Medicinal brand Unfortunately, it has not been possible to identify ‘medicinal brand’ among the EFFPIA literature. Even the EMA refers to medicinal product within its committee. On the other hand, the literature from market studies publisher on medicinal brand is abundant as well as the literature on drug’s advertising. It has been possible to draw up a selection of key articles because although unnamed as such, ‘medicinal brand’ is in the heart of ads elicited by pharmaceutical companies and health authorities. The overview of those articles is divided into the two following sections: one regarding the different marketing effort to brand a medicinal product and another regarding a critical review of major branding theories.