Managing and Protecting Your Ingredient in a Crowded Market

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

Nutraingredients-USA.com

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.

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