عنوان

Ingredient branding

9783642042133 (hbk.)

لاتين

Philip Kotler, Waldemar Pfoertsch

Ingredient branding

Heildelberg [Germany] ;New York

Springer,

c2010

xx, 393 p.

مرجع به حساب نمي آيد

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.

making the invisible visible

Branding (Marketing)

Branding (Marketing), Case studies

Brand name products

Brand name products, Case studies

Markenpolitik, swd

Produktimage, swd

مولف

Kotler, Philip.

Kotler, Philip.

Pfoertsch, Waldemar.