be considered when developing a brand name for a new drug. I will also be looking at how the changing dynamics both within and outside the industry, such as the emergence of direct-to-consumer (DTC) advertising and the rise of patient power, are impacting upon the choice of name for a new drug. What are the advantages and disadvantages of different types of name? What type of name would be most appropriate for your new drug? Finally, I will attempt to identify and rationalize some of the naming trends that have established themselves within the industry and venture into making some predictions for the future of pharmaceutical name development.

Keywords: Target Audience; Trade Mark; Real Word; Naming Strategy; Competitor Activity (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-52251-0_11

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DOI: 10.1057/9780230522510_11

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