Naming, Classification, And Trademark Selection: Implications For Market Success Of Pharmaceutical Products
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NAMING, CLASSIFICATION, AND TRADEMARK SELECTION: IMPLICATIONS FOR MARKET SUCCESS OF PHARMACEUTICAL PRODUCTS FLORIAN GANTNER, PHD, MSc PM, CHKISTIAN SCHWEIGER, MD, PHD, AND MICHAEL SCHLANDER, MD, MBA University of WittedHerdecke. Faculty of Medicine. Pharniaceutical Medicine. Wilten, Germany
Even though trudeniark legislirtion does not specifically address the needs of the pharmcrceuticiil in~iustr~, there lire unique rules gor.cJrningthe iroi~reirc~citrop. nonproprietar~rmming, and trademark choice of ~~luirmciceirtic~nls. In addition. promotion of phatmaceutiral products-inrlrtditrg the rise of trudemtrrk.s-is tightly regulated. necessitnting vt,ell-designed premurketirrg ronrniunication strategies to tnu.ximi:e the appropriate use of new products in order to fully renlize their cotntnerciul vnlire. once marketing iiuthorization has heeri granted. The comnrerciul \ d u e of any given product may he diminished, incrensed. or nraxirnized depending upon naming choices tnode eurly during the development process. Optinrunr numing c1roicc.s lead t o a high degree of acceptunce by the scienrific commuriity, nredicul opinion leaders, irnd patients. thi.rel>y guuriinteeing ,fharid efficient market penetration. Thus, nunring, brcinding. and cla.ssification o f pharinaceutical products have become issues of increusing strutegic iniportatrce f o r thc.ir nrrrnufrcturers and distributors. Clearly, appropriute nonproprietiirj nanriti,q.clussijicirtion. and trudemrrrk selertiori Iurrve the potential to significantly support the desired d#erentiation and positioning of rke emerging new ph~nnaceuticol. Key Words: Brand name: Trademark; I~ook-alike-sound-alikedrugs: lniertiational Nonproprictary Name; Therapeutic class
INTRODUCTION THE PROCESS OF NAMING is particularly driven by feelings, attitudes. and associations, and the acceptance of a name by the public is hard to predict. Some will simply like it, others will not. The primary objective for the designation of names to merchandising goods is always the same: To create a
Reprint address: Prof. Dr. Michael Schlander, University of Economics Ludwigshafcr. Emsl-Boechc-Strasse 4, 67059 Ludwigshafen am Rhein. Germany (e-mail: ms@ michael~chlander.con~).
certain level of uniqueness and to add distinctiveness. This fundamental principle is also applicable to pharmaceuticals. Pharmaceuticals are identified by their proprietary name (trademark, trade name, or brand name; see below “Trademarks”). Their active ingredient(s) is(are) described by the International Nonproprietary Name (INN, or generic name). Before the corresponding INN becomes availahle, code names are often assigned to active compounds, especially in their very early stages of development. Classes of pharmaceuticals (pharmacological classes or therapeutic classes) are defined by their chemical origin. their pharmacological
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Florinti Gnntner, Clirisrinn Schweiger, mid Miclinel Schlander
action, their intended medical usage, or by combi
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