About this book
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
- Book Title Ingredient Branding
- Book Subtitle Making the Invisible Visible
- DOI https://doi.org/10.1007/978-3-642-04214-0
- Copyright Information Springer-Verlag Berlin Heidelberg 2010
- Publisher Name Springer, Berlin, Heidelberg
- eBook Packages Business and Economics Business and Management (R0)
- Hardcover ISBN 978-3-642-04213-3
- Softcover ISBN 978-3-642-43818-9
- eBook ISBN 978-3-642-04214-0
- Edition Number 1
- Number of Pages XX, 393
- Number of Illustrations 0 b/w illustrations, 0 illustrations in colour
- Buy this book on publisher's site
From the reviews:“The well-written book comprehensively explores and analyzes ingredient branding and offers particularly valuable insight into how marketers can make an ingredient branding strategy work to best advantage. … Marketers would do well to recognize that ingredient branding can play a big role in their quest for competitive advantage. Summing Up: Highly recommended. All readers, especially upper-division undergraduates and practitioners.” (N. A. Govoni, Choice, Vol. 48 (6), February, 2011)