Perspectives of Successful InBranding

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 8 in Ingredient Branding, 2010, pp 331-339 from Springer

Abstract: Abstract With the introduction of a new brand strategy, companies face both risks and opportunities. Establishing a brand with an Ingredient Branding strategy can enhance the brand awareness and the image of the product, but it comes with a considerable investment if companies want to have a recognizable reputation and an individual brand personality. Any company considering such an approach has to be aware of the financial investment and management resources they must put in, in order to have a successful result. Yet even despite these financial requirements, a large number of companies have opted for Ingredient Branding concepts in the last twenty years. Since the importance of branding in general as well as customer sophistication in specific increased,1 the decline of relative importance of consumer brands has created a great opportunity for InBrands.

Keywords: Price Premium; Brand Awareness; Brand Management; Brand Strategy; Component Supplier (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_8

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DOI: 10.1007/978-3-642-04214-0_8

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