Ingredient Branding: Making the Invisible Visible

Type

Book

Authors

Philip Kotler

Waldemar Pfoertsch

ISBN 10

3642042139

ISBN 13

9783642042133

Tags

Management, Marketing

Description

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. - from Amzon

Number of Copies