Sample Medical Device Company Naming Proposal

LightedSurgical Retractor Set Core Brand
Name Development and Procedural
ModifiersProposal

Our Creative Inspiration
Inspired by experimental literature and musical composition, we infuse a
culture of innovation and creative inquiry into our process. We seek to
redefine the fundamentals of using art and language as a guide to
develop profound brand identities. Names are just the beginning…
The Science of Language
Our team of lexical engineers examine not just the sound, but the look and
feel of every letter in every word we create. We scrutinize each word’s
structure: from phoneme, to morpheme, to grapheme, to shape. In the
search for the perfect name, we leave no stone unturned.
At Brand Acumen, name creation is
our form of artistic expression.
3
our creative thinking

our creative thinking
"The limits of my language means the limits of my world."
"Like everything metaphysical the harmony between thought and
reality is to be found in the grammar of the language."
-- Ludwig Wittgenstein
Many great minds and philosophers have commented on the important role language plays in forming
our thoughts. Some have even declared that language shapes our thoughts entirely.
We at Brand Acumen take these ideas to heart in our belief that a name is the basic unit of you, the
truest essense of a thing because it is a necessity required to shape our understanding of the world.
We are not just creating letters on a page, but we are giving life to ideas and steps towards new
frontiers in thought.
We are inspired by those artists, thinkers, and movements with a like- minded mandate, from Dada to
William Burroughs, from Duchamp to Wittgenstein, and we apply our rigorous creative thinking to
every element of our creative intuition.
4

Device & Pharma Expertise
.
2214
Patient Program Brand
Name Identities and
Nomenclature
Architecture Systems
78
329
Clinical Trial
Name Identities
Proprietary Brand
Names Created
(Medical Device &
Pharmaceuticals)
Generic, Non-
Proprietary
USAN/INN Names
Created
71
5

Executive Summary 1:
Naming of the Lighted Surgical Retractor Set

Brand Acumen will deliver 90 original,
legally screened and available proprietary
name candidates to Company "X" for the
Lighted Surgical Retractor Set.
Deliverables:
Ten (10) Legally Validated, Proprietary Name Candidates for the Lighted Surgical Retractor Set.
(derived from a minimum of 90 initial legally screened name candidates for the core brand).
ExecutiveSummary
Brand Acumen will construct, define and
deliver a minimum of 90 newly created
names for the Lighted Surgical Retractor Set
that match the name properties defined by
Company "X" in a name briefing session to
take place at the Kickoff Meeting of this
project.
Attributes of linguistic
assessment Brand Acumen
analyzes for each of the name
candidates presented to
Company "X".

Deliverables
ExecutiveSummary
Linguistically Analyzed and Validated
(Orthographic, Phonological,
Lexical)
Legally Screened in International
Trademark Classifications
(SAEGIS/SERION).
Examined for conflicts in UMDNS,
GMDN Agency, Medical Device-In-
Use, International & Community
Registers
Examined for top level domains
Analyzed for FTO (Freedom To
Operate) – Invalidity and
Infringement Examination
Brand Acumen’s Lighted Surgical Retractor Set
name candidates will be:
One Name… Globally Searched,
Validated, Regulatory Compliant
and Clear of Legal Conflict.

Background
ExecutiveSummary
Lighted Surgical Retractor Set
Overview
Company "X" will be introducing it’s new lighted surgical retractor set and is currently seeking a core brand name.
This new lighted surgical retractor will allow the surgeon to hold tissues away from the field of operation while
allowing light to penetrate the operating area.
Company "X" is also seeking Brand Acumen’s assistance in constructing a brand architecture focused on the core
brand, and also examining brand modifiers that will define the procedures for Breast Oncology (Nipple Sparing
Procedure) and Orthopedics (Anterior Hip Procedure).

Nipple Sparing Procedure Name Modifier

Nipple Sparing Procedure.
Deliverables:
Five (5) Legally Validated, Proprietary Name Candidates for the Nipple Sparing Procedure.
(derived from a minimum of 60 initial legally screened name candidates for the Nipple Sparing Procedure).
ExecutiveSummary
names for the Nipple Sparing Procedure that
match the name properties defined by
project.
Company "X".
Surgical Retractor
Set Brand Name
Nipple Sparing Procedure
Modifier Brand

Deliverables
ExecutiveSummary
Lexical)
(SAEGIS/SERION).
Registers
Brand Acumen’s Nipple Sparing Procedure

Background
ExecutiveSummary
Nipple Sparing Procedure:
Overview
The traditional mastectomy procedure involves surgical removal of the breast glandular tissue as well as removal
of the central breast skin. Removal of a significant portion of breast skin can result in a prominent scar across the
central breast and can make breast reconstruction more challenging. As a result, more and more breast surgeons
and their patients are opting for skin-sparing or nipple-sparing procedures, both of which are less invasive
approaches to mastectomy.
Nipple-sparing mastectomy is the latest evolution in mastectomy technique. The procedure preserves the entire
skin envelope and nipple areola. Only the underlying breast tissue is removed. When combined with immediate
breast reconstruction, nipple-sparing mastectomy provides superior cosmetic results without compromising cancer
treatment.

