Branding in the pharmaceutical industry has its challenges. Restrictions on advertising and promotion are an obvious impediment to the building of brand recognition. Purchase decisions are influenced not only by consumers, but also by prescribing doctors and pharmacists. Further, in order to take advantage of the limited patent protection period, product managers often choose a trademark or brand name that is influenced, to a large extent, by the principal ingredient in the drug or the ailment that it is intended to treat. The objective is to create better brand recall so that doctors, pharmacists and patients can easily associate the mark or name with the product’s principal component or ingredient or the ailment which it is intended to treat, thus making it an easier sell.