Ingredient Branding

Marc Smit

Chapter 5 in Co-Branding, 1999, pp 66-83 from Palgrave Macmillan

Abstract: Abstract Ingredient branding is a specific category of co-branding. Whilst co-brands bring together brands in a single offer to the consumer, ingredient brands differ in that they are a component of the end product. This chapter will look at what lies behind this generic and often misused name in an attempt to establish what ingredient branding is. We will then investigate what has to be taken into account when moving into ingredient branding (the why?) and the optimal brand strategy to do so (the how?).

Keywords: Intellectual Property; Intellectual Capital; Brand Equity; Business Area; Parent Brand (search for similar items in EconPapers)
Date: 1999
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59967-3_5

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DOI: 10.1057/9780230599673_5

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