OP DIST ED PIC1Some say that imitation is the sincerest form of flattery, but when it comes to your food or beverage brand, copycat names are not a compliment. Thankfully, intellectual property (IP) laws in the United States provide a vehicle to challenge imitators. But even so, wise food and beverage companies will strategically consider ways to construct their important brand assets that reduce risk and enhance the possibilities of brand protection.

Ask many marketing professionals how to select a “good” brand name and you will likely hear that it is best to adopt a brand name that conveys something meaningful about the product in order to immediately communicate to the consumer a benefit or attribute. Thus,  brand names often include words that describe an ingredient or flavor characteristic of the associated product, its function, purpose or use, its quality, or the geographic location from where it comes.

FOOD DEFENSE ED PIC1What does your food defense strategy entail? If your eyes just glazed over from this question, I dare to say you are not alone. Although it seems we have yet to develop a clear picture of what a food defense plan should look like, industry leaders are working together to figure it out.  
Tyco Integrated Security, a company specializing in electronic security products, installation and services, hosted the 6th Annual Food Defense Strategy Exchange (FDSE) last week in Chicago. The FDSE provides a platform for food and beverage security professionals, regulators and experts to focus exclusively on food defense issues.
    

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