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.

Nicabate

As the market leader in the smoking-cessation category, Marion Merrell Dow wanted a memorable name for their new nicotine skin-patch delivery system that would be sold worldwide. "Abate" from Latin, proved easy to understand and relatively easy to pronounce in many languages, making Nicabate the ideal candidate for the worldwide trademark. The brand is now owned by GlaxoSmithKline and has been extended to include lozenges.