The Effect of Brand Naming Criteria on Market Performance Using Regression Analysis

This study examines the impact of brand naming criteria on market performance in the pharmaceutical industry using regression analysis. The selection of a brand name plays a crucial role in shaping consumer perception and sales success, requiring the assessment of both quantitative and qualitative criteria. Based on established literature, key attributes such as memorability, ease of pronunciation, reliability, uniqueness, association with the active ingredient, use of strong letters, and brevity were identified. Their influence on sales performance was then analyzed. Two regression models were developed: the first included 14 drugs with high market shares. However, due to an imbalance in the distribution of market shares, the model's significance level was found to be low. In the second model, two outlier drugs—ENOX and OKSAPAR—with disproportionately high market shares were excluded, and the analysis was conducted on the remaining 12 drugs. This adjustment led to improved model significance and revealed that memorability, ease of pronunciation, and reliability were the most influential factors on sales performance. The study offers a systematic approach to brand name selection in the pharmaceutical sector and serves as a valuable guide for decision-makers. The findings have the potential to inform effective brand strategies and enhance competitive advantage in the market.