The Resource Ingredient branding : making the invisible visible, Philip Kotler, Waldemar Pfoertsch

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

Label
Ingredient branding : making the invisible visible
Title
Ingredient branding
Title remainder
making the invisible visible
Statement of responsibility
Philip Kotler, Waldemar Pfoertsch
Creator
Contributor
Subject
Genre
Language
eng
Summary
  • "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 source ù 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. Cashoneoroundei; 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 Good: How Good Marketing Makes for Better Democracy."
  • "A fascinating, eye-opening perspective on the marketing and positioning of new, complex products, and a most valuable, wonderfully practical and readable book and guide for business leaders wanting to communicate the qualities of their products and components - by "making the invisible visible".-Rolf D. Cremer, Dean and Vice President, CEIBS, China Europe International Business School, Shanghai, China --Book Jacket
Cataloging source
UKM
http://library.link/vocab/creatorName
Kotler, Philip
Illustrations
  • illustrations
  • maps
Index
index present
LC call number
HF5415.1255
LC item number
.K68 2010
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorName
Pfoertsch, Waldemar
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Branding (Marketing)
  • Brand name products
  • Brand name products
  • Brand name products
  • Branding (Marketing)
  • Markenpolitik
  • Produktimage
  • Marketing
  • Markenpolitik
  • Produktimage
  • Markenname
  • Image
  • Markenpolitik
  • Produktimage
Label
Ingredient branding : making the invisible visible, Philip Kotler, Waldemar Pfoertsch
Instantiates
Publication
Bibliography note
Includes bibliographical references (p. [345]-354) and indexes
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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
Dimensions
24 cm
Extent
xx, 393 pages
Isbn
9783642042133
Isbn Type
(hbk.)
Lccn
2010926489
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations, maps
Publisher number
12755592
System control number
  • (OCoLC)645694376
  • (OCoLC)ocn645694376
Label
Ingredient branding : making the invisible visible, Philip Kotler, Waldemar Pfoertsch
Publication
Bibliography note
Includes bibliographical references (p. [345]-354) and indexes
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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
Dimensions
24 cm
Extent
xx, 393 pages
Isbn
9783642042133
Isbn Type
(hbk.)
Lccn
2010926489
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations, maps
Publisher number
12755592
System control number
  • (OCoLC)645694376
  • (OCoLC)ocn645694376

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