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Making a Case for Getting the Brand Name Right: What’s in a Name?

A name can mean the difference between Success or failure, especially when companies invest substantial dollars to launch a new drug, a new line of drugs, or a new ingredient. Unless the company is a household name with plenty of resources to pour into testing different advertising strategies, selecting the right brand name is critical. And it can pave the way to a targeted and cost-effective marketing program.
A new brand name must inherently — through the image it conveys, the way it sounds, and the way it rolls off someone’s tongue — describe the essence of the brand and the advantages that a user would enjoy. Think of how simply and powerfully Claritin conveys its benefits to allergy sufferers. Other examples of names that clearly convey their qualities include Alavert, which helps users “avert allergies,” and Prevacid, which “prevents acid.” Though acid is pronounced differently, the message is still crystal clear.
Some successful brand names may not have such an obvious connection to their benefits, but are backed by massive advertising spending. For example, though the name Nexium hardly conveys heartburn relief, the advertising message touting Nexium as that miraculous “little purple pill” keeps it jumping off the shelves. Still, companies without big bucks to invest in a marketing program need to choose a brand name that instantly paints a picture of the product’s benefits…

Sidebar:
A Case Study: Natrulon, from Lonza … Naturally

Experts on this Topic:
Walter Guarino, President, Insight/SGW, Montville, N.J.

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