© 2010

Ingredient Branding

Making the Invisible Visible


Table of contents

  1. Front Matter
    Pages I-XX
  2. Philip Kotler, Waldemar Pfoertsch
    Pages 1-13
  3. Philip Kotler, Waldemar Pfoertsch
    Pages 15-53
  4. Philip Kotler, Waldemar Pfoertsch
    Pages 55-70
  5. Philip Kotler, Waldemar Pfoertsch
    Pages 71-92
  6. Philip Kotler, Waldemar Pfoertsch
    Pages 93-153
  7. Philip Kotler, Waldemar Pfoertsch
    Pages 155-276
  8. Philip Kotler, Waldemar Pfoertsch
    Pages 277-330
  9. Philip Kotler, Waldemar Pfoertsch
    Pages 331-339
  10. Back Matter
    Pages 341-395

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


Brand Management Branding Component Brand Management Component Branding Ingredient Branding Marketing for Suppliers marketing strategy

Authors and affiliations

  1. 1.Kellogg Graduate School of, ManagementNorthwestern UniversityEvanstonUSA
  2. 2.Business School (CEIBS), Dept. MarketingChina Europe InternationalShanghaiChina, People's Republic

About the authors

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. He received his Master's Degree at the University of Chicago and his PhD Degree at MIT, both in economics. He did post-doctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.
Professor Kotler is the author of: Marketing Management: Analysis, Planning, Implementation and Control, the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Nonprofit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Kotler on Marketing, Building Global Biobrands, Attracting Investors, Ten Deadly Marketing Sins, Marketing Moves, Corporate Social Responsibility, Lateral Marketing, B2B Brand Management and Marketing Insights from A to Z. He has published over one hundred articles in leading journals, several of which have received best-article awards.
Professor Kotler was the first recipient of the American Marketing Association's (AMA) "Distinguished Marketing Educator Award" (1985). The European Association of Marketing Consultants and Sales Trainers awarded Kotler their prize for "Marketing Excellence". He was chosen as the "Leader in Marketing Thought" by the Academic Members of the AMA in a 1975 survey. He also received the 1978 "Paul Converse Award" of the AMA, honoring his original contribution to marketing. In 1989, he received the Annual Charles Coolidge Parlin Marketing Research Award. In 1995, the Sales and Marketing Executives International (SMEI) named him "Marketer of the Year".
Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck and others in the areas of marketing strategy and planning, marketing organization and international marketing. In 2008, the Wall Street Journal listed him as the 6th most influential person on business thinking.

Waldemar Pfoertsch currently holds the position of Associate Professor of Marketing at CEIBS (China Europe International Business School, Shanghai) and Professor for International Business at University of Pforzheim, and he was visiting lecturer at the Executive MBA Program of the Liautaud Graduate School of Business, University of Illinois at Chicago and at Stuart School of Business at Illinois Institute of Technology Chicago. In addition he was an online tutor for MBA Program International Management University Maryland College Park and lecturer at the Steinbeis University in Berlin. He also was Visiting Associate Professor at Kellogg Graduate School of Management, Northwestern University, Lecturer for Strategic Management at Lake Forest Graduate School of Management and Professor for International Marketing at the University of Cooperative Education Villingen-Schwenningen.
He received two Master Degrees (economics & business administration) and his Doctorial Degree in social science at the Free University Berlin. He did his post-doctoral work in industrial planning at the Technical University Berlin.
His latest publication in English and German cover the areas of Business-to-Business Marketing, B2B Brand Management and Ingredient Branding, I also published: Living Web and Internet Strategies, International Strategies, etc.. He published more than 50 articles in German, Chinese and English language on international management and marketing issues.
Professor Pfoertsch has consulted for such companies as Daimler, HP, IBM, and many medium size corporations in Europe, Asia and North America in the areas of international marketing and brand management. He is on the advisory board of various companies and non-profit organizations.


Bibliographic information

  • Book Title Ingredient Branding
  • Book Subtitle Making the Invisible Visible
  • Authors Philip Kotler
    Waldemar Pfoertsch
  • DOI
  • 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
  • Topics Marketing
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences


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)