Ingredient Branding Making the Invisible Visible
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
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Philip Kotler· Waldemar Pfoertsch
Ingredient Branding Making the Invisible Visible
Professor Philip Kotler Kellogg Graduate School of Management Northwestern University Evanston, IL 60208, USA [email protected]
Professor Waldemar Pfoertsch China Europe International Business School 699 Hongfeng Rd. Shanghai 201206, China [email protected]
e-ISBN 978-3-642-04214-0 ISBN 978-3-642-04213-3 DOI 10.1007/978-3-642-04214-0 Springer Heidelberg Dordrecht London New York Library of Congress Control Number: 2010926489 © Springer-Verlag Berlin Heidelberg 2010 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: WMXDesign GmbH, Germany Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
Foreword by Bayer
CDs and DVDs, water bottles, sports eyewear, binoculars, helmets, storage boxes for food, car headlights, automotive roof glazing – these are just some of the everyday products that benefit from the unique properties of Makrolon®, a plastic manufactured by Bayer MaterialScience AG. To draw the attention of trade and consumers to this high-tech material, many of the consumer goods made from it now bear the quality mark “made of Makrolon®”, which has transformed Makrolon® into a world-famous brand. “Ingredient Branding” is the technical term for this strategy of taking the product – originally a business-to-business product – to the consumer marketplace, where it gains global recognition. Bayer MaterialScience is exploiting the benefits of a brand strategy to make its high-tech polycarbonate Makrolon® stand out from its competitors. This cooperation between Bayer and selected Makrolon® processing companies began in 2000. Through this arrangement, the consumer is related the message that not only is the product manufacturer committing himself to the quality of the product but so too, is the supplier of the most important constituent – the material used to make it. Since its invention in 1953, this plastic has been regarded as a versatile material with many positive properties. With its customizing ability for transparency/opacity, impact strength, temperatureindependent dimensional stability, exceptional flow properties and light weight, the application potential for M
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