Branding Ingredients

Philip Kotler () and Waldemar Pfoertsch ()
Additional contact information
Philip Kotler: Northwestern University
Waldemar Pfoertsch: China Europe International Business School

Chapter Chapter 1 in Ingredient Branding, 2010, pp 1-13 from Springer

Abstract: Abstract The fact that consumers are willing to pay more for a branded product is a well-accepted phenomenon in the business to consumer (B2C) industry. Whether it is for long-lasting quality, superior workmanship, or merely as a status symbol, brands like Mercedes-Benz, Chanel, and Sony command premium prices and exclusive reputation for their products.

Keywords: Brand Extension; Brand Management; Marketing Concept; Product Offering; Brand Strategy (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations: View citations in EconPapers (1)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:sprchp:978-3-642-04214-0_1

Ordering information: This item can be ordered from
http://www.springer.com/9783642042140

DOI: 10.1007/978-3-642-04214-0_1

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().