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Author Kotler, Philip

Title Ingredient branding : making the invisible visible / Philip Kotler, Waldemar Pfoertsch

Publ Info Heildelberg [Germany] ; New York : Springer, [2010]
 RWU Main Library  HF5415.1255 .K68 2010    AVAILABLE
 Salve Main Collection  HF5415.1255 .K68 2010    AVAILABLE
Descript xx, 393 pages : illustrations, maps ; 24 cm
text rdacontent
unmediated rdamedia
volume rdacarrier
Note Includes bibliographical references (p. [345]-354) and indexes
Contents Branding ingredients. What is ingredient branding? ; A new brand strategy? ; What can you expect from this book? -- Basics of ingredient branding. Theoretical basis for ingredient branding ; Principles of inbranding ; Requirements for inbranding ; Benefits and risks -- Intel inside - the ingredient branding success story -- Implementation of inbranding within a company. Significance of the brand concept ; Brand conception with ingredient branding ; Strategy options ; Communication policy -- Success stories of ingredient branding. Automotive components ; Branding of fibers in the textile industry ; Glass as an essential component ; Food industry example -- Detailed examples of successful ingredient brands. Teflon: basics of ingredient branding ; Dolby: leading an industry with innovation ; Tetra Pak: a machine builder becomes a household name ; Bitrex: implementing the network approach ; Shimano: implicit ingredient branding -- Makrolon: the high-tech material ; DLP: pampering the customer ; Schott Ceran: differentiating with success ; Microban: convincing and measuring -- Managing ingredient brands and measuring the performance of inbrands. Managing branding ingredients ; Principles of brand evaluation -- Perspectives of successful inbranding
LC subject Branding (Marketing)
Branding (Marketing) -- Case studies
Brand name products
Brand name products -- Case studies
Add Author Pfoertsch, Waldemar
ISBN 9783642042133 (hbk.)
3642042139 (hbk.)
Music # 12755592