Logo - springer
Slogan - springer

Business & Management - Marketing | Ingredient Branding - Making the Invisible Visible

Ingredient Branding

Making the Invisible Visible

Kotler, Philip, Pfoertsch, Waldemar

2010, XX, 393 p.

Available Formats:
eBook
Information

Springer eBooks may be purchased by end-customers only and are sold without copy protection (DRM free). Instead, all eBooks include personalized watermarks. This means you can read the Springer eBooks across numerous devices such as Laptops, eReaders, and tablets.

You can pay for Springer eBooks with Visa, Mastercard, American Express or Paypal.

After the purchase you can directly download the eBook file or read it online in our Springer eBook Reader. Furthermore your eBook will be stored in your MySpringer account. So you can always re-download your eBooks.

 
$49.99

(net) price for USA

ISBN 978-3-642-04214-0

digitally watermarked, no DRM

Included Format: PDF

download immediately after purchase


learn more about Springer eBooks

add to marked items

Hardcover
Information

Hardcover version

You can pay for Springer Books with Visa, Mastercard, American Express or Paypal.

Standard shipping is free of charge for individual customers.

 
$69.99

(net) price for USA

ISBN 978-3-642-04213-3

free shipping for individuals worldwide

usually dispatched within 3 to 5 business days


add to marked items

Softcover
Information

Softcover (also known as softback) version.

You can pay for Springer Books with Visa, Mastercard, American Express or Paypal.

Standard shipping is free of charge for individual customers.

 
$69.99

(net) price for USA

ISBN 978-3-642-43818-9

free shipping for individuals worldwide

usually dispatched within 3 to 5 business days


add to marked items

  • Examines ingredient branding, a major instrument of component marketing
  • Explains the principles, concepts, and success factors of existing ingredient brands such as Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon
  • Offers a detailed industry analysis with case studies, best practices, and strategic directions for implementation

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

Content Level » Professional/practitioner

Keywords » Brand Management - Branding - Component Brand Management - Component Branding - Ingredient Branding - Marketing for Suppliers - marketing - strategy

Related subjects » Business & Management for Professionals - Marketing

Table of contents / Preface / Sample pages 

Distribution rights 

Distribution rights for India: Suyog Publishers & Distributors, Pune, India

Popular Content within this publication 

 

Articles

Read this Book on Springerlink

Services for this book

New Book Alert

Get alerted on new Springer publications in the subject area of Marketing.