Ingredient Branding

Name: Ingredient Branding
Brand: Springer Nature
SKU: 9783642042140
Availability: InStock

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Product Details

Brand

Springer Nature

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N/A

Part Number

GTIN

9783642042140

Condition

New

Product 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.

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