Ice Miller partner Holiday Banta was featured in the Indianapolis Business Journal article, “Complex Process Leads to a New Drug’s Identity.”

The article included:

Holiday Banta, a trademark attorney and partner at Ice Miller in Indianapolis, said pharmaceutical companies must gain trademark approval from every country in which they sell a product. Brand recognition is important, she added, especially once patents expire after 20 years and generic versions become available.

“Getting a new drug takes anywhere between 10 and 15 years, and you want to protect that investment,” said Banta. “You want to still have your market share. You can do that with a good brand name so that customer says, ‘Oh no, I don’t want the generic. I want the brand name. I’ve had it for the past 20 years.’”

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