Ingredient Branding

Author : Philip Kotler,Waldemar Pfoertsch
Publisher : Springer Science & Business Media
Page : 409 pages
File Size : 45,7 Mb
Release : 2010-05-17
Category : Business & Economics
ISBN : 9783642042140

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Ingredient Branding by Philip Kotler,Waldemar Pfoertsch Pdf

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.

Author : Jakki J. Mohr,Sanjit Sengupta,Stanley F. Slater
Publisher : Pearson Prentice Hall
Page : 584 pages
File Size : 47,5 Mb
Release : 2010
Category : Business & Economics
ISBN : 0136049966

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Marketing of High-technology Products and Innovations by Jakki J. Mohr,Sanjit Sengupta,Stanley F. Slater Pdf

This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.

Author : T. Blackett,R. Boad
Publisher : Springer
Page : 150 pages
File Size : 44,5 Mb
Release : 1999-09-24
Category : Business & Economics
ISBN : 9780230599673

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Co-Branding by T. Blackett,R. Boad Pdf

The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well-matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This is the first book to explore this important area.

Author : B. Prideaux,Gianna Moscardo,Eric Laws
Publisher : CABI
Page : 357 pages
File Size : 50,6 Mb
Release : 2006-09-14
Category : Hospitality industry
ISBN : 9781845930158

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Managing Tourism and Hospitality Services by B. Prideaux,Gianna Moscardo,Eric Laws Pdf

The aim of this book is to enhance theoretical and practical understanding of quality management in tourism and hospitality. It provides a benchmark of current knowledge, and examines the range of research methods being applied to further develop tourism and hospitality service management research. It is hoped that this book will stimulate new research questions by highlighting tensions and challenges in the area.

Author : Philip Kotler,Waldemar Pfoertsch
Publisher : Springer Science & Business Media
Page : 368 pages
File Size : 44,7 Mb
Release : 2006-09-22
Category : Business & Economics
ISBN : 9783540447290

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B2B Brand Management by Philip Kotler,Waldemar Pfoertsch Pdf

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.

Author : Anonim
Publisher : Emerald Group Publishing
Page : 192 pages
File Size : 42,9 Mb
Release : 2006
Category : Consumers
ISBN : 9781846630323

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Corporate marketing: insights and integration drawn from corporate branding corporate identity corporate communication and visual identification by Anonim Pdf

Author : Inca Beckmann,Kristina Willas
Publisher : diplom.de
Page : 92 pages
File Size : 50,9 Mb
Release : 2005-01-31
Category : Business & Economics
ISBN : 9783832485535

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Multiple Co-Branding by Inca Beckmann,Kristina Willas Pdf

Inhaltsangabe:Abstract: The exchangeability of products has led to the producers need to differentiate themselves from other offers. Due to the flood of advertising on TV, on the radio, in magazines or on hoardings, people usually do not perceive all these stimuli anymore. A well-known brand can help a company to attract new customers and to keep customers loyal. Since there are already many well-established brands for most product categories, some producers have tried to improve their market position by using co-branding. Puma uses Gore Tex material. Ferrari and Fila have developed a sports shoe together and even Coca Cola, one of the world s most well-known brands, has launched a new co-branded product with the beer producer Diebels called Dimix . Already in 1998 co-branding was said to have a 40% annual growth rate in the US. This paper focuses on a new trend among co-branding companies: multiple co-branding. Co-branding one s product not only once, but with several well-known brands one after another or simultaneously in independent agreements is a relatively recent marketing strategy. It has to be said that even for co-branding in general there are only very few empirical studies giving evidence of co-branding s effects on the consumer, but so far it seems that multiple co-branding has been ignored completely. We could not find any sources, giving special attention on this new, growing phenomenon. Therefore, we decided to do some research of our own in this field. To analyse if multiple co-branding helps companies to strengthen their brands and to defend their market position against competitors, we will examine how consumers evaluate this strategy. The central questions that we try to answer are the following: Q1: Do consumers perceive multiple co-branding? Q2: How does multiple co-branding influence the consumer s attitude towards the brand that uses this multiple co-branding strategy? A consumer survey via e-mail was conducted in order to gain insight into consumers view of brands using multiple co-branding. The coloured chocolate lenses Smarties and the ice cream Langnese Cremissimo served as examples in our questionnaire since they have created new products together with many other brands. The findings shall give some useful advice to companies concerning aspects, which have to be taken into account when opting for a multiple co-branding strategy. Disposition The introduction will be followed by the theoretical part, which is [...]

Author : Peter Zickermann
Publisher : diplom.de
Page : 91 pages
File Size : 50,9 Mb
Release : 2014-09-01
Category : Business & Economics
ISBN : 9783954897964

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Co-Branding: Fit Factors between Partner Brands by Peter Zickermann Pdf

Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have leveraged their ‘most important asset’ (brands) through brand and line extensions. Nowadays, the most recent trend for capitalizing on brands is called ‘Co-Branding’ in which two or more brands are presented jointly to the consumer, forming a new product or service offering. This new branding strategy promises many benefits, especially for companies operating internationally with strong global brands. This study is about the perception of ‘fit’ between two partner brands in a co-branding venture. Previous studies have already identified that a perceived fit between partner brands leads to a positive evaluation of the co-branded offering by consumers. But why are some brands perceived as fitting together by consumers and others are not? To answer this question, this study investigates which factors (e.g. similar price level, target group, product category) lead to a perceived fit between partner brands by consumers.

