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04. February 2019

Wikipedia defines Ingredient Branding as “creating a brand for an ingredient or NWT Converse Farbeful Neon Satin BIRDS OF PARADISE HI-TOP Platform schuhe sz US 9,component of a product, to project the high quality or performance of the ingredient”. Another popular definition is Intel’s  “a promotion of a brand within a brand to the end user” or as it is defined by Uggla / Filipsson based on Baumgarth (2004) and Rizeboos (2003): “Ingredient Branding is a specific form of brand collaboration, distinct from co-branding that highlights a specific component or brand attribute to enhance a product or service that can potentially become a category point-of-parity, create multi-level visibility, awareness, differentiation and preference in the down-stream value chain” (© The Icfai University Press, 2008).

Other interpretations of Ingredient Branding also existAsics Tiger damen Gel-Lyte V Grün winter pear Weiß H6A8L-7301,for example from P. Kotler, D. Aaker. E. Joachimsthaler, K.Keller, C.Baumgarth and many others. Please refer to their literature for further details.


The vast majority of companies are not able to adequately convey the entire value they are creating for their respective value chain, asDamen Converse Chuck Taylor All Star Tonal P. Suede Ox Turnschuhe Grau,they are often locked into their role as an anonymous supplier. Their value and their contribution to the finished product is unknown to most market participants beyond their direct customer lineMARCCAIN STYLISCHE Turnschuhe SCHUHE Leder GR. 36 37 38 39 40,and therefore they are exposed to the "Lopez-effect"; named after the once famous Head of Purchasing at Volkswagen, who was known for his merciless negotiations with suppliers. Price & margin pressure, unfavorable payment terms and exchangeability as a supplier are the economic consequences. Not a great position to be in. 

Ingredient Branding provides a valid Brand & Business model escape from this unfavorable position in the supplyschuhe Turnschuhe da ginnastica damen NIKE TANJUN (GS) Cielo Bianco Misura EU 36, chain. The fundamental principle of it is to apply a H By Hudson Metallic Gold Silber Leather schuhe Turnschuhe Slip On Trainers 5 38 New,

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By starting to communicate the benefits of the Ingredient to at least one level below direct customers, aAdidas damen ARKYN W Weiß Weiß Ash Pearl - CQ2748, company can start to build firstly awareness and then create demand for its component in the downstream value. By doing this successfully over a longer period of time they can elevate their position in the value chain and emerge from the role of a supplier to the position of a business partner. 

After the recognition of the Ingredient Brand has been successfully established, variousSkechers Schuhe – Go Walk 4-Kindle schwarz Rosa, push-marketing activities can be executed together with direct customers and distribution channels (e.g. Retail) in order to stimulate the sell-out of the finished product with the branded ingredient. 

The key question to establish an Ingredient Brand is therefore, how muchAhnu Damen Yoga Flex 1010148BLK Schwarz Nagelneu in Karton, increased value can a product, component or service add to the finished product to make that IngredientNIKE AIR MAX Thea SE TRAINERS Turnschuhe schuhe UK 9,5 EUR 44,5, for the buying decision. As described in our Next Generation Ingredient Branding section, relevance might not only be a performance driven criteria, but could also be influenced by soft factors such as attitudes, brand values, transparency or sustainability efforts. What makes a component Nike Legend React damen Weiß grau AA1626 101 Mesh Athletic Training schuhe, for the buying decision of the final product differs from product to product, from category to category.  
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Finally, two very common mistakes should not go uncommented.

  1. The belief that you can build an Ingredient Brand without establishing the Pull-Function.
  2. The belief that you can build an Ingredient Brand only through Retail or Distribution

In both cases success is very unlikely. At the beginning stage, Ingredientschuhe VERSACE JEANS Woman schwarz VRBSB270023-899, Branding is a hen-and-egg situation. Some of your direct customers probably won’t be amused and will resist your idea of establishing an Ingredient Brand in the first place. Retailers have proven over the past 50+ years that they New Balance WL574CIB Shatterot Pearl damen Suede Mesh Angora with Faded Rosa 6, any brand to their advantage that can potentially generate them more revenue and profit, but building a brand for a supplier, that’s not in their general business interest. And Distribution/distributors deliver no added value for a brand. They fulfill solely the logistics and distribution function. 

LuckilyAsh, Deportivos de Moda damenes, Größe 40 EU 9US,in today’s digital and contentAsics damen Gel-Challenger 11 Tennis schuhe Rosa Sports Breathable Trainers, driven Marketing world, there are endless opportunities to create the pull-function through Skechers NEW D'Lites 2 Rosa Blooms burgundy memory foam retro trainers Größes 3-8,, which are also an integral part of the BRAIND offering. 

Are you ready for Ingredient Branding? Check your Ingredient Brand Fitness Check schuhe ADIDAS damen Turnschuhe schwarz Inserti in pelle BB0684,.

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