Names for a Pharmaceutical Company
Blog Update – Be sure to check out the bottom of this post for an interesting update by the Brandings team about naming a Pharmaceutical company and Pharmaceutical products.
Changes in legislation have significantly altered the marketing and advertising of pharmaceutical products. What was once a fairly stodgy, static industry has now become increasing dynamic and a new emphasis in brand name development has emerged.
Unlike consumer products, most pharmaceutical products typically have three names associated with them – their chemical name, their generic name and their brand name. For example, in the United States, the brand name “Excedrin” has the generic name “aspirin” and the chemical name “acetylsalicylic acid.”
There is significant opportunity for pharmaceutical firms to apply traditional brand development practice to pharmaceutical products. With direct-to-consumer targeting possibilities, pharmaceutical companies can establish significant brand equity and market share domination.
The process of developing chemical, generic names and ultimately a brand name for a pharmaceutical product is extremely complicated. The process involves a multitude of agencies across continents including — the United States Adopted Names Council which assigns a US Adopted Name (USAN), the International Non-proprietary Name Committee of the World Health Organization which assigns an International Non-proprietary Name (INN), the United States Food and Drug Administration and the United States Patent and Trademark Office. Brandings strongly advises securing a patent and trademark attorney — specializing in pharmaceutical products – to guide your firm through the labyrinth of applications and processes.
Brandings can help when it comes to selecting a brand name for a pharmaceutical product. The more distinctive and unique a pharmaceutical product name is, the easier it is to protect the name from use by others. Names can be categorized on a sliding scale of uniqueness. The most distinctive are invented names, followed by arbitrary names, evocative names, literal names and finally generic names that have no legal protection.
- Invented names that made-up names that have been “brainstormed” by our etymologists and strategists. These names are unique, distinctive and highly brandable. Examples of “invented” names in the Brandings inventory include — Vygen, Septar, Huxy, Aplya, Vonetic, and Zoltus.
- Arbitrary names are existing words used for products that have no logical relationship to the goods for which the term is used. Examples of “arbitrary” names include “PeachTree” (for a computer software firm), “Virgin” (for an airline company) and “Apple” (for a computer company).
- Evocative names elicit or draw forth a positive association. Evocative names are short and meaningful and call up a good feeling. Examples of “evocative” names in the Brandings inventory include — BlueSurge, MegaBath, AlohaVibe, BlueberrySky, and MissClever.
- Literal names are fairly straight forward. Literal names follow the primary or strict meaning of the word or words and are not figurative or metaphorical. Examples of “literal” names include — SupplyDepo, VetStores, CherryGlaze, RiverDubai, TryPeru, ContactsOnly, and FuneralAid.
- Generic names have no legal protection and cannot be registered or protected. “Linoleum,” “zipper,” “escalator,” and “aspirin” are all examples for brand names that were once registered trademarks and are now generic names because of the failure of the firms to maintain distinctive brand identities.Brandings maintains an extensive inventory of pharmaceutical names including: AlertPain, Valoxin, Baxium, Flovian, Suplima, Proseum, Exalgia, BlastACold, UlcerPill, Ambyex, and Biozyn.
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Update: Wow, we can’t believe that the team wrote this a few years ago. While the changes within the pharmaceutical industry are further behind us now, we have seen a shift to more “brandable” or made up names that have positive connotations or evocative. There is also a shift to names that just sound like they are medical. While they are not evocative to the effects they are evocative to them being medicine.
Thanks for checking out our updated Brandings Blog!