What Makes a Great Animal Health Brand Name?

Naming an Animal Health Brand is a complicated process. Below we will discuss what it takes to create a name, review it in context of the wider pharmaceutical market and look at what the end-users need from a name.

How Do You Create a Powerful Animal Health Brand Name?

When considering what makes a great Animal Health brand name, we need to review the name in context rather than in isolation.

As with all brand names it is essential to have an understanding of the product, the end user(s) and the context. Equally important is the projected life cycle for the brand and how it will develop and sit alongside any existing portfolio.

The history of brand naming within the Animal Health marketplace is on the one hand, long and complex, yet on the other, it is more straightforward with noticeable trends emerging over the last decade.

In some ways it mimics that of the Pharmaceutical industry in general within human medicines. After all, both have similar development and discovery considerations as well as strict legal and regulatory requirements in order to successfully introduce a brand to the marketplace.

What is Specific to Animal Health?

When it comes to Animal Health, the FDA and the EMA have been less complicated or challenging bodies to satisfy when it comes to getting a name approved, mainly due to the number of pre-existing brand names, clinical setting and therapy areas that are present within human medicines. But that has certainly changed.

Creating and selecting the right name, a name that is unique, communicates the key brand benefits and survives the legal/regulatory screening is more important than ever.

Historically names were very descriptive, communicating either the therapy area, clinical benefit or even had a link to the International nonproprietary name (INN). In addition names that were immediately meaningful indicating a tangible or associative benefit in a more emotional way were prevalent. For example, names such as Frontline that communicate directly to the end use. This is perhaps in contrast to the more meaning free, arbitrary types of names that have come to dominate pharmaceutical brand naming.

The availability of this traditional/descriptive type of name is certainly not gone, but the challenge is greater and it is definitely harder to find differentiation.

There is definitely the opportunity to create names that are modern, exciting and impactful – it is important to identity the right name type.

Types of Names and Creating a Naming Strategy

The most important thing for the brand name to be engaging is to properly understand and identify a naming strategy. What type of name will work best and promote the key benefits and brand message?

Within Animal Health, new brands range from blockbuster products, lifecycle management, and an increasing number of branded generics. As well as the introduction of new technologies, such as biologicals and inevitably biosimilars in the future.

Finding where your brand fits into this picture is an important first step.

A blockbuster, revolutionary/new treatment can provide the opportunity for something impactful, memorable and unique.

In addition, we must understand the context, the therapy area, existing marketplace, future potential of the brand, whether the new brand will be for companion animals or for commercial animals/livestock and of course the end users – such as the Vet or the Pet owner.

Choosing a name type and naming strategy

Elimial and Eprecis are powerful naming examples of branded generics

Eliminall is a branded product of Pfizer‘s generic Fipronil for the treatment of flea and tick control in dogs and cats, most widely known as Frontline in its branded form.

Eprecis is a branded version of the generic Eprinomection– a new injectable formulation developed by Ceva Sante Animale for dairy cattle.

The names Renalzin, Duoflect and Versifel are equally good examples of names that carry power, strength and immediate meaning for the user.

Renalzin from Bayer Animal Health is for chronic and acute renal disease in cats. It is a straightforward, easy-to-communicate type of name that sounds strong, effective and reliable whilst referencing the indication.

Duoflect for Ceva is a new fixed combination, spot-on solution for the treatment and prevention of flea and tick infestations in cats and dogs. Derived from ‘duo’, ‘endecto’ and ‘flea/tick’, it is immediately meaningful, simple and functional.

Versifel CVR is a new addition to the Zoetis generics portfolio, a cat vaccine for the active immunisation of healthy cats to reduce mortality and clinical signs of several diseases. Derived from ‘versatile’, ‘universal’ and ‘feline’ it is straightforward, powerful and meaningful.

Names and name types that contrast with a more modern and consumer feel include

Bayer Seresto, an innovative flea and tick collar was the first new treatment in more than a decade to offer combined protection for both cats and dogs. An evocative, freestanding coinage, with a friendly/upbeat tone and a re-assuring sound, the name communicates comfort, well-being and peace of mind.

Strectis for Ceva is a spot-on solution for cats for the treatment and prevention of flea and tick infestations, derived from ‘strength’ it communicates superior efficacy, impact and long-lasting protection.

Ceva Zeleris, a powerful and exciting name for therapeutic treatment of bovine respiratory disease (BRD), powerful sounding, it communicates speed of action, durability and next-generation innovation.

Bayer ExpertCare is an umbrella brand name for a family/portfolio of dog and cat treatments and non-prescription healthcare products. ExpertCare provides a consistent and easily identifiable range of products for pet owners, being simple, meaningful and direct.

combiva 2 for dogs and puppies

Ceva Combiva for dogs and puppies is a monthly flea preventative that offers comprehensive flea protection by killing adult fleas, larvae, and eggs.

Positive and upbeat sounding with a consumer tonality, it is a good example of a meaningful coined name, that communicates confidence, peace of mind and superior functional benefits.

To Summarise What Makes a Great Animal Health Brand Name

Many things contribute to making a successful brand. But when it comes to creating a great brand name, as the examples noted illustrate, it is creativity and an understanding of the legal/regulatory challenges that will achieve this. What makes a really great band name Names that re-enforce the key brand messages, communicate the benefits and engage the end user will always rise to the top whether it is a follow-on product, branded generic or a real blockbuster.

Contact us to talk about your new branding challenge, help you create something memorable and impactful