Applebaum is a brand identity firm specializing in name development, branding systems, and marketing communications. We have been helping clients create successful identities for new products, companies, and services since 1982.

Norvir

Abbott Laboratories selected the name Norvir for their new protease inhibitor indicated for individuals who are HIV positive or diagnosed with AIDS. By combining recognizable morphemes (nor and vir), the name is meaningful and memorable to both physicians and patients.