When the supply of a competitor’s approved treatment was uncertain due to product contamination issues, Shire was faced with an unanticipated priority regulatory review for its innovative, intravenous product for Gaucher’s disease.
As one of its many commercialization needs, Shire needed to fast track the development and selection of a brand name. It was essential for Shire to secure the regulatory approval of its preferred brand name candidate upon first submission to the FDA, given the accelerated timeline for launch.
To meet this challenge, Shire asked InterbrandHealth to develop and assess brand name candidates in an extremely accelerated manner.
The marketplace for Gaucher’s Disease is relatively small, consisting of products that were traditionally branded and focused on scientific communications. Shire needed to create a differentiated brand name that had the ability to communicate both the scientific and emotional benefits of the product to multiple audiences.
The innovative and distinctive name we created—VPRIV—suggests empowerment and strength. The letter “V” at the beginning of the name provides a subtle link to the generic name “velaglucerase alfa” and the “IV” ending signals the formulation of the product.
Additionally, “PRIV” is derived from “primary” and “prevail,” signaling VPRIV is a powerful solution that will allow patients to triumph in their fight against Gaucher’s Disease.
VPRIV was certified as an acceptable brand name through 10/10® Brand Name Evaluation and InterbrandHealth’s regulatory assistance practice supported the final name submission to the global regulatory authorities.
VPRIV was approved by the FDA and EMA in 2010 on first submission.