Verbal Brand Identity




The Situation


Brandsymbol has developed a valued relationship with FCB Health, a leading pharmaceutical full-service advertising agency, that has proven to be beneficial for all parties involved, especially our clients. With FCB Health as their agency of record, AbbVie contracted them for expedited creative name development for their “next-gen HCV (Hepatitis C Virus) combination”. FCB Health re-engaged brandsymbol, recognizing us as a dependable and reputable partner, to efficiently complete an in-depth evaluation from a trademark, linguistics, and safety and regulatory perspective, on their created names on an accelerated timeline.


The Solution


Brandsymbol efficiently and effectively collaborated with both FCB Health and AbbVie on the creative efforts – contributing insights on name strategies and letter strings in pharmaceutical naming – and completed an in-depth evaluation on optimal name candidates, playing an integral role in the approval of MAVYRET™. Brandsymbol first took hundreds of names through a vigorous legal and trademark prescreen, evaluating for trademark ownability in primary target countries, which narrowed down the initial creative the list to two-dozen for linguistics evaluation and safety and regulatory testing.


The Success


MAVYRET™ was successfully cleared from a legal, linguistic, and safety standpoint and verified through commercial research among key stakeholders, becoming the optimal name for FCB Health and AbbVie. SafeMark developed the final submission reports for the FDA and Health Canada, resulting in the approval of MAVYRET™ in AUG 2017.

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