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2010, XX, 393p. 114 illus..

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P. Kotler , Northwestern University, Evanston, USA;W. Pfoertsch , China EuropeInternational, Shanghai, China (P.R.)

Ingredient BrandingMaking the Invisible Visible

Examines ingredient branding, a major instrument of componentmarketing

Explains the principles, concepts, and success factors of existingingredient 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 aproduct that has its own brand identity. This is the first comprehensive book that explainshow Ingredient Branding works and how brand managers can successfully improve theperformance of component marketing.The authors have examined more than one hundred examples, analyzed four industriesand developed nine detailed case studies to demonstrate the viability of this marketinginnovation. The new concepts and principles can easily be applied by professionals. In thelight of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it canbe expected that component suppliers will increasingly use Ingredient Branding strategiesin the future.Ingredient Branding by Kotler and Pfoertsch is the most thorough and complete analysisof ingredient branding one could ever hope for in a single sourcea 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 newInBrands, 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 "liveor die" based upon the success of their brands.John A.

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