Implementation of InBranding Within a Company

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

Chapter Chapter 4 in Ingredient Branding, 2010, pp 71-92 from Springer

Abstract: Abstract Building a distinctive product offering can be challenging in many industries. Proliferation, commoditization and other factors contribute to diminishing margins, and other threats exist to the development of a lasting and valuable brand. One opportunity to counter this is through Ingredient Branding, the emphasis of a recognizable ingredient in your products or services, or the promotion of your products or services as a component in a third party’s products or services.

Keywords: Product Brand; Communication Policy; Vertical Depth; House Strategy; Brand Strategy (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-04214-0_4

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DOI: 10.1007/978-3-642-04214-0_4

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