Main Subject - Business

How do you establish an effective brand? Branding--creating a distinctive corporate identity for your business--is critical to your success as an entrepreneur. You can, and must, use the process of setting up and managing your business entities to establish your own distinctive brand.

The wo

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

rld's greatest companies have mastered this art of branding. You don't need even need to to see the name of the company to recognize the Mercedes or MacDonald's logo, so effectively have these companies imprinted their identity into the minds of the consumer.

But branding is not just about a

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

logo. It's also about making sure that you have a consistent identity, one that is reflected in your website, your stationery--all communications with the public. Individual entrepreneurs often use a haircut, accessories, even style of dress-as the "Man in Black" Johnny Cash did--to imprint

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

their identity into the minds of the public. Even a small business owner doing business on eBay will profit from having a consistent, memorable image as an established, reliable firm associated with expertise in its niche.

You can use the process of structuring your business (see our newslet

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

ter) to start building a strong brand. Whether you are establishing an LLC or a corporation or other entity, you will want to follow a number of steps to make sure that your structures will build a strong foundation for your brand.

I recommend that you follow the sequence below:

1. Make a

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

list of several possible names for your company that reflect your area of expertise and your USP--"Unique Selling Proposition". Number them 1 to 5 or even 10 in order of priority.

2. Check with the U.S. Patent and Trademark Office http://www.uspto.gov/main/trademarks.htm (or the Intellec

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

ual Property Office in the country where you live if you live outside the United States) to make sure that you have not selected a name, one you might soon be using in a potential trademark, that is already taken. Running a search is an easy matter on the internet. If you find that the name

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

or mark is already taken by someone engaged in a line of business close to your own, make a note of it and move on to check the next name on your list.

3. Conduct a similar search on the web site of your state's or province's authority for establishing corporations--in most cases, the Secre

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

tary of State. If you are considering setting up a Nevada corporation or LLC, be sure to do the same both in Nevada (https://esos.state.nv.us/SOSServices/AnonymousAccess/CorpSearch/CorpSearch.aspx) and in your home state or province. You can find the appropriate authority in your state easil

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

by doing a search on Google.

Make sure that you check both the LLC and the Corporation databases. There could be a corporation with a very similar name to the one you want to use for your LLC that your sate authorities might not catch if the corporation and LLC divisions are separate. Too

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

close a similarity with the name of an entity of a different type will cripple your efforts to establish a distinctive brand and could cost you in the long term. Years ago the Body Shop did not bother to do this checking outside of California, and ended up being forced to change their name

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

when challenged by a more successful business started earlier with a similar name years later.

4. Next, conduct a search on the fictious names (or DBA "doing business as") registry of your county or other local jurisdiction. Once your make a decision on a name for your entity, if you are us

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

ng anything other than your own name or a name that clearly indicates exactly what you are doing (something other than Mary Jones Plumbing, for example) or if you add something like "Associates" to your name, you will need to file a fictitious name statement with the County Clerk. There is us

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

ually a nominal fee associated with doing this, but Don't think of this as an annoyance. It is actually an effective way establish your exclusive claim to the use of your DBA.

By the way, you'll also need to check with your municipal government to see if you need to register to do business

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

in their jurisdiction. This will no doubt cost something, but it is an essential part of doing business. I prefer to think of it as yet another opportunity to brand myself in the mind of the public.

5. Check with a web domain registrar (such as LuckyRegister.com) to see if your preferred

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

ame or names are available. If your first choice is not available as a .com or .net or other common domain type, you now have the option of setting up a .ws (for web site) domain. You can do that at: http://www.azurpacific.ws. Or, you can choose a variant like xxxxxonline.com or xxxxxxliv

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

e.com. Go ahead and purchase the domain names that correspond to your preferred business name. Even if you don't use it, domain names are valuable virtual real estate these days--you might be approached to sell one of the names you've purchased later and make a tidy profit!

6. Select your p

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

referred name and reserve it with your state authority. Sometimes the entity formation process can take longer than expected, and you want to be sure that the name is reserved exclusively for you long enough for your structure to be put in place. The reservation is good for a certain period

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

of months or days.

7. Be sure to register your preferred entity name as a DBA or fictitious name if required by your regional authority.

Once your entity is in place, you're ready to brand yourself by developing a memorable graphic logo, ordering your professional stationary, and getting

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

your web site developed around your new corporate identity.

There is, of course, much more you can do to build your brand. Kim Castle's free BrandU newsletter is an excellent resource that I highly recommend. You can sign up for it free at our website.

Copyright 2006 Azur Pacific Associate

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Quarter-turn fasteners are those that are used with panels and components that have to be opened rapidly and easily for preservation or substitution. Since there are many options available for the head of the fastener, a quarter turn fastener provides protection from vandalism or theft. The main component of the Quarter Turn Fastener is the stud that is fixed in a clip. These fasteners are called quarter-turn fasteners, because of their rapid way of opening. This makes it easy to reach the location of technical trouble.

Twenty year Madison Avenue Creative Director, Kevin Browne, pulls the curtain aside on the mysteries surrounding commercial casting. This ultra-inside tip has never before been revealed.

This articles outlines the ten steps involved in branding or rebranding a city with a succinct, positive, original, and memorable slogan. Attention is paid to the potential pitfalls that often plague sloganeering projects as well as to the marketing and branding techniques that destination marketers can use to stimulate greater tourism, unity, and goodwill. Includes several examples of successful branding campaigns waged around the country.

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