Ulteriori informazioni
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.
Sommario
Branding Ingredients.- Basics of Ingredient Branding.- Intel Inside - The Ingredient Branding Success Story.- Implementation of InBranding Within a Company.- Success Stories of Ingredient Branding.- Detailed Examples of Successful Ingredient Brands.- Managing Ingredient Brands and Measuring the Performance of InBrands.- Perspectives of Successful InBranding.
Info autore
Prof. Philip Kotler lehrt an der Kellogg School of Management, Chicago. Er gilt als renommierter Experte im Bereich Marketing weltweit.
Prof. Dr. Waldemar Pförtsch lehrt und forscht im Bereich International Business und Marketing an der Hochschule Pforzheim (Hochschule für Gestaltung, Technik und Wirtschaft) und an der University of Illinois at Chicago (UIC). Seine Praxiserfahrungen erwarb er in Großunternehmen in Deutschland und in den USA. Prof. Pförtsch war Partner bei der Arthur Andersen Management Beratung, Stuttgart und der LEK Consulting, London/München.Publikationen von Prof. Dr. Waldemar Pförtsch: "Die Marke in der Marke - Bedeutung und Macht des Ingredient Branding", "B2B Markenmanagement", "Living Web. Erprobte Anwendungen, Strategien und zukünftige Entwicklungen im Internet", "Mit Strategie ins Internet. Qualifizierung als Chance für Unternehmen".
Riassunto
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.
Testo aggiuntivo
From the reviews:
“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)
Relazione
From the reviews:
"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)
