The purpose of this chapter is to explore how the pharmaceutical companies manage to create strong brand identities for their prescription drugs using creative names, despite the many rules and regulations imposed upon them by governmental agencies. After providing a concise history of prescription drug naming, this chapter will present the basic types of product drug names used by pharmaceutical companies. To illustrate these types, detailed information about the naming history of several prescription drugs are offered. Then a detailed overview is given of the governmental policies and regulations that are imposed to control consumer health and welfare and protect company's financial interest. Finally, a discussion is provided on the ways in which the international pharmaceutical industry navigates these regulatory best practices to devise drug names that have the potential to facilitate the formation of powerful and profitable ties between the identity of the prescription brand and the consumer. 1 IMS Health, https://www.iqvia.com/ Commenté [P1]: I am not sure the abstract still matches your newly edited version. Commenté [EIC2]: Please insert a fact about how much proft Carace made for the company in 1997. Commenté [P3R2]: Impossible to find the info, sorry.