Ingredient Branding : Making the Invisible Visible （2010）

Kotler, Philip/ Pfoertsch, Waldemar

Springer-Verlag Berlin and Heidelberg GmbH & Co. K（2014/11発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 393 p.
• 言語 ENG
• 商品コード 9783642438189
• DDC分類 650

Full 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.

Contents

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.