Under Ingredient Branding (an English ingredient component, added; brand-Marke) one understands the formation of a mark in marketing for a product that not individually but only as a component of another product can be acquired. With this form of the product politics the goal is pursued of using the characteristics noticed by the buyers as for example the quality or efficiency of the individual component transferred to the total property too and the mark consciousness of the consumer.

Well-known examples of Ingredient Branding are:

• Intel Inside for processors and chip-corrodes in computers of different manufacturers,
• NutraSweet and Canderel, a label name for the Aspartam in the foodstuffs industry (e.g. Coca Cola light),
• Teflon as coating for pans and pots, GoreTex for sport clothing (both products are label names for polytetrafluorethylene).

Within marketing the Ingredient Branding takes a privileged position, since it can be assigned neither to the capital goods nor consumer goods marketing clearly. On the one hand the consumer final consumer of the component is, is however at the same time not in the purchase decision of the individual part this the producer of the total product meets there involved. On the other hand the producer obtains themselves only for the employment of the part to decide - consider or at least in his communication politics - if the image of the partial product a sufficiently large effect at the consumer, i.e. is affected positively its purchase decision.

Literature

• Waldemar; Mueller, Indrajanto: The mark in the mark - meaning and power of the Ingredient Branding, 1. Aufl, Springer publishing house Berlin Heidelberg New York (2006) ISBN 3-54030-057-0
• Mark bill guaranty, Philippe Strategy and management OF Industrial of fire Springer publishing house (2003) ISBN 1-40207-753-X

Articles in category "Ingredient Branding"

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• Intangible Business Limited | Articles | Ingredient branding case ...
  1. Introduction to ingredient branding 2. The need for an ingredient brand 3. Developing the ingredient brand strategy 4. Intel co-operative marketing ...


• Intangible Business Limited | Ingredient branding case study: Intel
  1. Introduction to ingredient branding 2. The need for an ingredient brand 3. Developing the ingredient brand strategy 4. Intel co-operative marketing ...


• Landor: Knowledge: White Paper: Ingredient Branding (12/31/1998)
  Landor provides a complete range of integrated brand consulting, creative and design services to help our clients create, build and revitalize their brand ...