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Expressing innovation through name

Genentech
Genentech, a member of the Roche group, was developing vemurafenib, a novel compound indicated for unresectable or metastatic melanoma. Representing the company’s progress in personalized medicine, vemurafenib is a BRAF inhibitor that is able to block the function of the V600E-mutated BRAF protein.Genentech asked InterbrandHealth to assist with the development of a global brand name that would highlight the innovation behind this breakthrough treatment.

Genentech asked InterbrandHealth to assist with the development of a global brand name that would highlight the innovation behind this breakthrough treatment.

Because vemurafenib will be used only in patients that have tested positive for the BRAF V600E gene mutation, the brand name needed to educate and clarify its usage across patient and physician audiences. It was also necessary to address regulatory concerns around efficacy claims in yet untested indications.

The name ZELBORAF was created to highlight the BRAF inhibitory mechanism and the zeal behind the prospect of better treatment outcomes. It was an intuitive fit to the BRAF diagnostic that will accompany the drug. ZELBORAF tonally suggests an efficacious, strong and credible treatment, attributes that were critical to launching Genentech’s first-in-class personalized therapy.

ZELBORAF 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.

ZELBORAF is poised to transform the melanoma landscape – it was approved by the FDA in August 2011 and by the EMA in February 2012 on first submission.

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