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.


As the leader in the smoking cessation category, Marion Merrell Dow needed a memorable, globally viable name for their new nicotine skin-patch delivery system to market internationally. The name Nicabate, developed by Applebaum, was selected as the ideal candidate. 'Abate', derived from Latin, proved easy to understand and pronounce in multiple languages, making it suitable for a worldwide trademark. The brand is now owned by GlaxoSmithKline and has been extended to include lozenges. The product is marketed in the US as Nicoderm.