Brand Acumen's Regulatory and Linguistic Analysis For a New Proprietary Drug Name. A look into what goes into the creation of a new pharmaceutical name. A Case Study: Janage

1. Janage
Presentation: Regulatory and Linguistic Analysis of a New
Proprietary Drug Name
@

2. 43
Immediately reminding of “manage”, this is a name that evokes
stability and regulation; “j” is a unique letter in the pharmaceutical
space, giving this name an edge. “age” ending gives this name
grounding as well as a feeling of durability. Perfect CVCV orthographic
alternation.
Janage
8
Slight break between “J” and
rest of word, but fairly easily
scripted.
Scriptability
8
Unusual name in the space,
which makes it quite durable.
Durability &
Longevity
Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Quantitative Score/100
8
7
8
7
7
7
8
8
7
7
74
Appendix: Example FDA Simulation

3. 44
Janage Xeljanz, Agenerase,
Renagel, Salagen,
Glucophage, GlucaGen,
Topiragen, Ziagen,
Panagen, Alternagel,
Donnagel, Clinagen
Orthographic
Similarity
Tanagel, Tareg,
Taregyl, Janumet, Jantoven
Phonological
Similarity
Januvia,
Jonac,
Jonac Plus
Both
These pairs have sufficient
orthographic differences.
These pairs have sufficient
phonological differences.
These pairs have sufficient
orthographic and phonological
differences, as well as syllable count
and length differences.
Prevention of
Failure
Prevention of
Failure
Prevention of
Failure
Appendix: Example FDA Simulation

4. 45
Janage
Letters in
Name
Letters in
Name
Letters in
Name
Letters in
Name
Letters in
Name
Letters in
Name
J
a
n
g
a
e
Y, I, G, H, L, C
u, e, o, c
u, m, a, h, r
q, p, y, j, a, z
u, e, o, c
o, u, a, c
Scripted May
Appear As
Scripted May
Appear As
Scripted May
Appear As
Scripted May
Appear As
Scripted May
Appear As
Scripted May
Appear As
g, y, l, c
any vowel
m
k, c, x, q
any vowel
any vowel
Spoken May be
Interpreted As
Spoken May be
Interpreted As
Spoken May be
Interpreted As
Spoken May be
Interpreted As
Spoken May be
Interpreted As
Spoken May be
Interpreted As
Appendix: Example FDA Simulation

5. 46
Appendix: Naming Simulation Overview
We rigorously screen the name for error based on naming simulation practices utilized by the
various regulatory bodies that oversee name safety. The participants included those individuals
that play intergral roles in the prescription cycle, including General Practitioners, Pharmacists,
Nurses, and Patients. Participants in our Naming Simulation are shown the name scripted in
various applications to assess its legibility as well as asked to record their interpretation of the
word when spoken to them.
Our team collected a variety of samples that simulated the words’ different applications in medical
settings. Our aim was to measure any error that may arise due to its orthography, phonology, as
well as linguistic contextualization.
Company
Name
FDA /
USPTO
International
Regulatory
Bodies
Market

6. 47
Sample 1 Sample 3
Sample 4Sample 2
Appendix: Example FDA Simulation - Prescription Samples

7. 48
TANAGE
JANACE
TANACE
JANASE
JANQGE
JANOSE
JANOZE
JANOGE
JANOGIZ
JONAGE
JONOSE
JANAGIZ
IONUGE
JONUGE
IONUZE
JONUZE
JONEEGE
JOREEZE
Total Misinterpretations
JANAGE
3
6
1
2
1
2
0
5
1
0
0
1
0
0
0
0
0
0
22
38
0
0
0
0
0
0
0
0
0
1
1
0
5
7
1
2
1
1
19
41
3
0
0
2
0
4
0
2
0
1
1
0
0
0
0
0
0
0
13
47
0
0
0
2
0
0
5
6
0
6
2
0
0
1
0
0
0
0
22
38
Interpretation Sample 1 Sample 2 Sample 3 Sample 4
Appendix: Example FDA Simulation - Prescription Samples

8. 49
8 8
7
7
8 8
7
7
7
7
Slight break between “J” and
rest of word, but fairly easily
scripted.
Thematically related to “man-
age” and healing, but this is not
completely overt.
Easily understood based on
pronunciation, but “j” could be
confused with “g”, as well as
vice-versa.
Unusual name in the space,
which makes it quite durable.
Visually interesting word, with
“J” beginning, which is unusual
in the space.
Simple to articulate, though
proper pronunciation is a bit
foreign in sound.
Mostly balanced, but second
syllable is significantly longer
than the first.
Slightly skewed toward the
feminine with French-sounding
“age” ending.
Mostly intuitive to pronounce, but
“j”/”g” could be ambiguous, as
well as vowel quality.
Fluid word without harsh
sounds, but there is a bit of an
unusual sound sequence in the
word, with differing “j” and “g”
pronunciations.
Janage Linguistic Marks
Scriptability
Evocative
Semantics
Aural
Comp.
Durability
& Longevity
Visual
Aesthetics
Ease of
Pronunciation
Syllabic
Balance
Gender
Properties
Phonetic
Viability
Phonemic
Simplicity
Appendix: Linguistic Assessment - ScoreCard
Total Score:
74/100

