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Developing Trademarks for Brand Success

Developing Trademarks for Brand Success

ID: PSM-203


Features:

11 Info Graphics

6 Narratives

5 Best Practices


Pages: 26


Published: Pre-2014


Delivery Format: Shipped


 

License Options:
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Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Learn when to pursue global vs. regional trademarks, pros and cons of using multiple trademarks for the same active ingredient, and when to register components of the brand beyond the name. This Best Practices, LLC Benchmarking® Executive Presentation uncovers successful strategies in leading pharmaceutical companies for developing winning trademarks. Insights from six companies gleaned from in-depth executive interviews serve as an excellence benchmark against which companies can compare their own operations.

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

Five key findings summarize best trademark practices gleaned from executive interviews. Included in the presentation results are:
  • key lessons learned identified by benchmark partners
  • brand registration practices
  • decision drivers for multiple trademarks
  • top three identified trademark challenges

Key Findings

Best Practices, LLC identified and profiled key findings that summarize how leading pharmaceutical companies develop successful brands. From a survey, several key findings emerged. Some of the findings include the following:
  • 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.
Table of Contents

Project Overview
  • 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