Pharmaceutical; Health Care; Medical Device
AstraZeneca; Sanofi-aventis; Merck; Eli Lilly and Company; Johnson & Johnson
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:
Five key findings summarize best trademark practices gleaned from executive interviews. Included in the presentation results are:
- 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