Selecting a Brand Name for a Drug Product • Desirable qualities for a brand name:

– (1) it should CLOSELY SUGGEST something about the PRODUCT'S BENEFITS AND QUALITIES that the intended markets could associate with easily. EX. (Diatabs, Stresstabs, Licealiz, fungisol, drivemax, neurobion) – (2) it should be EASY TO PRONOUNCE, RECOGNIZE, AND REMEMBER. – (3) it should be DISTINCTIVE to readily arrest ATTENTION.