Who Comes Up With Brand Name's For Prescription Drugs?

(text taken from http://www.usatoday.com/money/industries/health/2007-10-07-drug-names_N.htm

It's the job of drug consultants to create a name that's not already taken, won't lead to medical mix-ups and can help cut through the marketing clutter.
What makes a good name?
"A lot of it is more art than science," said William Trombetta, professor of pharmaceutical marketing at St. Joseph's University in Philadelphia. "There are certain letters that express power and control, like Z, M or P. Other letters, like S, are more passive. Depending on what the drug does, you want to give the name certain features."
Want to sound high-tech? Go for lots of Z's and X's, such as Xanax, Xalatan, Zyban and Zostrix.
Want to sound poetic? Try Lyrica, Truvada and Femara.
Want to suggest what it does? Flonase is an allergy medicine that aims to stop nasal flow. Lunesta, a sleeping drug, implies "luna," the Latin word for moon — a full night's sleep.
Then there's Viagra, the erectile-dysfunction drug made by Pfizer. It uses the prefix "vi" to suggest vigor and vitality. The word rhymes with Niagara, suggesting a mighty flow.
"You know exactly what Pfizer (PFE) was trying to say with that," said Andy Valvur, senior brand strategist at Igor, a San Francisco branding company.
Drug names can suggest, but under FDA rules they can't come right out and make medical claims. That's why you won't see TumorBeGone or CureAll.
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