Module 6

02/10/2024

Product Name Application timing is key. Ideally aim for one global tradename

Benefits of having one global tradename:

• Economies of scale (production and distribution)

Lower marketing costs

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• Increases international media reach via the internet

• Maintains consistent global branding and image

• Lays the groundwork for future extensions worldwide

Constraints of not achieving one global tradename

• Different meanings in different countries

• Differences in patent office versus regulatory agency assessment: • Patent offices do not evaluate safety and efficacy of a drug and do not consider promotional aspects of a brand. • Regulators review proposed invented name wrt scientific claims and may detect misleading manner in a tradename.

The Organisation for Professionals in Regulatory Affairs

Lecture 1: Part 1 – Develop and Shape the Brand

35

Product Name Choosing and obtaining a name

The Organisation for Professionals in Regulatory Affairs

Lecture 1: Part 1 – Develop and Shape the Brand

36

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