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2010, XX, 393p. 114 illus..

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P. Kotler, Northwestern University, Evanston, USA; W. Pfoertsch, China Europe
International, Shanghai, China (P.R.)
Ingredient Branding
Making the Invisible Visible
Examines ingredient branding, a major instrument of component
marketing
Explains the principles, concepts, and success factors of existing
ingredient brands such as Intel, GoreTex, Dolby, TetraPak, Shimano,
and Teflon
Offers a detailed industry analysis with case studies, best practices,
and strategic directions for implementation
An Ingredient Brand is exactly what the name implies: an ingredient or component of a
product that has its own brand identity. This is the first comprehensive book that explains
how Ingredient Branding works and how brand managers can successfully improve the
performance of component marketing.
The authors have examined more than one hundred examples, analyzed four industries
and developed nine detailed case studies to demonstrate the viability of this marketing
innovation. The new concepts and principles can easily be applied by professionals. In the
light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can
be expected that component suppliers will increasingly use Ingredient Branding strategies
in the future.
Ingredient Branding by Kotler and Pfoertsch is the most thorough and complete analysis
of ingredient branding one could ever hope for in a single sourcea virtual encyclopedia
on InBranding. Replete with insightful case studies of companies from a variety of
industries that have successfully transformed their traditional brands into powerful new
InBrands, and have launched entirely new products and services employing InBranding.
Ingredient Branding should be top on the list for all CMOs to read whose companies "live
or die" based upon the success of their brands.
John A.
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