The Nipple Sparing Procedure creative name generation
process will possess the following general criteria:
Scope of Project
ExecutiveSummary
Name should leverage the
key messaging points
defined by Company "X"
regarding the marketing
strategy for the Nipple
Sparing Procedure modifier
name.
The initial focus will be on a
legally available, regulatory
compliant global trademark.
Names should be easily
and uniquely recognizable
by all stakeholders
(visual/acoustic)
Names should bring
connotations of a sea of
strength and credibility to the
Nipple Sparing Procedure.
Bulgarian
Cro
atian
Czech
Danish
Dutch
English
Estonian
Finnish
French
German
Gree
k
Hungarian
Irish
Italian
Latvian
Lithuanian
Maltese
Polish
Portuguese
Romanian
Slovak
Slovene
Spanish
Languages
Russian
Chinese
Mandarin
Taiwanese
Urdu
Hindi
Arabic
Wu
Javanese
Bengali
Telugu
Korean
Vietnamese
Marathi
Cantonese
Tamil

Brand Acumen will deliver a final
executive summary report that will
outline the key findings with specific
recommendations as to the most
viable name candidates for the Nipple
Sparing Procedure.
Further detail of this deliverable will
be found in this proposal.
Final Recommendations
Sample of linguistic analysis for
the proprietary drug name
candidate ‘Saracta’ from Brand
Acumen’s Final
Recommendations.
ExecutiveSummary

Anterior Hip Procedure Name Modifier

Anterior Hip Procedure.
Deliverables:
Five (5) Legally Validated, Proprietary Name Candidates for the Anterior Hip Procedure.
(derived from a minimum of 60 initial legally screened name candidates for the Anterior Hip Procedure).
ExecutiveSummary
names for the Anterior Hip Procedure that
match the name properties defined by
project.
Company "X".
Surgical Retractor
Set Brand Name
Anterior Hip Procedure
Modifier Brand

Deliverables
ExecutiveSummary
Lexical)
(SAEGIS/SERION).
Registers
Brand Acumen’s Anterior Hip Procedure

Background
ExecutiveSummary
Anterior Hip Procedure:
Overview
The anterior approach to total hip replacement has emerged recently as a viable alternative to the more popular
posterior approach. Although it has been in use to some degree since the 1980s, new instrumentation allowing it to
be performed using smaller incisions has made it increasingly sought after.
Called the anterior hip replacement, this procedure involves the surgeon making a four-inch incision through the
front of the leg, rather than the back (the entry point for the more conventional posterior hip replacement surgery).
Frontal entry makes it possible to reach the joint by separating rather than cutting and then reattaching muscles.
The anterior hip replacement may also result in a swifter recovery and shorter hospital stay for patients, perhaps
due to less muscular damage. Leg length and implant position are also able to be measured with the anterior
approach.
Due to the different nature of the approach, there are fewer but different precautions to follow to prevent
dislocation, which may occur more often with the posterior approach.

The Anterior Hip Procedure creative name generation process
will possess the following general criteria:
Scope of Project
ExecutiveSummary
Name should leverage the
key messaging points
defined by Company "X"
regarding the marketing
strategy for the Anterior Hip
Procedure name.
The names must be easily
transferrable globally however, it is
understood the initial focus will be
on a legally available, regulatory
compliant global trademark.
Names should be easily
and uniquely recognizable
by all stakeholders
(visual/acoustic)
Names should bring
connotations of a sea of
strength and credibility to the
Anterior Hip Procedure
offering. Bulgarian
Cro
atian
Czech
Danish
Dutch
English
Estonian
Finnish
French
German
Gree
k
Hungarian
Irish
Italian
Latvian
Lithuanian
Maltese
Polish
Portuguese
Romanian
Slovak
Slovene
Spanish
Languages
Russian
Chinese
Mandarin
Taiwanese
Urdu
Hindi
Arabic
Wu
Javanese
Bengali
Telugu
Korean
Vietnamese
Marathi
Cantonese
Tamil

