Proposing a pharmaceutical brand naming framework based on techniques extracted from decoding current drug names
Keywords:
Pharmaceutical Industry, Branding, Drugs, Jordan, Componential Analysis, Drug Naming FrameworkAbstract
This study endeavors to make a valuable contribution to the brand naming theory especially in the pharmaceutical field. It sheds light on several techniques used by companies to name their drugs as per the regulations and trends in the market. The objective of this study is to build an applicable brand naming framework after exploring techniques that are used to generate and invent pharmaceutical brand names. An exploratory qualitative study is conducted using official public data from the Jordan National Drug Formulary (JNDF) in Jordan. A simple four-step process is outlined to decode the drugs’ brand naming techniques: (1) Select, (2) Analyze, (3) Extract, and (4) Suggest. A deep componential analysis of 57 drug brand names has been carried out for each component of the drug name by finding linkages between the syllables and relevant parts in the generic name, chemical name, company name, and/or otherwise. The researchers then extracted number of techniques that are used by pharmaceutical companies. These techniques were translated into an adaptive framework which proposes different variables under which drug brand names can be classified.
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