Article ID: CBB001320757

The Materiality of the Brand: Form, Function, and the Pharmaceutical Trademark (2013)

unapi

Greene, Jeremy Alan (Author)


History and Technology
Volume: 29, no. 2
Issue: 2
Pages: 210-226


Publication Date: 2013
Edition Details: Part of a special issue on the 20th century marketing and advertising of pharmaceuticals.
Language: English

*TRADEMARKS *HISTORY *GENERIC drugs *DRUGS *PHARMACEUTICAL industry *BRANDING (Marketing) *BRAND name products *MARKETING *INTELLECTUAL property UNITED States Author-Supplied Keywords: drug industry history of medicine intellectual property marketing pharmaceuticals trademarks NAICS/Industry Codes: 414510 Pharmaceuticals and pharmacy supplies merchant wholesalers 325410 Pharmaceutical and medicine manufacturing 424210 Drugs and Druggists' Sundries Merchant Wholesalers Abstract: This article narrates a late twentieth century controversy in American medicine over the clinical, public health, and financial value of `look-alike drugs' a set of generic pharmaceuticals that imitated their brand-name counterparts down to exact parameters of size, shape, and color. At stake in these conflicts was the emerging landscape of market exclusivity for formerly innovative pharmaceuticals once their patent rights expired. After the patent, which qualities of a brand-name drug could still be considered to be private property, and which became part of the public commons? This dispute invoked thorny epistemological questions about pharmaceuticals as therapeutic technologies. Was the active pharmaceutical ingredient (API) the only public, knowable part of a drug, while other parts -- binders, fillers, dyes, scores, and bevels -- could be kept as trade secrets? Did these other physical parts of a pill bear some clinical function as well? Could the color of a capsule affect its therapeutic effects? [ABSTRACT FROM PUBLISHER

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Article Gaudillière, Jean-Paul; Thoms, Ulrike (2013) Pharmaceutical Firms and the Construction of Drug Markets: From Branding to Scientific Marketing. History and Technology (pp. 105-115). unapi

Citation URI
https://data.isiscb.org/isis/citation/CBB001320757/

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Authors & Contributors
Mercelis, Joris
Con Diaz, Gerardo
Yante, Jean-Marie
Thoms, Ulrike
Yi, Doogab
Thomas, Ulrike
Concepts
Patents
Intellectual property
Pharmaceutical industry
Science and economics
Science and industry
Marketing techniques
Time Periods
20th century, late
21st century
20th century, early
20th century
Republic of Venice (697–1797)
Early modern
Places
United States
Germany
Europe
Americas
Argentina
Sweden
Institutions
Monsanto Corporation
United States. Patent Office
Imperial Chemical Industries
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