Brand Acumen will deliver a final
executive summary report that will
outline the key findings with specific
recommendations as to the most
viable name candidates for the
Anterior Hip Procedure.
Further detail of this deliverable will
be found in this proposal.
Final Recommendations
Sample of linguistic analysis for
the proprietary drug name
candidate ‘Saracta’ from Brand
Acumen’s Final
Recommendations.
ExecutiveSummary

Brand Name Creation
Client Name Creation Client Name Creation
Client Name Creation
Prisma

Brand Name Creation
Client
Previously Un-named
Major Satellite Provider
Name Creation Client Name Creation
Vivanno
Sapphire

Brand Name Creation
PurePower
SeaRam

Brand Name Creation
Limon

Linguistically compliant
Legally available
Regulatory compliant
Semantically effective
To be defined in the Lighted Surgical Retractor Set meeting.
The new Lighted Surgical
Retractor Set and two
procedural modifier name
candidate identities must be
legally viable and compliant
with the following IP
repositories.
ProjectTask,Scope&Process
Bulgarian
Cro
atian
Czech
Danish
Dutch
English
Estonian
Finnish
French
German
Gree
k
Hungarian
Irish
Italian
Latvian
Lithuanian
Maltese
Polish
Portuguese
Romanian
Slovak
Slovene
Spanish
Swedish
Japanese
USPTO
FTO (Freedom to Operate) Analysis
• Invalidity Analysis
• Infringement Analysis
FDA CDER Simulation Study
Compliance
• DMEPA
• CDER
EMA NRG
USAN
INN
Health Canada
USAN Council
World Health Organization (WHO),
MHLW (Japan)
OnePageExecutiveProjectSummary
Argentina
Austria
Benelux
Canada
China
Czech Republic
Denmark
Estônia
Finland
France
Germany
Hungary
Ireland
Italy
Japan
Latvia
Lithuania
Mexico
Norway
Poland
Portugal
Slovak Republic
Slovenia
Spain
Sweden
Switzerland
UK
US.Federal
US.State
(Further country detail
found later in this proposal)

---------
---------
---------
---------
Landscape Analysis
PHASE 1 PHASE 2
Name Development Brand Name Review
29
---------
---------
PHASE 3
Via a three-phase process, Brand Acumen will deliver a minimum of 90 legally
confirmed name candidates for the Lighted Surgical Retractor Set to Company
"X" that will be supportive of the communication strategy, appropriately
differentiated from competing nomenclature, absent of any error prone
messaging, and rigorously screened and prepared for legal and regulatory
compliance.
90pre-screened,legally
viablenamecandidates.
No name will be
presented that has not
been thoroughly
vetted.
CoreBrandNameDevelopment

---------
---------
---------
---------
Landscape Analysis
PHASE 1 PHASE 2
30
---------
---------
PHASE 3
confirmed name candidates for the Nipple Sparing Procedure to Company "X"
that will be supportive of the communication strategy, appropriately
compliance.
No name will be
been thoroughly
vetted.
NippleSparingProcedureNameDevelopment

---------
---------
---------
---------
Landscape Analysis
PHASE 1 PHASE 2
31
---------
---------
PHASE 3
confirmed name candidates for the Anterior Hip Procedure to Company "X"
that will be supportive of the communication strategy, appropriately
compliance.
No name will be
been thoroughly
vetted.
AnteriorHipProcedureNameDevelopment

---------
---------
---------
-------------------------- Project kickoff
Naming strategy development
Tactical competitive review
---------
LandscapeAnalysis
PhaseOne
32
LandscapeAnalysis

ProjectKickoff
33
Review Key Company "X"
Messaging Objectives
Review of FDA, CDER, DMEPA, UMDNS,
and GMDN Nomenclature Guidance
Documentation
Define Creative Timelines
and Feedback from Name
Iterations
Identify Key Stakeholders &
Create Workflow Schedules
LandscapeAnalysis

Creative Discussion
What types of messages should the
name portray?
Name Characteristics
Associations
Connotations
Surgical procedure relationships that
may be portrayed or represented
NamingStrategyDevelopment
34
LandscapeAnalysis

