Ingredient Branding: Making the Invisible Visible / Edition 1

Ingredient Branding: Making the Invisible Visible / Edition 1

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by Philip Kotler, Waldemar Pfoertsch
     
 

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,

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Overview

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.
Ingredient Branding by Kotler and Pfoertsch is the most thorough and complete analysis of ingredient branding one could ever hope for in a single source—a virtual encyclopedia on InBranding. Replete with insightful case studies of companies from a variety of industries that have successfully transformed their traditional brands into powerful new InBrands, and have launched entirely new products and services employing InBranding. Ingredient Branding should be top on the list for all CMOs to read whose companies’ "live or die" based upon the success of their brands.
—John A. Caslione, founder, president and CEO, GCS Business Capital, LLC, and co-author of "Chaotics: The Business of Managing and Marketing in The Age of Turbulence"
This book explains how and why putting the brand of an ingredient on the outside of a product increases its appeal to the customer. The authors give managers and business leaders important insights into how this innovative marketing concept works and implement it.
—John A. Quelch, Lincoln Filene Professor of Business Administration, Harvard Business School, Cambridge, MA, and author of "Greater Good: How Good Marketing Makes for Better Democracy"
A fascinating, eye-opening perspective on the marketing and positioning of new, complex products, and a most valuable, wonderfully practical and readable book and guide for business leaders wanting to communicate the qualities of their products and components - by "making the invisible visible".
—Rolf D Cremer, Dean and Vice President, CEIBS, China Europe International Business School, Shanghai, China

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Product Details

ISBN-13:
9783642042133
Publisher:
Springer Berlin Heidelberg
Publication date:
06/08/2010
Edition description:
2010
Pages:
393
Sales rank:
1,422,181
Product dimensions:
6.30(w) x 9.40(h) x 0.90(d)

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Table of Contents

Foreword

Foreword Bayer

Foreword Microban

Preface Bitrex

Chapter 1 Branding Ingredients Bitrex 1

1.1 What Is Ingredient Branding? Bitrex 2

1.2 A New Brand Strategy? Bitrex 5

1.3 What Can You Expect from This Book? Bitrex 9

Chapter 2 Basics of Ingredient Branding Bitrex 15

2.1 Theoretical Basis for Ingredient Branding Bitrex 16

2.2 Principles of InBranding Bitrex 28

2.3 Requirements for InBranding Bitrex 33

2.4 Benefits and Risks Bitrex 45

Chapter 3 Intel Inside - The Ingredient Branding Success Story Bitrex 55

Chapter 4 Implementation of InBranding Within a Company Bitrex 71

4.1 Significance of the Brand Concept Bitrex 73

4.2 Brand Conception with Ingredient Branding Bitrex 77

4.3 Strategy Options Bitrex 79

4.4 Communication Policy Bitrex 85

Chapter 5 Success Stories of Ingredient Branding Bitrex 93

5.1 Automotive Components Bitrex 97

5.2 Branding of Fibers in the Textile Industry Bitrex 111

5.3 Glass as an Essential Component Bitrex 131

5.4 Food Industry Example Bitrex 142

Chapter 6 Detailed Examples of Successful Ingredient Brands Bitrex 155

6.1 Teflon: Basics of Ingredient Branding Bitrex 156

6.2 Dolby: Leading an Industry with Innovation Bitrex 164

6.3 Tetra Pak: A Machine Builder Becomes a Household Name Bitrex 171

6.4 Bitrex: Implementing the Network Approach Bitrex 178

6.5 Shimano: Implicit Ingredient Branding Bitrex 190

6.6 Makrolon: The High-Tech Material Bitrex 206

6.7 DLP: Pampering the Customer Bitrex 224

6.8 Schott Ceran: Differentiating with Success Bitrex 237

6.9 Microban: Convincing and Measuring Bitrex 247

Chapter 7 Managing Ingredient Brands and Measuring the Performance of InBrands Bitrex 277

7.1 Managing Ingredient Brands Bitrex 277

7.2 Principles of Brand Evaluation Bitrex 298

Chapter 8 Perspectives of Successful InBranding Bitrex 331

About the Authors Bitrex 341

Bibliography Bitrex 345

List of Ingredient Brands Bitrex 355

Internet Addresses Bitrex 371

Company/Brand Index Bitrex 377

Subject Index Bitrex 387

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