Ingredient Branding: Is It an Opportunity Available to Firms Lacking Established Brands?

Fabio Cassia

Micro & Macro Marketing, 2017, issue 1, 93-110

Abstract: To strengthen their competitive positions several business-to-business suppliers have started implementing the ingredient branding strategy. However, available literature suggests that only suppliers with large promotional budgets may select this strategy. This perspective is questioned when observing that some ingredient producers lacking the resources needed for building brand awareness were nonetheless able to enter ingredient branding agreements. The purpose of this paper is to solve this inconsistency by exploring the factors that are able to explain the feasibility and the success of such initiatives, focusing on supplierbuyer relationships. To reach this goal, the results of the in-depth analysis of a case study are presented and discussed in detail. The results of this study suggest that the ingredient branding strategy could help several Smes to grow through the internal exploitation of their innovative ingredients.

Keywords: B2B Branding; Ingredient Branding; Component Branding; Co-Branding. (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rivisteweb.it/download/article/10.1431/86070 (application/pdf)
https://www.rivisteweb.it/doi/10.1431/86070 (text/html)
Access to full text is restricted to subscribers

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:mul:jyf1hn:doi:10.1431/86070:y:2017:i:1:p:93-110

Access Statistics for this article

Micro & Macro Marketing is currently edited by Dario Romano

More articles in Micro & Macro Marketing from Società editrice il Mulino
Bibliographic data for series maintained by ().