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Ingredient Branding

Making the Invisible Visible

Paperback Engels 2014 9783642438189
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Samenvatting

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.

Specificaties

ISBN13:9783642438189
Taal:Engels
Bindwijze:paperback
Uitgever:Springer Berlin Heidelberg

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Inhoudsopgave

Branding Ingredients.- Basics of Ingredient Branding.- Intel Inside – The Ingredient Branding Success Story.- Implementation of InBranding Within a Company.- Success Stories of Ingredient Branding.- Detailed Examples of Successful Ingredient Brands.- Managing Ingredient Brands and Measuring the Performance of InBrands.- Perspectives of Successful InBranding.

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        Ingredient Branding