Ingredient Branding

Making the Invisible Visible

  • Philip Kotler
  • Waldemar Pfoertsch

Table of contents

  1. Front Matter
    Pages I-XX
  2. Philip Kotler, Waldemar Pfoertsch
    Pages 1-13
  3. Philip Kotler, Waldemar Pfoertsch
    Pages 15-53
  4. Philip Kotler, Waldemar Pfoertsch
    Pages 55-70
  5. Philip Kotler, Waldemar Pfoertsch
    Pages 71-92
  6. Philip Kotler, Waldemar Pfoertsch
    Pages 93-153
  7. Philip Kotler, Waldemar Pfoertsch
    Pages 155-276
  8. Philip Kotler, Waldemar Pfoertsch
    Pages 277-330
  9. Philip Kotler, Waldemar Pfoertsch
    Pages 331-339
  10. Back Matter
    Pages 341-395

About this book

Introduction

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

Keywords

Brand Management Branding Component Brand Management Component Branding Ingredient Branding Marketing for Suppliers marketing strategy

Authors and affiliations

  • Philip Kotler
    • 1
  • Waldemar Pfoertsch
    • 2
  1. 1.Kellogg Graduate School of, ManagementNorthwestern UniversityEvanstonUSA
  2. 2.Business School (CEIBS), Dept. MarketingChina Europe InternationalShanghaiChina, People's Republic

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-642-04214-0
  • Copyright Information Springer-Verlag Berlin Heidelberg 2010
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-642-04213-3
  • Online ISBN 978-3-642-04214-0
  • About this book