INGREDIENT BRANDING - A GROWTH OPPORTUNITY?
Additional contact information
Anca Butnariu: "Gheorghe Asachi" Technical University, Iasi
SEA - Practical Application of Science, 2017, issue 13, 101-107
Co-branding is an increasingly used strategy, consisting of marketing products representing two brands or more. Ingredient branding fits in the scope of co-branding, consisting of the inclusion of key attributes of one brand into another brand as ingredients. Ingredient branding is one of the many brand strategies used in marketing to provide differentiation criteria for the customers. In recent years, its importance and incidence have dramatically increased Extant research provides disparate and limited understanding of contexts in which such contracts pay off. Our paper provides an extensive review of literature and research streams in ingredient branding, adding knowledge to theory and help for companies that need to establish and maintain a competitive advantage, by differentiating their offer on the markets they act on, in a globalized economy.
Keywords: Ingredient branding; Differentiation strategies; Competitive advantage (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2017:i:13:p:101-107
Access Statistics for this article
SEA - Practical Application of Science is currently edited by Fundația Română pentru Inteligența Afacerii
More articles in SEA - Practical Application of Science from Fundația Română pentru Inteligența Afacerii, Editorial Department
Series data maintained by Serghie Dan ().