Naming Products
Norvasc
(amlodipine) is the most-recognized cardiovascular drug in the United
States. Norvasc was recognized by 14% of U.S. physicians in a survey conducted
by Brand Institute Inc. (brandinstitute.com) in first-quarter 2003. Norvasc,
marketed by Pfizer Inc. (pfizer.com), is a long-acting calcium channel
blocker for treating high hypertension and angina. The second-most recognized
product in the United States, at 11.2%, was Cardizem (diltiazem), marketed
by Biovail Corp. (biovail.com). Cardizem, a calcium channel blocker, is
a once-a-day medication for the treatment of hypertension and angina.
Cardirene is the most-recognized cardiovascular brand in Europe. Cardirene
(lysine acetylsalicylate), an antithrombotic, was recognized by 14.7%
of physicians in that part of the world. The product is marketed by Sanofi-Synthelabo
SA.
Naming Products
The
second-most recognized product in Europe, at 11%, was the antihypertensive
drug Vascoman (manidipine ), also known as Iperten. Vascoman is a calcium
channel blocker marketed by Takeda Italia Farmaceutici SpA for the treatment
of hypertension. Norvasc, at 3.7%, was the seventh most-recognized brand
name in Europe among physicians. Brand Institute (brandinstitute.com)
surveyed more than 2,000 medical professionals in North America and Europe
to determine the most-recognizable brands in the cardiovascular category.
The Brandpoll.com sample consists of physicians and hospital and retail
pharmacists. Brandpoll is a marketing tool designed by Brand Institute
to help clients monitor the competitive marketplace and identify potential
strengths and weaknesses of their brands.
Naming Products
