Ingredient Branding: Making the Invisible Visible

Kotler, Philip; Pfoertsch, Waldemar

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.

Details

Published by: Springer

Publication Date: 2014-11-29

Format: Paperback

ISBN-13: 9783642438189

DOI: 10.1007/978-3-642-04214-0

Dimensions: 235cm x155cm

Pages: 393