Author : Colin L. Campbell
Publisher : Springer
Page : 953 pages
File Size : 47,8 Mb
Release : 2017-01-11
Category : Business & Economics
ISBN : 9783319500089

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The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World by Colin L. Campbell Pdf

This volume includes the full proceedings from the 2011 World Marketing Congress held in Reims, France with the theme The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​

Author : Barton A Weitz,Robin Wensley
Publisher : SAGE
Page : 618 pages
File Size : 53,7 Mb
Release : 2006-08-11
Category : Business & Economics
ISBN : 1412921201

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Handbook of Marketing by Barton A Weitz,Robin Wensley Pdf

The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.

Author : Alice M. Tybout,Tim Calkins
Publisher : John Wiley & Sons
Page : 413 pages
File Size : 45,8 Mb
Release : 2011-01-07
Category : Business & Economics
ISBN : 9781118046036

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Kellogg on Branding by Alice M. Tybout,Tim Calkins Pdf

The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

Author : Alejandro-Marcel Schönhoff
Publisher : Springer Science & Business
Page : 297 pages
File Size : 40,6 Mb
Release : 2014-04-16
Category : Business & Economics
ISBN : 9783658055592

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Does Multi-stage Marketing Pay? by Alejandro-Marcel Schönhoff Pdf

Some scholars propose that the concept of market orientation needs to be extended to encompass a company’s indirect customers too. In an action-oriented perspective, this extended market orientation implies the notion of multistage marketing (MSM). For B‐to‐B settings, MSM entails the expanded consideration of both direct and indirect customers; it also provides the necessary capabilities to implement such a market orientation. In this study, Alejandro-Marcel Schönhoff presents a scenario-based experiment, using limit conjoint analysis, to establish an empirical basis for measuring the potential effects of different MSM types on direct customers’ willingness to pay and other key outcome variables. The results show, among other things, that collaborative MSM exerts a positive effect on willingness to pay, whereas non collaborative MSM has a negative effect on direct customers’ satisfaction and loyalty. Furthermore, the relevance of MSM depends on the direct customers’ market power toward their own customers.

Author : Wang, John
Publisher : IGI Global
Page : 2862 pages
File Size : 40,5 Mb
Release : 2014-02-28
Category : Business & Economics
ISBN : 9781466652033

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Encyclopedia of Business Analytics and Optimization by Wang, John Pdf

As the age of Big Data emerges, it becomes necessary to take the five dimensions of Big Data- volume, variety, velocity, volatility, and veracity- and focus these dimensions towards one critical emphasis - value. The Encyclopedia of Business Analytics and Optimization confronts the challenges of information retrieval in the age of Big Data by exploring recent advances in the areas of knowledge management, data visualization, interdisciplinary communication, and others. Through its critical approach and practical application, this book will be a must-have reference for any professional, leader, analyst, or manager interested in making the most of the knowledge resources at their disposal.

Author : Claudio A. Saavedra
Publisher : Springer
Page : 423 pages
File Size : 46,5 Mb
Release : 2016-04-29
Category : Business & Economics
ISBN : 9783319306100

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The Marketing Challenge for Industrial Companies by Claudio A. Saavedra Pdf

This book discusses the differences between consumer marketing and industrial marketing, as well as the challenges faced when putting each into practice. It identifies important distinctions in terms of product functionality, market research concepts and techniques, market segmentation, pricing, sales force and product launch. Furthermore, it reviews significant variations concerning other issues such as branding, distribution, product development and the organizational structure of the commercial department. Each chapter features both authoritative, novel concepts suited for global application and hands-on protocols. By presenting these concepts and their implementation, this book is the first of its kind in the field to help practitioners avoid using consumer-marketing techniques that could in fact be inappropriate for and detrimental to an industrial company strategy.

Author : Silva, Carlos Francisco e
Publisher : IGI Global
Page : 313 pages
File Size : 45,8 Mb
Release : 2023-09-07
Category : Business & Economics
ISBN : 9781668466155

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Origin and Branding in International Market Entry Processes by Silva, Carlos Francisco e Pdf

In today's globalized economy, selecting the right entry strategy is critical for companies looking to expand into foreign markets. This decision has a significant impact on a company's performance and its ability to collaborate with global supply chains. Moreover, with consumers becoming increasingly aware of the origins of products and brands, it is essential for companies to use the origin as a means to add value to their offerings. Edited by Dr. Carlos Silva, this book brings together global professionals and researchers who provide the latest empirical research findings and relevant theoretical frameworks on the subject, spanning multiple industries. Origin and Branding in International Market Entry Processes is targeted towards professionals and researchers working in the field of international management and business, providing insights and support for executives concerned with market entry, internationalization strategies, destination and origin branding, and brand expansion. The book covers a range of topics, including brand origin, country of brand origin, branding, market entry process, internationalization strategies, place branding, and digital places, among others. This book is an excellent resource for academics and professionals looking to understand the strategic role of brands and their origin in international market entry, helping readers make informed decisions on market entry strategies and branding that will ultimately improve their performance and success in global markets.