Basics of Ingredient Branding

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

Chapter Chapter 2 in Ingredient Branding, 2010, pp 15-53 from Springer

Abstract: Abstract Ingredient Branding has only started to thrive1 since the late 1980s as an accepted marketing concept.2 In the global economy, companies need to not only establish, but also maintain, their competitive advantage, as well as create commercial success in their market and provide criteria for their customers to differentiate them from their competition.3 Until the early 80s, most companies were focused on tangible resources due to material or production technology restraints. Now, however, we see a considerable shift towards a focus on intangible resources such as brand management4 and customer loyalty. Many current publications consider one of the most valuable assets for any firm as the intangible asset represented by its brands.

Keywords: Brand Equity; Component Manufacturer; Final User; Brand Awareness; Brand Extension (search for similar items in EconPapers)
Date: 2010
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DOI: 10.1007/978-3-642-04214-0_2

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