The trade name of a drug is the registered name under which a drug is marketed and advertised. The trade name is developed by the pharmaceutical company that manufactures the drug and is often different from the international nonproprietary name (INN) or the scientific name of the active pharmaceutical ingredient in the drug. Well-known examples are Aspirin, the trade name of the Bayer company for drugs containing the active pharmaceutical ingredient acetylsalicylic acid, or Advil, the trade name of the Haleon company for drugs containing ibuprofen.

Characteristics of trade names (German translation: Handelsnamen):

• Uniqueness: The trade name should be unique and different from the names of existing drugs to avoid confusion among patients and healthcare professionals.
• Trademark protection: A trade name is usually registered as a trademark (German: Marke), which gives the company the exclusive right to use it for marketing and selling the drug.
• Marketing appeal: Brand names are often designed to be easy to remember, to be associated with certain positive characteristics or to entice customers to purchase them.

The meaning of the trade name of a drug:

• Legal protection: Registering a trade name provides legal protection for the pharmaceutical company and prevents competitors from using it unlawfully. A word mark entitles its owner to take legal action against infringements resulting from misuse of the mark. This includes the illegal copying or imitation (German: Nachahmung) of a product.
• Market positioning: The trade name helps to differentiate a drug on the market, facilitates its marketing and advertising and can influence the perception and acceptance of the drug by consumers. A strong brand name can significantly increase the marketing value of a product, as consumers associate it with a certain level of quality and reliability.
• Patient information: Although the trade name may differ from the name of the active pharmaceutical ingredient, it is often used in medical practice to facilitate communication between doctors and patients and to simplify the prescription and administration of medicines.

In summary, the trade name of a drug is an important part of its product identity on the pharmaceutical market, plays a key role in the marketing strategy and protects the manufacturer’s intellectual property.

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