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“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)Reseña del editor
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.
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- VerlagSpringer
- Erscheinungsdatum2010
- ISBN 10 3642042139
- ISBN 13 9783642042133
- EinbandTapa dura
- SpracheEnglisch
- Anzahl der Seiten416
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Ingredient Branding : Making the Invisible Visible
Verlag:
Springer Berlin / Heidelberg, 2010
ISBN 10: 3642042139
ISBN 13: 9783642042133
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Anbieter: Better World Books, Mishawaka, IN, USA
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Ingredient Branding: Making the Invisible Visible
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Ingredient Branding : Making the Invisible Visible
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Buch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - 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. Artikel-Nr. 9783642042133
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