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

By: Kotler, Philip.
Contributor(s): Pfoertsch, Waldemar.
Publisher: Heildelberg : Springer, c2010Description: xx, 393 p. : ill., maps ; 24 cm.ISBN: 9783642042133 (hbk.); 3642042139 (hbk.); 9783642042140 (ebk.).Subject(s): Branding (Marketing) | Branding (Marketing) -- Case studies | Brand name products | Brand name products -- Case studiesDDC classification: 658.827
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.
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Floor 4, Shelf 27 , Side 1, TierNo 1, BayNo 5

 658.827 KOT 2010 (Browse shelf) 1 Available TBSxx,34003,03,CL 5000125603
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658.827 KNA 2000 The Brandmindset / 658.827 KOR 2010 Brand society : 658.827 KOR 2010 Brand society : 658.827 KOT 2010 Ingredient branding : 658.827 KUM Private label strategy : 658.827 LAF 2010 Managing brands : 658.827 LAN Designing brand experiences /

Includes bibliographical references (p. [345]-354) and indexes.

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.