IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-642-04214-0_5.html
   My bibliography  Save this book chapter

Success Stories of Ingredient Branding

In: Ingredient Branding

Author

Listed:
  • Philip Kotler

    (Northwestern University)

  • Waldemar Pfoertsch

    (China Europe International Business School)

Abstract

After the Intel Corporation applied the Ingredient Branding concept and launched such a success, many other component manufacturers in the computer industry jumped on the bandwagon. They started to revise their strategy and initiated to communicate their product offerings and performance differences to end consumers. These included brands like AMD, MSI, ATI and nVidia (CPU, main board and graphic cards manufacturers). These companies have succeeded in securing partnership agreements with PC manufacturers to have their logos shown on the computers. They also convinced the retailers and final users that their component is superior and makes a difference for them. It should be pointed out, though, that there are limits to the number of brand labels that can be featured on a computer. Currently, the main logos that appear on the PC are the processor, graphic card and operating system software since these are perceived as having the greatest impact on either the computer’s performance (processor, graphic card) or its quality in terms of user friendliness or security (operating system software).

Suggested Citation

  • Philip Kotler & Waldemar Pfoertsch, 2010. "Success Stories of Ingredient Branding," Springer Books, in: Ingredient Branding, chapter 0, pages 93-153, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-04214-0_5
    DOI: 10.1007/978-3-642-04214-0_5
    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_5. 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.