To achieve market differentiation and product success for a nutraceutical that utilizes a key ingredient, a branding strategy for that ingredient may provide the exclusivity and cachet necessary for the successful marketing of the end product. In this installment of Foley’s monthly column on www.nutraingredients-usa.com, partner Norm Rich and Jim Ewing discuss issues surrounding the successful promotion of a key ingredient by transforming a common product into a hugely successful brand. This can be pursued through the registration of a newly coined trademark for the ingredient and the vigorous promotion of that mark to consumers and potential manufacturing partners.
