Ingredient Branding: Making the Invisible Visible, 1st Edition

  • Philip Kotler Northwestern University
  • Waldemar Pfoertsch
  • Published By:
  • ISBN-10: 3642042147
  • ISBN-13: 9783642042140
  • DDC: 658.827
  • Grade Level Range: College Freshman - College Senior
  • 396 Pages | eBook
  • Original Copyright 2010 | Published/Released November 2014
  • This publication's content originally published in print form: 2010

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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.

Table of Contents

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
Foreword by Bayer.
Foreword by Microban.
Foreword by Bitrex.
1: Branding Ingredients.
2: Basics of Ingredient Branding.
3: Intel Inside – The Ingredient Branding Success Story.
4: Implementation of Inbranding Within a Company.
5: Success Stories of Ingredient Branding.
6: Detailed Examples of Successful Ingredient Brands.
7: Managing Ingredient Brands and Measuring the Performance of Inbrands.
8: Perspectives of Successful InBranding.
9: About the Authors.
10: Bibliography.
11: List of Ingredient Brands.
12: Internet Addresses.
Company/Brand Index.
Subject Index.