35
VisualAnalysisofNameLandscape
TacticalCompetitiveLanguageReview
LandscapeAnalysis
Examples

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---------------------
-------------------------------------------------
At Brand Acumen, we
believe that a single word
can hold incredible meaning
and tell a powerful, vivid
story.
In order for a name to do this
successfully, it must be
structurally sound and
intuitive to pronounce,
interpret, and recall.
Creative Process
(Name Development)
Legal Pre-Screening
And Search
Regulatory
Compliance
Test
Linguistic
Evaluation
Name Development
36
PhaseTwo
namecreation

-----------------------------------------------------------------------------------------------------------------------------------------
Naming Brief Final Candidate ListName Creation
Identify the framework for
developing the new name
candidates, based on the insights
from the naming strategy.
Analyze the name candidates with regard
to regulatory compliance, structural analysis.
Uncover naming candidates
through three separate
iterations of deep source
mining and ideation exercises.
CreativeProcess
37
namecreation
Core Brand
Lighted Surgical Retractor Set
Procedural Modifier
Brand
Nipple Sparing
Procedure
Procedural Modifier
Brand
Anterior Hip
Procedure

CreativeProcess
38
namecreation
Sample creative work product. This is the format used by Brand
Acumen to present the initial list of name candidates to Company
"X".
Here we see
The sample name
candidate,
‘Janage’
accompanied by a
linguistic analysis
and a brief narrative
The top scoring two
linguistic attributes

CreativeProcess
39
namecreation
Sample creative work product, continued.
Here, the name
‘Janage’ is analyzed
for Orthographic and
Phonological
conflicts with existing
products. Brand
Acumen’s process is
the same as the
POCA analysis
conducted by the
FDA (Failure Safety
Analysis)
FMEA

CreativeProcess
40
namecreation
Sample creative work product, continued.
Here, we construct a
nomenclature ‘style
guide’ which
examines intended
pronunciation,
etymology, and usage
examples.
Janage

Our exclusive Global Medical Device &
Pharmaceutical ForwardScreenTM
Legal Search allows us quickly identify
potentially troublesome naming ideas
before they ever become a hindrance
to any drug, device or trademark
approval process.
Brand Acumen will carefully screen all
presented name candidates to avoid
conflicts with Company "X"’s preferred
name candidates.
ForwardScreenTM LegalPre-ScreeningofAllNameCandidates
ForwardScreenTM

Trademark Search/
Brand Name Review
TrademarkSearch
UMDNS
(Universal Medical Device
Nomenclature System)
Pharmaceutical Names
In Use (source: IMS
Health)
Serion/Saegis
Medical Device Specific
Common Law Sources
Web Common Law Sources
• (includes geo-specific
Google results and global
pharmaceutical web
content)
Generic Top-Level Domain
Names (gTLDs)
GMDN
(GlobalMedicalDevice NomenclatureAgency)
Multiple trademark registers:
–Benelux
–Canada
–France
–Germany
–Italy
–Spain
–Switzerland
–United Kingdom
–United States
–International Register
(for WIPO country searches)
–CommunityTrademarks
(for E.U. country
searches)
Expanded U.S. Search Detail:
–State Trademarks
–FDAPOCA
–Business Names
Brand Acumen will search, reference and analyze
all of these key databases and search functions for
the final name candidates.
Phase

TrademarkSearch
PTO Databases
–CIPO (Canadian Intellectual
Property Office)
–USPTO TARR (Trademark
Application and Registration
Retrieval)
–USPTO TDR (Trademark
Document Retrieval)
–USPTO TTAB (Trademark
Trial and Appeal Board)
Collateral Reviews: Websites,
etc.
Boolean Truncation Common
Law Search
Pharmaceutical-Specific
Sources
Drugs.com
EMC
Rx List
Hmedicine
Vitamin Shoppe.
E.U. Regulatory Sources:
Eudrapharm
European Medicines Agency
.
Trademark Search (cont.)
Brand Acumen will search, reference and analyze
all of these key databases and search functions for
the final name candidates.

