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The Most-recognized Central Nervous System Brands

Two Pfizer Inc. drugs top the list of the most-recognized central nervous system brand names in North America: Neurontin and Dilantin – both anticonvulsants. Neurontin is the top most-recognized brand name in the region. The pharma brand name was most recognized by 12.6% of physicians in a survey conducted by Brand Institute Inc., a biotechnology branding, pharmaceutical branding, and consumer branding consultancy firm, in the second quarter of 2004. Neurontin is indicated for postherpetic neuralgia and for the treatment of partial seizures.

Originally approved December 1993, the product is marketed by Pfizer (www.pfizer.com). Gabapentin is the active ingredient in Nrurontin. Ivax Corp. recently began the commercialization of generic Gabapentin in 100-milligram, 300-milligram, and 400-milligram tablet strengths to selected customers.

The second most-recognized central nervous system brand name in North America is Dilantin. About 10.9% of physicians recognized the name brand the most. The drug is indicated for the control of tonic-clonic and psychomotor seizures, Dilantin is marketed by Pfizer. Dilantin was first approved in February 1979.

The third most-recognized central nervous system brand name in North America is Prozac. About 8% of physicians recognize the pharmaceutical brand name the most. The product is approved for the treatment of depression, obsessive compulsive disorder, bulimia, and panic disorder. Prozac is marketed by Eli Lilly and Co (lilly.com). Prozac was initially approved for treatment of depression in Belgium in 1986 and in the United States in 1987.
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The most-recognized central nervous system brand name in Europe is Valium. The brand is most recognized by 8% of physicians. Valium is marketed by Roche (roche.com) and is indicated for the treatment of anxiety disorders.

The second most-recognized central nervous system brand name in Europe is Tegretol. About 7.5% of physicians recognize the brand name the most. Tegretol, for the treatment of epilepsy and pain associated with neuralgia, is marketed by Novartis (www.novartis.com).

The third most-recognized central nervous system brand name in Europe in Zyprexa. The brand in most recognized by 6.1% of physicians. Zyprexa, indicated for the treatment of schizophrenia, is marketed by Lilly.

Brand Institute (www.brandinstitute.com), a consumer, biotech and pharmaceutical brand naming company, surveyed more than 2,000 physicians and hospital and retail pharmacists in North American and Europe to determine the most-recognizable brand names in the category of central nervous system drugs. Brandpoll is a marketing tools designed to help clients monitor the competitive marketplace and identify the potential strengths and weaknesses of their brand names.
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