The Lantus Name Development Case Study
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The document outlines a case study for Sanofi-Aventis's brand name development of Lantus, a 24-hour long-lasting insulin. A list of over 90 potential brand names was narrowed down to eight finalists after rigorous analysis, with 'Lantus' ultimately being recommended due to its strong positive feedback from physicians, pharmacists, and patients. The name conveyed convenience, reliability, and modernity, resonating well with respondents and aligning with the brand's goals.
The Lantus Name Development Case Study
- 1. The Lantus Case Study
- 2. Case Study: Lantus The Client: Sanofi-Aventis Sanofi-Aventis is a diversified global healthcare company that discovers, develops, and dis- tributes therapeutic solutions to improve the lives of everyone. The Task: Brand Name Development The task was to create a global brand name for the first 24-hour long-lasting insulin to come to market. This allowed patients to only administer one injection per day instead of multiple. Naming Strategy In our project kickoff meeting, it was understood that the primary attributes the name should convey are convenience, reliability, and pioneering. Name Creation Our team created an initial list of over 90 potential brand name candidates. This list was nar- rowed to 8 names after rigorous global linguistic analysis and trademark screening. Names in Validation Phase Relipa Laneven Solos Sangide Ollage Extine Glycent Lantus® @
- 3. Each of the 8 brand name finalists was subjected to our ScoreCard analysis, based on the following categories: Scriptability Aural Comprehensibility Visual Aesthetics Phonetic Viability Syllabic Balance Evocative Semantics Durability & Longevity Ease of Pronunciation Gender Properties Phonemic Simplicity Case Study: Lantus @ 3
- 4. ScoreCard Analysis – “Lantus”& Runner-Up Name Candidates Case Study: Lantus Lantus Laneven Solos Extine Relipa Glycent Sangide Ollage Scriptability 8 9 9 7 7 7 8 5 Aural Comprehensibility 7 7 7 8 6 5 5 6 Visual Aesthetics 7 7 9 7 7 5 6 6 Syllabic Balance 9 8 7 5 8 7 4 5 Phonetic Viability 9 6 7 8 6 6 4 4 Evocative Semantics 7 8 8 7 6 6 6 6 Durability & Longevity 7 7 6 6 7 7 7 7 Ease of Pronunciation 8 6 7 7 8 6 4 4 Gender Properties 6 6 5 8 7 6 8 8 Phonemic Simplicity 10 8 6 7 7 6 7 6 Quantitativ e Score/ 100 78 72 71 70 69 61 59 57 @ 4
- 5. 100 50 50 General Practitioners People with Diabetes Pharmacists We interviewed 200 respondents regarding each of the 8 brand name candidates. Respondents included phy- sicians, pharmacists, and patients. Case Study: Lantus QualiQuantitative Interviews @ 5
- 6. Brand Name Recommendation: Lantus® Respondents quickly connected with Lantus®. Lantus was noted as future forward (LAN computing was popular at the time), grounded, regulated, and constant. It’s syllabic and aural qualities suggest balance and “tus” suffix is a nod to Aventis, the company that developed it. Brand Name: Solos Brand Name Feedback: Respondents noted that Solos im- plied “soluble” as well as “singular”, referring to its once daily dosage. Brand Name: Relipa Brand Name Feedback: Respondents noted that Relipa implied “reliable”. It also alludes to recombinant human insulin and lipids. Brand Name: Laneven Brand Name Feedback: Laneven served as our secondary recommendation.Respondents not- ed feelings of “balance” and “stabil- ity” with the brand name candidate as well as messaging to patients “even” glucose levels. Case Study: Lantus @ 6