ENGLISH

Ingredient Branding: Making the Invisible Visible

By Philip Kotler , Waldemar Pfoertsch

Book information

Publisher
Springer
Year
2010
ISBN
9783642042133, 3642042139
Language
english
Format
PDF
Filesize
16 MB (17149633 bytes)
Pages
413\409
Time added
2024-04-10 16:47:07

Description

An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.

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