Phonological
These pairs have sufficient
orthographic differences.
phonological differences.
Orthographic
orthographic and phonological
differences, as well as syllable count
and length differences.
Letters in
Letters in
Letters in
Letters in
Letters in
Letters in
Letters in
Scripted May
Scripted May
Scripted May
Scripted May
Scripted May
Scripted May
Scripted May
Spoken May be
Interpreted As
Spoken May be
Interpreted As
Spoken May be
Interpreted As
Spoken May be
Interpreted As
Spoken May be
Interpreted As
Spoken May be
Interpreted As
Spoken May be
Interpreted As
RegulatoryCompliance
Assimiliating USAN, INN, and DMEPA’s own screening practices, we use data-driven methods, Failure Mode
and Effects Analysis, and naming simulation exercises to screen the names for compliance accross all global
drug anddevicesafety regulatory bodies, including, but not limited to:
FDA
EMEA
Health Canada
CFDA*
MHLW
ANVISA (Brazil)
MOPH (Thailand)
ANMAT (Argentina)
Similarity
Sinarest, Synarel,
Quinaretic, Aredia,
Arestin, Voltaren,
Xarelto,
Novarel
Prevention of
Failure
Similarity
Lantus, Lanoxin,
Lanreotide, Lamictal,
lasix, Lactulose,
Latuda, Lamisil,
Lanamet
Prevention of
Failure
Both
Lanacane,
Lenar,
Lenara
Prevention of
Failure
Name
L
Appear As
E, B, Z, I
r, d
Name
e
Appear As
u, e, o, c
any vowel
Name
n
Appear As
u, m, a, h, r
m
Name
a
Appear As
u, e, o, c
any vowel
Name
n
Appear As
u, m, a, h, r
m
Name
r
Appear As
s, n, v, b, h
d, b, p, t, v
Name
e
Appear As
o, u, a, c
any vowel
46
RegulatoryReview

USA- FDA (Food and Drug Administration)
Oversees the regulation and supervision of: food safety, tobacco products,
dietary supplements, prescription and over-the-counter pharmaceutical drugs
(medications), vaccines, biopharmaceuticals, blood transfusions, medical
devices, electromagnetic radiation, cosmetics, emitting devices (ERED), and
veterinary products.
Brazil-ANVISA- (the National Health Surveillance Agency)
The regulatory body of the Brazilian government. It is responsible for the regulation
and approval of Pharmaceutical drugs.
Japan- MHLW (Ministry of Health, Labour and Welfare)
Under the MHLW is the Pharmaceutical and Food Safety Bureau. This bureau is
in charge of setting pharmaceutical and medical device regulatory policy.
47
RegulatoryReview

Australia- TGA (Therapeutic Goods Administration)
The regulatory body for therapeutic goods (including medicines, medical
devices, gene technology, and blood products) in Australia. It is a Division of the
Australian Department of Health and Ageing.
China- CFDA (China Food and Drug Administration-
Formally known as SFDA)
Drafts laws, regulations and policy plans on the administration and supervision of
food safety, drugs, medical devices and cosmetics.
Europe- EMA (European Medicines Agency)
Decentralized agency of the European Union, located in London. The Agency is
responsible for the scientific evaluation of medicines developed by pharmaceutical
companies for use in the European Union.
48
RegulatoryReview

Argentina- ANMAT (The National Administration
of Drugs, Food and Medical Technology)
Performing actions conducive to recording, monitoring, control and monitoring
of the health and quality of products, materials, components, processes,
technologies and materials that are consumed or used in medicine, food and
cosmetics and control human activities and processes that mediate or are
included in these materials.
South Africa-MCC (Medicines Control Council)
A statutory body that regulates the performance of clinical trials and registration
of medicines and medical devices for use in specific diseases. The MCC is
responsible to ensure that all clinical trials of both non-registered medicines and
new indications of registered medicines comply with the necessary requirements
for safety, quality and efficacy.
Nigeria- NAFDAC (National Agency for Food and
Drug Administration and Control)
Responsible for regulating and controlling the manufacture, importation,
exportation, advertisement, distribution, sale and use of food, drugs, cosmetics,
medical devices, chemicals and packaged water.
49
RegulatoryReview

India- CDSCO (Central Drug Standards Control Organization)
Regulates drugs, cosmetics, diagnostics and devices in India and is responsible
for the safety, efficacy, and quality standards for pharmaceuticals and medical
devices, and publishes the Indian Pharmacopoeia.
Canada- Health Canada
Before drug products are authorized for sale in Canada, Health Canada
reviews them to assess their safety, efficacy and quality. Drug products include
prescription and non-prescription pharmaceuticals, disinfectants and sanitizers
with disinfectant claims.
Thailand- Thailand FDA (Food and Drug Administration)
The Food and Drug Administration (FDA), under the Ministry of Public Health
(MOPH), is the main agency in charge of drug approval and registration.
50
RegulatoryReview

