Brand Institute

Brand Institute was hired by a biotechnology company to develop a global brand name strategy. As the marketing director, the client worked closely with a team of 4-5 members from Brand Institute, including account services, heads of EU and Brazil regulatory, and their creative team. The vendor led workshops to help the company align their brand name with their positioning, brand essence and brand objectives. The team also provided regulatory support, helped to write submission documents for EU, Canada, Brazil, and the US, and devised backup names and strategies for brand name submission and approval.

In another project, Brand Institute was hired by a Biotech company to develop the tradename for a highly specialized targeted cancer agent. The VP of Marketing/VP of Med Affairs worked with Brand Institute's VP and his staff on client services. The vendor's method incorporated analysis of the brand personality, the company's vision for the brand and the competitive landscape, aiming to identify a tradename that resonates with the product and aligns with the mechanism of action, biologic target, and disease addressed.

Brand Institute was also hired by a healthcare company, tasked with helping them through their naming process. The director of marketing of the healthcare company worked with two people from Brand Institute on a day-to-day basis, with 6-7 others present in meetings throughout the project. The vendor helped the company find names approved by regulatory bodies, whittling down from hundreds of different names to the few top choices. Brand Institute will deliver a list of these final names, complete with descriptions and meanings, as well as a PowerPoint presentation.