TY  - BOOK
AU  - Pfoertsch, Waldemar
AU  - Kotler, Philip
TI  - Ingredient branding
SN  - 9783642042133
PY  - 2010///
PB  - Springer
KW  - HF COMMERCE
KW  - Branding (Marketing)
KW  - Case studies
KW  - Brand name products
KW  - Bibliography MSc - Marketing Management: Account-Based Marketing
N1  - making the invisible visible; Branding ingredients. What is ingredient branding? ; A new brand strategy? ; What can you expect from this book?; Basics of ingredient branding. Theoretical basis for ingredient branding ; Principles of inbranding ; Requirements for inbranding ; Benefits and risks--; Intel inside - the ingredient branding success story--; Implementation of inbranding within a company. Significance of the brand concept ; Brand conception with ingredient branding ; Strategy options ; Communication policy--; Success stories of ingredient branding. Automotive components ; Branding of fibers in the textile industry ; Glass as an essential component ; Food industry example--; Detailed examples of successful ingredient brands. Teflon: basics of ingredient branding ; Dolby: leading an industry with innovation ; Tetra Pak: a machine builder becomes a household name ; Bitrex: implementing the network approach ; Shimano: implicit ingredient branding--; Makrolon: the high-tech material ; DLP: pampering the customer ; Schott Ceran: differentiating with success ; Microban: convincing and measuring--; Managing ingredient brands and measuring the performance of inbrands. Managing branding ingredients ; Principles of brand evaluation--; Perspectives of successful inbranding.--
UR  - http://books.google.es/books?id=UYNBbCvK69UC&printsec=frontcover&dq=ingredient+branding+making+the+invisible+visible&hl=ca&sa=X&ei=EY2UUuWwDaq40QXaroCIBw&ved=0CDMQ6AEwAA#v=onepage&q=ingredient%20branding%20making%20the%20invisible%20visible&f=false
ER  -