9. 50
Intended pronunciation:
Part of Speech: Noun.
Number: Singular (Janage); collective/plural (Janage).
Gender: None
Etymology: A combination of “Jan” from “January” and “age”.
January: from Latin Januarius (mensis) ‘(month) of Janus,’ the Roman god who presided over
doors and beginnings.
Age: from Old French, based on Latin aetas, aetat-, from aevum ‘age, era.’
Example Usage
Physician, to Patient: “I am writing you a prescription for 10mg/day of Janage.”
Pharmacist, to Patient: “Your Janage prescription is ready.”
Spouse, to Patient: “Did you take your Janage today?”
Patient, to Spouse: “Yes, I took my first dose of Janage this morning, and I take the second this
evening.”
Appendix: Janage - Style Guide
[ʤə’naʒe]

10. 51
Janage
Morphological Complexity:
A measure of the number of distinct morpheme types in a
given word or utterance.
Rating: Relatively Simple
Voice Recognition:
Broken down differently, the word can be parsed to produce
distinct phonological representations:
Appendix: Linguistic Scoring - Morphological Complexity
Jan-age [‘ʤae-nɪʤ]
Ja-nage [ʤə’-naʒe]
Ja-nage [ʒə’-naʒe]
Ja-nage [‘ʒə- nɪʤ]

11. 52
Parsing Analysis: How do we process morphologically complex words? Using parsing routines,
it is possible to identify constituents within the word and to calculate lexical meaning.
Rating: Relatively Simple to Parse
Appendix: Linguistic Scoring - Parsing Analysis
Ja-nage
Jan-age
Ja-n-age
Ja-nag-e
Ja-na-ge
J-a-n-a-g-e

12. 53
Appendix: Example Market Research Assessment
Our team interviews individuals to understand how the brand name candidates will be received.
All interviewees are intimately familiar with the market and the key market players. Interviewees
are directed to write the name, letter by letter, in their own handwriting, and to pronounce it.
Each respondent is probed regarding their initial reactions, reservations, and understanding of
the name candidate. All interviews are conducted blindly meaning that we never identified the
project sponsor.

13. 54
Name Sounds Like a Drug That
Treats X Condition
Pronunciation: Respondent Feedback
Legibility: Respondent Feedback
Yes: 71%
No: 29%
Easy: 87
Moderate: 27
Difficult: 5
Difficult: 6
Easy: 87
Moderate: 27
Important Terms & Words: Number of Mentions
Trusted Innovative Powerful Enduring Restorative Unique Active Precise Optimistic
92
67
78 80 82 75 86 81
58
Appendix: Example Market Research Assessment

14. 55
Janage
Janage
Janage
J Janage
janage
J J JJanage
JJanage
janage
anage
Janage
Janage
Janage
J Janage
janage
J J JJanage
JJanage
JJanage
J
JJanage
janage
anage
Appendix: Logo Exploration
JJanage

15. 56
Janage
JJanage
JJanage
JJanage
JJanage
JJanage
JJanage
JJanage
JJanage
Appendix: Logo Exploration

16. 57
Appendix: Packaging Exploration

17. 58
Appendix: Capsule/Tablet Design Exploration

18. 59
Linguistic Analysis: Terms Defined
Scriptability
Syllabic
Balance
Aural
Comp.
Phonetic
Viability
Visual
Aesthetics
Refers to how the
name appears when
it is written and any
difficulties encountered
in the scripting process.
Refers to overall lexical
balance, with regard to
syllable structure (Perfect
balance is CVC-CVC.)
Aural Comprehensibility:
Refers to how easy it
is to understand the
word when you hear it
pronounced.
How intuitive is
pronunciation based on
orthography?
Refers to quality of
thematic undertones.
How does the word
look? Is it visually
appealing? Does it offer
potential for interesting
logo design?
Evocative
Semantics
Ease
of Pronunci-
ation
Durability
& Longevity
Rating of relative
articulatory comfort.
Does the word possess
distinctive qualities that
will ensure strength in
the future?
Phonemic
Simplicity
How fluid are the
phonemic transitions?
(i.e. no adjacent harsh
sounds at phonemic.
joints)
Gender
Properties
This category measures
the feminine or masculine
qualities of the word,
relative to a neutral
baseline.
Appendix

19. 60
Linguistic Analysis: Terms Defined
Morphological
Complexity
A measure of the number of distinct morpheme types in a given word or
utterance. Within Linguistics, this is a highly contested measure: How do
we process morphologically complex words? Two proposed processes
are as follows:
» Using parsing routines to identify constituents and calculate meaning.
» Using memories for words to access stored records of lexical meaning.
Regarding metrics for measuring the complexity of morphological, numerical, and alphabetical strings:
Information theory offers a notion of this complexity in asking the following:
Intuitively, which of (1) and (2) is more complex?
(1) 10101010101010101010
(2) 11011111000101011010
In comparing these strings, much can be extrapolated to morphological and linguistic structure as
well. For instance, if two words contain the same characters/letters, but in differing orders and at
levels of differing morphological complexity, parsing may be constrained, dependent on pattern
recognition and other related properties.
Appendix

