INGREDIENT BRANDING MAKING THE INVISIBLE VISIBLE

INGREDIENT BRANDING MAKING THE INVISIBLE VISIBLE
INGREDIENT BRANDING MAKING THE INVISIBLE VISIBLE

Author :PHILIP KOTLER, WALDEMAR PFOERTSCH

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About The Book

"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 INGRADIENT BRANDING WORKS AND HOW BRAND MANAGERS CAN SUCCESSFULLY IMPORVE 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, CORETEX, 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 THORUGH AND COMPLETE ANALYSIS OF INGREDIENT BRANDING ONE COULD EVER HOPE FOR IN A SINGLE SOURCE –A 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. CASLIONE, FOUNDER, PRESIDENT AND CEO, GCS BUSINESS CAPITAL, LLC, AND CO-AUTHOR OF "CHAOTICS: THE BUSINESS OF MANAGING AND MARKETING IN THE AGE OF TURBULENCE".

"THIS BOOK EXPLAINS HOW AND WHY PUTTING THE BRAND OF AN INGREDIENT ON THE OUTSIDE OF A PRODUCT INCREASES ITS APPEAL TO THE CUSTOMER. THE AUTHORS GIVE MANAGERS AND BUSINESS LEADERS IMPORTANT INSIGHTS INTO HOW THIS INNOVATIVE MARKETING CONCEPT WORKS AND IMPLEMENT IT".

JOHN A. QUELCH, LINCOLN FILENE PROFESSOR OF BUSINESS ADMINISTRATION, HARVARD BUSINESS SCHOOL, CAMBRIDGE, MA, AND AUTHOR OF "GREATER GOOS: HOW GOOD MARKETING MAKES FOR BETTER DEMOCRACY"