Novartis is the company, and Excedrin Tension Headache is the brand. More and more often, companies are trying to market to specific kinds of headaches and pain. Novartis has also recently come out with Excedrin Back & Body, for example. Older products such as Quick Tabs Peppermint, marketed more as a general headache treatment, have been discontinued (this is no doubt in part because the Excedrin brand changed hands in 2005; it was formerly owned by Bristol-Myers Squibb).
In light of these changes, and in light of the tremendous popularity of Excedrin products, it’s worth taking a closer look every once in a while. Although Excedrin Tension Headache and similar products (acetaminophen (paracetamol) and caffeine) are generally considered safe for temporary use with the proper dosage, you do need to be cautious about taking other things at the same time, or if you have certain medical conditions. The topic of caffeine and painkiller has again been brought up (thanks to Somebody Heal Me and The Daily Headache) for example.