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Foreword
Foreword Bayer
Foreword Microban
Preface Bitrex
Chapter 1 Branding Ingredients Bitrex 1
1.1 What Is Ingredient Branding? Bitrex 2
1.2 A New Brand Strategy? Bitrex 5
1.3 What Can You Expect from This Book? Bitrex 9
Chapter 2 Basics of Ingredient Branding Bitrex 15
2.1 Theoretical Basis for Ingredient Branding Bitrex 16
2.2 Principles of InBranding Bitrex 28
2.3 Requirements for InBranding Bitrex 33
2.4 Benefits and Risks Bitrex 45
Chapter 3 Intel Inside - The Ingredient Branding Success Story Bitrex 55
Chapter 4 Implementation of InBranding Within a Company Bitrex 71
4.1 Significance of the Brand Concept Bitrex 73
4.2 Brand Conception with Ingredient Branding Bitrex 77
4.3 Strategy Options Bitrex 79
4.4 Communication Policy Bitrex 85
Chapter 5 Success Stories of Ingredient Branding Bitrex 93
5.1 Automotive Components Bitrex 97
5.2 Branding of Fibers in the Textile Industry Bitrex 111
5.3 Glass as an Essential Component Bitrex 131
5.4 Food Industry Example Bitrex 142
Chapter 6 Detailed Examples of Successful Ingredient Brands Bitrex 155
6.1 Teflon: Basics of Ingredient Branding Bitrex 156
6.2 Dolby: Leading an Industry with Innovation Bitrex 164
6.3 Tetra Pak: A Machine Builder Becomes a Household Name Bitrex 171
6.4 Bitrex: Implementing the Network Approach Bitrex 178
6.5 Shimano: Implicit Ingredient Branding Bitrex 190
6.6 Makrolon: The High-Tech Material Bitrex 206
6.7 DLP: Pampering the Customer Bitrex 224
6.8 Schott Ceran: Differentiating with Success Bitrex 237
6.9 Microban: Convincing and Measuring Bitrex 247
Chapter 7 Managing Ingredient Brands and Measuring the Performance of InBrands Bitrex 277
7.1 Managing Ingredient Brands Bitrex 277
7.2 Principles of Brand Evaluation Bitrex 298
Chapter 8 Perspectives of Successful InBranding Bitrex 331
About the Authors Bitrex 341
Bibliography Bitrex 345
List of Ingredient Brands Bitrex 355
Internet Addresses Bitrex 371
Company/Brand Index Bitrex 377
Subject Index Bitrex 387
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Rhonda Norbury
reviewed Ingredient Branding: Making the Invisible Visible on May 07, 2014
Ingredient Branding: Making the Invisible Visible
A must-have and -read for any marketeer or entrepreneur of a product brand.
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Add Ingredient Branding: Making the Invisible Visible, An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve, Ingredient Branding: Making the Invisible Visible to the inventory that you are selling on WonderClubX
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Add Ingredient Branding: Making the Invisible Visible, An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve, Ingredient Branding: Making the Invisible Visible to your collection on WonderClub |