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Products & Services Brand Management and Product Leadership Branding and Identity

Building Winning Trademarks and Trade Name Operations: Trade Name Generation, Structure, and Investment

ID: 5720


Features:

4 Info Graphics

12 Data Graphics

90+ Metrics


Pages/Slides: 23


Published: 2022


Delivery Format: Online PDF Document


 

License Options:


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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Non-members: Click here to review a complimentary excerpt from “Building Winning Trademarks and Trade Name Operations: Trade Name Generation, Structure, and Investment”

STUDY OVERVIEW

Trademarks for pharmaceutical products are critical for creating a distinct and unique brand and therapeutic area franchise. An effective trademark strategy should not only convey the unique positioning and brand promise of a product, but also ensure that the trademark is protected against infringement.


While trademarks can add extraordinary value to a blockbuster, many new products seem to reflect haphazard trademarking strategy and execution across their global markets.

Best Practices, LLC undertook this study to distill winning strategies, structures, and approaches to the overall trademark evaluation and registration process. The study provides insights to inform successful trademark naming operations, funding levels, cross-functional participation, global coordination, best structures, winning internal communication strategies, and superior regional understanding.

KEY TOPICS

  • Trade Name Generation Process
  • Use of Name Banks/Libraries for Trademark Name Selection
  • Trademark Naming Group Reporting and Structure
  • Trademark Naming Group Investment

KEY METRICS
  • Trademark name generation process for brands
  • Degree of utilization of name banks/libraries for trademark name selection
  • Total budget (approx. in USD) devoted to trademark naming groups according to company size, therapeutic area, geographic perspective, and name bank utilization; Total budget (approx. in USD) held by all of the brands supported by the trademark naming groups
  • Strategy implementation by global and regional trademark naming groups
  • Trademark naming group reporting structure
  • Span of control of trademark naming groups
  • Structure of trademark naming strategy teams
  • Internal groups involved in trade names approval process
  • Phase-wise involvement level of different groups in the internal trade names approval process
  • Job level and function of the individual decision maker who has ultimate authority to determine whether a trade name is used

SAMPLE KEY FINDINGS
  • Trademarking Reporting Structure: Organizational reporting for trademark naming is split among many groups including Commercial, Legal, Brand, and Business Analytics & Insights groups.

METHODOLOGY

Best Practices, LLC engaged 14 leaders from 13 pharmaceutical and biotech companies to examine their trademarking strategy. Repeat companies represented different brands and therapeutic areas from each other.

Industries Profiled:
Pharmaceutical; Biotech; Health Care; Chemical; Medical Device


Companies Profiled:
Astellas; CSL Behring; Ferring Pharmaceuticals; Fresenius Kabi; Gate Neurosciences; Inc.; Genentech; GlaxoSmithKline ; Medicago; Merck; Pfizer; Roche; Stada Arzneimittel AG; Teva Pharmaceutical Industries Ltd

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.