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Sustainability

Where might a brand ultimately be going? The foundations that we establish for a brand from the outset should be sufficiently flexible, both to accommodate changes in the market and for the post-patent life of the brand. The criterion of sustainability extends to "future-proofing" a name for the long-term brand opportunity. Pharmaceutical brands are sometimes under different constraints. Consider, for example, the number of biologics which have the potential to target more than one condition. Consider, as companies are looking to build longer-lasting brands, the need for the equity of an established Rx brand name to be leveraged within the over-the counter (OTC) environment.

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