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Ingredient Branding true
By:Philip Kotler,Waldemar Pfoertsch
Published on 2010-05-17 by Springer Science & Business Media


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.

This Book was ranked at 24 by Google Books for keyword branding.

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Book which was published by Springer Science & Business Media since 2010-05-17 have ISBNs, ISBN 13 Code is 9783642042140 and ISBN 10 Code is 3642042147

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