Branding

Brands play a key role in assisting consumer purchasing decisions by identifying the source of different products as known and trusted, or what economists refer to as search efficiency. Brands are the principal repository of goodwill that enables a company to distinguish its products. The importance of brands is recognized by legislation in many countries that provide intellectual property protection of a brand name through trademark registration. Further, the trust consumers place in brands are incentives for companies to preserve the goodwill attached to a brand and to maintain a standard of quality for products bearing that brand name.

The start-up costs of producing a memorable brand name are high and it is for this reason that brand name line extensions are valuable for both companies and consumers. When a customer is in a store aisle looking at potentially hundreds of products, familiarity with known brands acts as a shortcut to speed up and narrow the decision-making process. Undue restrictions on OTC medicine brand name line extensions may result in un-patterned and disorganized products, which may cause confusion and burden consumers.

Our Position

CHPA supports the key role branding plays in consumers' self-care selections; however, there is no substitute for reading and understanding the label on over-the-counter medicines and dietary supplements. The brand name of a medicine or supplement is only an initial step of consumer recognition and selection. Labels must and do contain all of the information needed for safe and effective use by consumers without the intervention of a healthcare professional.

Browse Branding Content

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Podcast

CHPA Chat - When Is the Time Right? A Close Look at Mergers, De-Mergers, and Acquisitions

Good science, and new customer behavior mean the time is right for companies to evaluate their portfolios to position themselves for success. Tailwinds are good, private equity interest is high, and the self-care future is bright.

Mar 13, 2023

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Podcast

CHPA Chat - Corporate Social Responsibility in the Cosmetics Industry

Today we're going to be taking an in-depth look at the cosmetics and personal care industry in the context of corporate social responsibility. What is that industry doing to be environmentally sustainable and increase diversity in its companies, customer base, and images of beauty?

Jul 7, 2022

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Podcast

CHPA Chat - Building Consumer Trust: Multicultural Brand Marketing

Advancing the beauty of diversity through multicultural marketing starts with connecting with consumers. These industry leaders discuss how it’s done.

Aug 2, 2021

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Submission

Comments on Best Practices in Developing Proprietary Names for Human Nonprescription Drugs

In keeping with the mission of the FDA Center for Drug Evaluation and Research’s Office of Surveillance and Epidemiology Division of Medication Error and Prevention Analysis, this CHPA member feedback is designed to minimize the risk of medication errors due to consumer confusion attributed to an OTC drug product name.

Jun 14, 2021

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Submission

Comments to FDA: Proprietary Name Reservation for Drug Products

In principle, CHPA supports an early approval program for proposed proprietary drug names. However, should FDA decide to implement a program, we expect that FDA would publish a draft Guidance for Industry and we would provide further comment based on the criteria.

Oct 27, 2014

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Submission

Comments to FDA: Developing Proprietary Names for Drugs

CHPA appreciates the opportunity to provide comments on the FDA’s draft guidance for industry entitled “Best Practices in Developing Proprietary Names for Drugs”. CHPA members hope the Agency will find the suggested revisions in these comments informative as the final version of the guidance is developed.

Sep 15, 2014

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Submission

Comments on the Consumer Product Safety Improvement Act of 2008 (CPSIA)

Oct 29, 2008

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Submission

Comments to FDA: Pilot Program to Evaluate Proposed Name Submissions

These comments are submitted in response to the public meeting held June 5 and 6, 2008, on evaluating proposed proprietary names for drug products.

Jul 7, 2008

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Submission

Comments to FDA: Evaluating Drug Names for Similarities

Letter to Daniel E. Troy, Esq. regarding whether there should be different trade-name evaluation procedures for different classes of drugs (Rx versus OTC).

Jul 9, 2003

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Submission

Comments to FDA: Evaluating Drug Names for Similarities; Methods and Approaches

These comments are submitted in response to the public meeting of June 26 on evaluating drug names for similarities, which was co-sponsored by the FDA, PhRMA, and the Institute for Safe Medication Practices.

Jul 9, 2003

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