IDEAS home Printed from https://ideas.repec.org/a/ids/ijbglo/v7y2011i4p485-496.html
   My bibliography  Save this article

Ingredient branding in sports markets: the case Makrolon and UVEX

Author

Listed:
  • Christian Linder

Abstract

Ingredient branding is a special form of alliance that exists between two brands that cooperate in designing and delivering the product, with a particular emphasis on the possibility of recognising and identifying the components used in the final product. This case describes the development of such a branding strategy adopted by Bayer AG, a chemical and pharmaceutical company, and UVEX, a family-run enterprise for sports equipment. This case study highlights the marketing strategy formed by insights gained from these two companies. In particular, the driving factors for success are described. The study seeks to answer the question on how to proceed with ingredient branding strategy. What could be learned from Bayer's relationship with UVEX, what is required from new potential partners and what can be transferred to future relationships in terms of new applications, branches, countries and markets?

Suggested Citation

  • Christian Linder, 2011. "Ingredient branding in sports markets: the case Makrolon and UVEX," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 7(4), pages 485-496.
    • Handle: RePEc:ids:ijbglo:v:7:y:2011:i:4:p:485-496
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=42754
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbglo:v:7:y:2011:i:4:p:485-496. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=245 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.