IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-642-04214-0_2.html
   My bibliography  Save this book chapter

Basics of Ingredient Branding

In: Ingredient Branding

Author

Listed:
  • Philip Kotler

    (Northwestern University)

  • Waldemar Pfoertsch

    (China Europe International Business School)

Abstract

Ingredient Branding has only started to thrive1 since the late 1980s as an accepted marketing concept.2 In the global economy, companies need to not only establish, but also maintain, their competitive advantage, as well as create commercial success in their market and provide criteria for their customers to differentiate them from their competition.3 Until the early 80s, most companies were focused on tangible resources due to material or production technology restraints. Now, however, we see a considerable shift towards a focus on intangible resources such as brand management4 and customer loyalty. Many current publications consider one of the most valuable assets for any firm as the intangible asset represented by its brands.

Suggested Citation

  • Philip Kotler & Waldemar Pfoertsch, 2010. "Basics of Ingredient Branding," Springer Books, in: Ingredient Branding, chapter 0, pages 15-53, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-04214-0_2
    DOI: 10.1007/978-3-642-04214-0_2
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    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:spr:sprchp:978-3-642-04214-0_2. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.