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Branding Ingredients

In: Ingredient Branding

Author

Listed:
  • Philip Kotler

    (Northwestern University)

  • Waldemar Pfoertsch

    (China Europe International Business School)

Abstract

The fact that consumers are willing to pay more for a branded product is a well-accepted phenomenon in the business to consumer (B2C) industry. Whether it is for long-lasting quality, superior workmanship, or merely as a status symbol, brands like Mercedes-Benz, Chanel, and Sony command premium prices and exclusive reputation for their products.

Suggested Citation

  • Philip Kotler & Waldemar Pfoertsch, 2010. "Branding Ingredients," Springer Books, in: Ingredient Branding, chapter 0, pages 1-13, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-04214-0_1
    DOI: 10.1007/978-3-642-04214-0_1
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    Cited by:

    1. Tapish Panwar & Kalim Khan, 2020. "Ingredient Branding: A Differentiation Strategy for the Commoditized World," Paradigm, , vol. 24(2), pages 149-163, December.

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