ARigorousLinguisticAnalysis
From the perspectives of acoustic phonetics, phonology, and morphology in particular, our lexical
theorists pay extraordinary attention to all facets of linguistic nuance. Looking at the phonemic
structure, or the breakdown of distinct sounds in a given word, our team assesses the acoustic and
articulatory properties of all adjacent phones and consonant clusters.
Once we affirm that no harsh sounds are found at phonemic joints or intra-syllabically, we consider
the semantic qualities and evocations of all morphemes, or units of meaning.
Broken down even further, we specifically examine how our created words fare with regard to:
Scriptability
Aural Acuity
Pragmatic Scoring
Semantic Typology
Glue Semantics
Speech Synthesis
Speech Recognition
Parsing
Graphetics
Phonological Encoding in Language Production
51
LinguisticReview

LinguisticScoreCardAnalysis:
AnExaminationofSound,Structure,&Meaning
Each of the final, preferred 10-12 brand names created will be subjected to our ScoreCard*
analysis, based on the following categories:
Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Our ScoreCard Analysis will provide a quantitative “score” for each of the created brand names.
An example of our ScoreCard analysis can be found in the case study on the following pages.
ScoreCard
Categories
Phonetic Viability
Evocative Semantics
LinguisticReview

Global Name Safety
Market Research

Name Safety Research:
Market Research Sample Segmentation
. n = 2 0 5
54
Market Research Name Validation US Europe China Japan LatAm TOTALS
General Surgeons 40 30 10 10 10 100
Nurses 20 20 10 10 10 70
Orthopedic Surgeons 10 10 5 5 5 35
TOTAL 70 60 25 25 25 205
Brand Acumen will conduct a global name candidate market research study of the final 10-12 name candidates.
We will assemble a naming study guide/questionnaire targeted to the features and benefits of the
Lighted Surgical Retractor set and how each of the name candidate connotations and associations align with
the global positioning strategy. The study will consist of a sample size of 205 target market respondents.

Example of Brand Acumen’s
Work Product Deliverables

56
Lantus
LinguisticScoreCard
ComparativeAnalysis
ScoreCard Analysis – “Lantus”& Runner-Up Name Candidates
Lantus Laneven Solos Extine Relipa Glycent Sangide Ollage
Scriptability 8 9 9 7 7 7 8 5
Aural
Comprehensibility
7 7 7 8 6 5 5 6
Visual Aesthetics 7 7 9 7 7 5 6 6
Syllabic Balance 9 8 7 5 8 7 4 5
Phonetic Viability 9 6 7 8 6 6 4 4
Evocative Semantics 7 8 8 7 6 6 6 6
Durability &
Longevity
7 7 6 6 7 7 7 7
Ease of
Pronunciation
8 6 7 7 8 6 4 4
Gender Properties 6 6 5 8 7 6 8 8
Phonemic Simplicity 10 8 6 7 7 6 7 6
Quantitative
Score/100
78 72 71 70 69 61 59 57
Brand Acumen Sample:
Comparative Linguistic
Scorecard Analysis from
the proprietary name
development project
conducted for Sanofi
which led to the creation
of Lantus.
ExampleDeliverables:WorkProduct

57
Scriptabil
ity Aural
Comprehensibility
Visual
Aesthetics
Syllabic
Balance
Phonetic
Viability
Evocative
Semantics
Durability &
Longevity Ease
0 1 2 3 4 5 6 7
Saracta
LinguisticChart Analysis
Linguistic Attribute
Analysis for the ‘Saracta’
proprietary brand name
candidate.

58
SapellaUppliasPlusadaAplin
AploseinIpsil
Pilap
at
Lapacel
Ilsipan
0 1
0
2
0
3
0
4
0
3
8
2
2
3
7
4
8
3
0
1
8
5
2
1
Saracta
POCA Analysis
PhoneticOrthographic
ComputerAnalysis
Comparative FDA
Phonetic Orthographic
Computer Analysis
(POCA) for ‘Saracta’ and
the additional finalist
name candidates.

59
Copyright Brand Acumen,
LLC 2015
Saracta
AttitudeAnalysis
7
0
8
0
Stability
84
Efficacy
87
Safety
79
Strengthening
90
Flexibility
67
Empowering
86
Self Reliant
72
Vigor
68
0 10 20 30 40 50 60
Name candidate ‘Saracta’
Attitude Analysis.