20. 61
Syntactic
Construc-
tion
Inflectional
Category
Syntax refers to the structure of a sentence or utterance. It follows
that a syntactic construction that has no bound forms among its
immediate constituents; any phrase or sentence.
An Inflectional Phrase (IP) is a functional phrase which has inflectional
properties (such as tense and agreement). An Inflectional phrase is
essentially the same as a sentence, but reflects an analysis whereby a
sentence can be treated as having a head, complement and specifier,
like other kinds of phrases.
Linguistic Analysis: Terms Defined
Appendix

21. 62
Glossary of Linguistic Nomenclature
Phoneme Morpheme Grapheme
The smallest distinc-
tive unit of sound in the
structure of a given lan-
guage.
The smallest grammat-
ical unit (of meaning) in
the structure of a given
language.
The smallest semantically distinguishing unit
in a written language, analogous to the pho-
nemes of spoken languages.
Appendix

22. 63
Glossary of Linguistic Nomenclature
Glyph
Affix
Ascender
Prefix
Descender
Infix
Ligature
Suffix
A specific shape that
represents a grapheme,
in a specific typeface.
An additional element
placed at the beginning
or end of a root, stem,
or word, or in the body
of a word, to modify its
meaning.
In typography, the up-
ward vertical stem on
some lowercase letters,
such as h and b, that
extends above the base-
line height.
An affix which is placed
before the stem of a
word (also called a
preformative).
In typography, the por-
tion of some lowercase
letters, such as g and
y, that extends or de-
scends below the
baseline.
An affix inserted inside a
word stem
(an existing word).
Occurs where two or
more graphemes or
letters are joined as a
single glyph.
An affix which is placed
after the stem of a word
(also sometimes called a
postfix).
Appendix

23. 64
Glossary of Linguistic Nomenclature
Phonology
Dialect
A particular form of a
language that is peculiar
to a specific region or
social group.
Coda
The consonant(s) occur-
ring after the vowel in a
syllable.
The description of the
systems and patterns
of speech sounds that
occur in a language, and
how they govern pro-
nunciation.
Idiolect
A variety of language that is unique
to a person, as manifested by the
patterns of vocabulary, grammar,
and pronunciation that he/she uses.
Orthography
A standardized system
for using a particular
writing system (script) to
write a particular lan-
guage.
Consonant
Cluster
A group of consonants
which have no interven-
ing vowel.
Lexicon
Essentially a catalogue
of a given language’s
words (its wordstock).
Appendix

24. 65
Glossary of Linguistic Nomenclature
Alliteration RhymeLexical
Stress
The repetition of a particular sound
in the prominent lifts (or stressed
syllables) of a series of words or
phrases (used here to refer to in-
tra-lexical, or within-word,
application).
Element of a word or
syllable that has or ends
with a sound that corre-
sponds to another (used
here to refer to intra-lexi-
cal application).
The stress placed on a
given syllable in a word
(also known as word
stress).
Appendix

25. 66
Glossary of Linguistic Nomenclature
Tense Number
A category that locates a
situation in time, to indicate
when the situation takes place.
Tense is the grammaticalization
of time reference.
Agreement based on
grammatical number can occur
between verb and subject, as in
the case of grammatical person.
Person
The grammatical distinction between
context-dependent references to
participant(s) in an event; typically the
distinction is between the speaker, the
addressee, and others.
Appendix

26. 67
Glossary of Linguistic Nomenclature
Mood Gender
A grammatical (and
specifically, morphological)
feature of verbs, used
to signal modality. That
is, it is the use of verbal
inflections that allow
speakers to express their
attitude toward what they
are saying.
In languages in which
grammatical gender
plays a significant
role, there is often
agreement in gender
between a noun and its
modifiers.
In languages that have a
system of cases, there is often
agreement by case between a
noun and its modifiers. Case
agreement is not a significant
feature of English?
Example languages which
employ case agreement widely:
German, Greek, Russian.
Voice Case
In grammar, the voice
(also called diathesis)
of a verb describes the
relationship between the
action (or state) that the
verb expresses and the
participants identified by
its arguments (subject,
object, etc.).
Appendix

27. 68
Glossary of Linguistic Nomenclature
Phoneme Morpheme Grapheme
The smallest distinc-
tive unit of sound in the
structure of a given lan-
guage.
The smallest grammat-
ical unit (of meaning) in
the structure of a given
language.
(Note: A morpheme may or
may not stand alone, whereas
a word must.)
The smallest semantically distinguishing unit
in a written language, analogous to the pho-
nemes of spoken languages.
(Note: A grapheme may or may not carry meaning by
itself, and may or may not correspond to a single pho-
neme. Graphemes include alphabetic letters, typo-
graphic ligatures, numerical digits, punctuation marks,
and other individual symbols of any of the world’s writ-
ing systems.)
Appendix