Success Stories of Ingredient Branding

Philip Kotler (p-kotler@kellogg.northwestern.edu) and Waldemar Pfoertsch (wap@ceibs.edu)
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Philip Kotler: Northwestern University
Waldemar Pfoertsch: China Europe International Business School

Chapter Chapter 5 in Ingredient Branding, 2010, pp 93-153 from Springer

Abstract: Abstract After the Intel Corporation applied the Ingredient Branding concept and launched such a success, many other component manufacturers in the computer industry jumped on the bandwagon. They started to revise their strategy and initiated to communicate their product offerings and performance differences to end consumers. These included brands like AMD, MSI, ATI and nVidia (CPU, main board and graphic cards manufacturers). These companies have succeeded in securing partnership agreements with PC manufacturers to have their logos shown on the computers. They also convinced the retailers and final users that their component is superior and makes a difference for them. It should be pointed out, though, that there are limits to the number of brand labels that can be featured on a computer. Currently, the main logos that appear on the PC are the processor, graphic card and operating system software since these are perceived as having the greatest impact on either the computer’s performance (processor, graphic card) or its quality in terms of user friendliness or security (operating system software).

Keywords: Textile Industry; Success Story; Glass Industry; Brand Personality; Automotive Component (search for similar items in EconPapers)
Date: 2010
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DOI: 10.1007/978-3-642-04214-0_5

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