60
Saracta
RelationalLinguistics:
ComparativeRadialAnalysis
Parsing (ease)
Graphet
ics
‘Saracta’ Name
Candidate.

Resources
Brand Acumen Team by
Category Expertise
Full Time Brand
Acumen Staff
Employee Count
Management 3
Creative Name
Development
8
Linguistics 6
Regulatory
Compliance
1
Trademark Law 3
Administrative &
Market Research
12
Total F/T Staff 36
Brand Acumen’s
Company "X" Project
Team By Task
Total Company "X"
Project Team
Members
Project Lead
(Bill Smith, CEO)
1
Creative Name
Development
4
Linguistic Analysis 4
Regulatory
Compliance
Examination
1
Market Research 3
ForwardScreen and
Final Legal Search
2
AccuBrand Report
Final Report and
Presentation with
Recommendations
2

September 2Project Kick-off
Landscape Analysis
Creative Name Development (Three Iterations)
Linguistic Analysis
September 3-5
September 5-12
September 12-13
September 14
Ongoing Through Creative
Regulatory Review
Trademark Search – All Name Candidates
Project Timeline
64
Market Research – Questionnaire Design September 14
September 14-17
September 18
Market Research – Field Interviews
Final Report with Recommendations

Appendix:
The Lantus Case Study

Lantus
The Client: Sanofi-Aventis
Sanofi-Aventis is a diversified global healthcare company that discovers, develops, and dis-
tributes therapeutic solutions to improve the lives of everyone.
The Task: Brand Name Development
The task was to create a global brand name for the first 24-hour long-lasting insulin to come
to market. This allowed patients to only administer one injection per day instead of multiple.
Naming Strategy
In our project kickoff meeting, it was understood that the primary attributes the name should
convey are convenience, reliability, and pioneering.
Name Creation
Our team created an initial list of over 90 potential brand name candidates. This list was nar-
rowed to 8 names after rigorous global linguistic analysis and trademark screening.
Names in Validation Phase
Relipa Laneven Solos Extine
66
Sangide Ollage Glycent Lantus®
casestudy

Each of the 8 brand name
finalists was subjected to
our ScoreCard analysis,
based on the following
categories:
Scriptability
Aural Comprehensibility
Visual Aesthetics
Phonetic Viability
Syllabic Balance
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Case Study: Lantus
67
casestudy

10
ScoreCard Analysis – “Lantus”& Runner-Up Name Candidates
Lantus
Lantus Laneven Solos Extine Relipa Glycent Sangide Ollage
Scriptability 8 9 9 7 7 7 8 5
Aural
Comprehensibility
7 7 7 8 6 5 5 6
Visual Aesthetics 7 7 9 7 7 5 6 6
Syllabic Balance 9 8 7 5 8 7 4 5
Phonetic Viability 9 6 7 8 6 6 4 4
Evocative Semantics 7 8 8 7 6 6 6 6
Durability &
Longevity
7 7 6 6 7 7 7 7
Ease of
Pronunciation
8 6 7 7 8 6 4 4
Gender Properties 6 6 5 8 7 6 8 8
Phonemic Simplicity 10 8 6 7 7 6 7 6
Quantitative
Score/100
78 72 71 70 69 61 59 57
casestudy

100 50
General Practitioners People with Diabetes
We interviewed 200 respondents regarding each of the
8 brand name candidates. Respondents included phy-
sicians, pharmacists, and patients.
Case Study: Lantus
QualiQuantitative Interviews
50
Pharmacists
69
casestudy

Brand Name Recommendation: Lantus®
Respondents quickly connected with Lantus®. Lantus was noted as future forward (LAN
computing was popular at the time), grounded, regulated, and constant. It’s syllabic and aural
qualities suggest balance and “tus” suffix is a nod to Aventis, the company that developed it.
Brand Name: Solos
Brand Name Feedback:
Respondents noted that Solos im-
plied “soluble” as well as “singular”,
referring to its once daily dosage.
Brand Name: Relipa
Respondents noted that Relipa
implied “reliable”. It also alludes
to recombinant human insulin and
lipids.
Brand Name: Laneven
Laneven served as our secondary
recommendation.Respondents not-
ed feelings of “balance” and “stabil-
ity” with the brand name candidate
as well as messaging to patients
“even” glucose levels.
Lantus
70
casestudy

Scriptability
Syllabic
Balance
Aural
Comp.
Phonetic
Viability
Visual
Aesthetics
Refers to how the name
appears when it is
written and any
difficulties encountered
in the scripting process.
Refers to overall lexical
balance, with regard to
syllable structure
(Perfect balance is
CVC-CVC.)
Aural
Comprehensibility:
Refers to how easy it
is to understand the
word when you hear
it pronounced.
How intuitive is
pronunciation based
on orthography?
Refers to quality of
thematic
undertones.
How does the word
look? Is it visually
appealing?
Does it offer potential
for interesting logo
design?
Evocative
Semantics
Ease
of Pronunci-
ation
Durability
& Longevity
Rating of relative
articulatory
comfort.
Does the word possess
distinctive qualities that
will ensure strength in
the future?
Gender
Properties
Appendix
LinguisticAnalysis: TermsDefined
Phonemic
Simplicity
How fluid are the
phonemic transitions?
(i.e. no adjacent harsh
sounds at phonemic.
joints)
This category measures
the feminine or
masculine qualities of
the word, relative to a
neutral baseline.

