EconPapers    
Economics at your fingertips  
 

INGREDIENT BRANDING - A GROWTH OPPORTUNITY?

Anca Butnariu
Additional contact information
Anca Butnariu: "Gheorghe Asachi" Technical University, Iasi

SEA - Practical Application of Science, 2017, issue 13, 101-107

Abstract: 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)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations Track citations by RSS feed

Downloads: (external link)
http://seaopenresearch.eu/Journals/articles/SPAS_13_13.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

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 ().

 
Page updated 2017-09-29
Handle: RePEc:cmj:seapas:y:2017:i:13:p:101-107