Managing and Protecting Your Ingredient in a Crowded Market

31 May 2007 Publication
Authors: Norman J. Rich James F. Ewing

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, 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.

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