Managing Ingredient Brands and Measuring the Performance of InBrands

Abstract

In today’s fast-changing markets, Ingredient Branding had become a major marketing strategy as demonstrated by the increasing number of products sold with embedded branded components. Despite its success in generating positive effects on participants in the value chain, the effect of Ingredient Branding in business markets has not been evaluated in relation to brand equity¹. Various academic and consulting organizations are offering different measurement approaches and apply them also to InBrands. Some companies such as Intel and Dolby have developed their own measurement systems and use them as an integral part of their brand management system as highlighted in the case studies. Now, we would like to shed some light on managing and understanding brand evaluation methods, and suggest valuation tools for assessing brand equity from the component supplier’s perspective for InBrands.