Developing Trademarks for Brand Success

Industries Profiled:
Pharmaceutical; Health Care; Medical Device


Companies Profiled:
AstraZeneca; Sanofi-aventis; Merck; Eli Lilly and Company; Johnson & Johnson

Study Snapshot

This 25-slide presentation reveals how six leading pharmaceutical companies achieve trademark success through integrating marketing, legal and regulatory perspectives to develop and protect brand names. 

Specifically, the presentation captures key success drivers and examines the advantages and disadvantages of a number of strategies including global trademarks, meaningful names, use of suffixes and prefixes with names, registration of logos and other brand components, registration of domain names and use of multiple trademarks.

Companies also list their most important lessons learned in the trademark process.  Overall, the presentation includes: 

• 18 Information Graphics
• 2 Data Graphics
• 12 Metrics
• 6 Management Narratives

• key lessons learned identified by benchmark partners
• brand registration practices
• decision drivers for multiple trademarks
• top three identified trademark challenges

• Focus on avoiding target audience confusion in deciding whether to use multiple trademarks for a single product.
• Allow sufficient time to thoroughly test potential trademarks with key customer segments and stakeholders.

• Benchmark Class
• Key Findings
• Trademark Practices Matrix
• Key Success Drivers
• Global Trademarks
• Regional Trademarks
• Meaningful Names
• Suffix Types
• Use of Prefixes
• Registration of Brand Components
• Registration Practices
• Registration Concepts
• Domain Name Registration
• Additional Brand Protection
• Multiple Trademarks for the Same Molecule
• Decision Drivers for Multiple Trademarks
• Top Three Trademark Challenges
• Common Lessons Learned
• Lessons Learned by Company