Ingredient branding 

 -  Springer,  2010 
 - xx + 393 p. ; 24 cm 
<br/><br/> making the invisible visible 
<br/><br/>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.-- 
<br/><br/><label>ISBN: </label>9783642042133 
<br/><br/><label>Subjects--Uniform Titles: </label><br/>HF COMMERCE
<br/><br/><label>Subjects--Topical Terms: </label><br/>Branding (Marketing)<br/>Branding (Marketing)--Case studies<br/>Brand name products<br/>Brand name products--Case studies
<br/><br/><label>Subjects--Index Terms: </label>Bibliography MSc - Marketing Management: Account-Based Marketing