Successful brand building for biotech and pharma products
•
2 j'aime•565 vues
Workshop at Sahlgrenska Science Park in Gothenburg, Sweden on 8 April 2016.
Recommandé
Recommandé
Contenu connexe
Similaire à Successful brand building for biotech and pharma products
Similaire à Successful brand building for biotech and pharma products (20)
Dernier
Dernier (20)
Successful brand building for biotech and pharma products
- 1. Successful brand building for biotech and pharma products Sahlgrenska Science Park, frukostworkshop Bergenstråhle & Partners 8 April 2016
- 2. 20 November 2008: “GlaxoSmithKline acquire Alvedon and Nezeril from AstraZeneca for 1 770 million SEK”
- 3. Agenda Introduction Johan and Andreas Bergenstråhle & Partners Intellectual asset management Brands, trademarks and strategy Patents and trademarks
- 4. Bergenstråhle & Partners Technology and patents IP law Design and trademarks Strategy consulting =
- 6. 20 November 2008: “GlaxoSmithKline acquires Alvedon and Nezeril from AstraZeneca for 1 770 million SEK”
- 7. Patent supports brand building • Patents protect inventions – Protection lasts for 20 years from filing Product life: indefinite Patent protection: 20 yrs Brand protection: indefinite while in use
- 8. BRANDS – IN PRACTICE
- 9. Brands • A brand is not a trademark • A brand is not a logo • A brand is not a product • A brand is not a design • A brand is not a person • A brand is not an identity
- 10. Brands What is a brand? • A brand is a persons gut feeling about a product, service or organization. • Because brands are defined by individuals, not by companies, markets or publics. • It is a gut feeling since individuals are emotional intuitive beings.
- 11. Brands • A brand is not what YOU say it is… • It is what THEY say it is!
- 12. Brand examples
- 13. Brand example
- 14. Brand building • Start by defining your brand – Who are you?______________ – What do you do? ______________ – Why does it matter? ______________
- 16. Brand structure
- 17. GlaxoSmithKline
- 18. GlaxoSmithKlein
- 19. Patents have long expired – so what did they acquire? 20 November 2008: “GlaxoSmithKline acquires Alvedon and Nezeril from AstraZeneca for 1 770 million SEK”
- 20. GlaxoSmithKline • Nezeril protected as a trademark since 1967 • Alvedon protected as a trademark since 1948
- 21. GlaxoSmithKline Alvedon: 500mg 20 pills 33 SEK 1,65 SEK/pill Paracetamol Orifarm: 500mg 20 pills 12 SEK 0,60 SEK/pill 275%
- 22. Choosing a name • Distinctiveness • Brevity • Appropriateness • Easy spelling and pronunciation • Likeability • Extendibility • Protectability
- 23. Define the generic term to avoid degeneration of the mark • If the product introduces a new category on the market, there is a big risk of that the mark becomes the common name for the product type. – Jeep, elevator, tomtom, rollerblades, thermos • To preempt this you should consider to create a generic descriptor to describe the product type. – All terrain vehicle, lift, personal navigation device, inline skates, vacuum flask • You should also monitor the general use of the mark, internally and externally
- 24. Reasons why companies register trademarks? • Clearance – making sure you can use/register the mark • Preventing others from use • Franchising (Licensing) • Marketing benefits
- 25. Trademark - example Word mark: COCA-COLA, H&M, SPOTIFY, Kinnarps Figurative/logotype: 3D-trademark:
- 26. Control • Protecting a brand by registration – What can/should you register? – TO DO before registering a trademark • Managing your trademark portfolio – Oppositions – Infringements • Managing your trademark usage (and how others use your trademarks!)
- 27. Trademark clearance Multicorp. • Since trademarks is a national right you have to have a registered trademark in every country where you want to use your trademark or prevent someone else from using you trademark. • Trademark clearance is therefore a relatively complicated and complex process but is very critical to do BEFORE you launch your product.
- 28. Registering the trademark • Classification – 45 different classes (goods and services) – Costs • Where to register? – Sweden – (PRV) – EU – (EUIPO – former OHIM) – Elsewhere (madrid protocoll via WIPO or national filings)
- 29. Trademark watches and oppositions • Important to monitor other trademark filings – When you have a registered trademark it is common to monitor other similar trademarks. This is because the trademark authorities does not always object to registration of “similar marks” • Filing oppositions against other trademarks – Argue for a likelihood of confusion • Similarity of the signs • Similarity of goods and services • Use requirements (argument or risk)
- 30. European Medicines Agency • Läkemedelslagen (2015:315) • Läkemedelsförordningen • Läkemedelsverkets föreskrifter om marknadsföring av humanläkemedel (LVFS 2009:6) • Not allowed to market: – Unauthorized drugs – Towards children – Prescription drugs • §6 All advertising of medicinal products to the public should include at least the following information: – the name and the current (ie generic) name if the product contains only one active ingredient. – The information needed for the drug to be used on properly. – An express, legible invitation to read carefully the instructions on the package leaflet or, if applicable, the outer package.
- 31. Key takeaways • Manage your intellectual assets AS assets • Decide your brand • Trademark clearance – Right to use: Competitors & marketing law – Right to register: Absolute/relative hinders • Manage your rights • Consistent communication
- 32. Brand strategy assessment • Exclusive to the participants of this seminar and members at Sahlgrenska Science Park we offer a Brand Strategy Assessment • Meeting to review and assess current brand(s) and strategy • Specific recommendations to strengthen control and consistency in use • Get in touch via johan.orneblad@bergenstrahle.se Prices excluding VAT and subject to our General terms
- 33. Thank you! 20 November 2030: “GlaxoSmithKline acquires [INSERT YOUR NAME] for 1 770 million SEK”