Brand Acumen
Supplemental Services
Overview

• INN Submission Strategy
• USAN - INN Rebuttals and Defense
• Failure Mode & EffectsAssessment
• Forensic Phonetic Science Simulation
• FDA– CDER Simulation Studies
• Name Safety Reports & Submission

• EPC Development & Strategy
• Algorithmic POCAModeling
• LexicalAnalysis
• Global LinguisticAnalysis
• Proprietary & Non-Proprietary Market Research
• BrandArchitecture

Bill Smith is Founder and CEO of Brand Acumen.
Having authored over 1600 brand names, Bill is responsible for naming
products which have generated over $1 Trillion in revenue for his clients.
He has penned Escalade (Cadillac), XBox (Microsoft), Abilify (BMS/Otsuka),
Outlook (Microsoft), Pavilion (HP), Avastin (Company "X"), Element (Honda),
Lexapro (Forrest Labs), Access (Microsoft), and Excel (Microsoft).
He sold the firm to the Interpublic Group in 1995. From 1995 to 1998, Bill
worked on their acquisition team and 1998, reacquired Addison Whitney,
quadrupled revenue and sold the firm in 2007 to inVentiv Health.

Anthony White, Vice President, Drug and Biological Drug Products, is widely respected for
his extensive experience in policy development and his comprehensive knowledge of the
regulatory environment.
Anthony joins Brand Acumen following fifteen years at GSK, The Brookings Institute and
The Center for Drug Evaluation and Research (CDER) where he served as Associate
Director for Policy Development in CDER's Office of Medical Policy.
Anthony has specific expertise with expedited drug development; biosimilars; investigational
new drug (IND) applications; prescription drug promotion and labeling; good clinical practice;
human subject protection; and expanded access programs for investigational drugs.

Jessica Caldone serves as Director of Nomenclature Strategy & Innovation at Brand
Acumen. Previously, Jessica was Director of Brand Development and Research for Sony
Pictures where she oversaw the naming of movie and TV titles.
She has held senior brand and innovation leadership positions at Fortune 500 companies
spanning consumer goods, financial services and consumer technology. She has
spearheaded the turnaround of famous brands both in the US and Europe and has a
proven track record of building inspiring brands that turn customers into passionate
advocates.

Tom McMahon was named Chief Brand Officer in December 2013 and is responsible for
leading Brand Acumen’s efforts to further enhance its brand reputation among key
constituencies including advertisers and media.
Prior to being named Chief Brand Officer, Tom was Executive Vice President, Creative at
Sony Entertainment. Tom began his career in 1998 as an Account Executive for J. Walter
Thompson in New York City. Tom’s career growth and development spans over multiple
business areas including directing and producing independent films. He has also managed
Talent Relations, Talent Brand Management and Live Events businesses for Sony, J. Walter
Thompson and Samsung.

Brian T. Corrigan, Vice President, Regulatory Policy, joins Brand Acumen following over a
decade of professional experience in the biopharmaceutical industry. Brian served as a key
member of the Government Affairs and Public Policy organization at Menarini
Pharmaceuticals. There, he led the development of the company's EMEA and FDA policy
strategies.
He also served as a member of the Daiichi Sankyo Pharmaceuticals Federal Policy and
Government Affairs organization. Brian uses his in-depth understanding of the U.S.
healthcare system and the FDA regulatory process to provide strategic and technical
guidance to Brand Acumen clients.

Rebecca Prince is Director of Name Design and Architecture at Brand Acumen, responsible
for design & copywriting, brand management, and the integration of digital marketing into
the brand fabric.
She has an impressive background, with a Degree in Electrical Engineering from Lehigh
University, an MBA from Ohio State University, plus marketing design experience from two
of the world's most iconic brands: Apple and Coca-Cola.
Rebecca began her career with Apple serving as Senior Designer – Human Factors where
she developed and led the human factors and color teams responsible for iMacs, iPods and
the iPhone

Brand Acumen
456 Washington St.
Suite 9D
NY, NY 10013
Bill Smith, CEO
william.smith@brandacumenstudios.com
704.906.3402

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