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Ingredient Branding

In: Co-Branding

Author

Listed:
  • Marc Smit

Abstract

Ingredient branding is a specific category of co-branding. Whilst co-brands bring together brands in a single offer to the consumer, ingredient brands differ in that they are a component of the end product. This chapter will look at what lies behind this generic and often misused name in an attempt to establish what ingredient branding is. We will then investigate what has to be taken into account when moving into ingredient branding (the why?) and the optimal brand strategy to do so (the how?).

Suggested Citation

  • Marc Smit, 1999. "Ingredient Branding," Palgrave Macmillan Books, in: Tom Blackett & Bob Boad (ed.), Co-Branding, chapter 5, pages 66-83, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-59967-3_5
    DOI: 10.1057/9780230599673_5
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