Pharmaceutical Brand Management

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Pharmaceutical Brand Management

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Pharmaceutical Brand Management

  1. 1. PHARMA BRAND MANAGEMENT NishantKewalramani
  2. 2. AGENDA  Choosing a Pharma Brand name  Protection strategy  Adjudging Infringement for Pharma Brands  Trade Dress
  3. 3. WHAT IS A TRADEMARK  A mark  Capable of being represented graphically  Capable of distinguishing the goods and services of one person from another  Word, phrase, logo, signature…
  4. 4. THINK OUT OF THE BOX  Shape  Color Combination  Taste Apresazide
  5. 5. CHOOSING A MARK- THE PROTECTION LADDER • Fanciful • Arbitrary • Suggestive • Descriptive • Generic
  6. 6. PROTECTION STRATEGY  Word marks offer broadest protection  Logos ensure better connection with consumers and easy recognition of brand  Black & white logo ensures broad protection over all color combinations  Colored logo- closer association towards building a stronger brand  Filing in allied classes
  7. 7. ADJUDGING INFRINGEMENT  Meronem (Astrazeneca)  Meromer (Orchid Chemicals)  Derived from chemical name Meropenem  -em and –er are common suffixes in the pharma industry
  8. 8.  Falcigo  Falcitab  Schedule L Drugs  Bought by only hospitals and clinics  No Confusion
  9. 9.  Niftran (Ranbaxy)  Niftas (IntasPharma)  Schedule H drugs-  Available only on prescription  Chemist will not cheat the customer
  10. 10.  Loprin  Loparin  Both for heart ailments  Preventive versus curative medicine  Loprin taken orally while Loparin intramuscularly injected  No confusion
  11. 11. TRANSBORDER REPUTATION  Ocuflox- worldwide fame, used in more than 15 countries, no existence in India  Ocuflox- used only in India  Doctors well versed with medical literature worldwide  Attend international conferences etc  Transborder reputation, Indian company’s use amounts to infringement
  12. 12. TRADEMARK TO TRADE DRESS  Trade Dress- Visual appearance of a product  Size  Shape  Design  Pattern  Packaging  Generally acquired distinctiveness.  Increasingly used to differentiate between products.
  13. 13. GLUCON D V. GLUCOSE D
  14. 14. THANK YOU For More Details Visit www.bananaip.com/sinapse-blog A Property of BananaIP

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