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04. February 2019

Wikipedia defines Ingredient Branding as “creating a brand for an ingredient or Nike Air Max Modern Flyknit 'College Navy' Uk Größe 9 876066-400,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 existMERRELL in Übergröße YOKOTA 2 SPORT GTX schwarz high risk,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, asAdidas Herren Adizero Boston 7 M Schwarz Gewebe Laufschuhe,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 lineChaussure Adidas Voleibol Respuesta De Impulso Medio damen AQ6026,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 supplyNEW Nike Air Jordan Eclipse Chukka 881453-005 Men schuhe Trainers Turnschuhe SALE, chain. The fundamental principle of it is to apply a Hugo Boss Adrean open grau herren trainers Größe 9UK (43EU),

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By starting to communicate the benefits of the Ingredient to at least one level below direct customers, aAdidas Terrex Trailmaker G AQ2534 mens hiking outdoor trainers Turnschuhe SAMPLE, 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, variousAdidas Originals ZX 500 RM Men New grau Weiß Scarlet Lifestyle Turnschuhe B42204, 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 muchMunich Barru 16 Hausschuhe bajas Hombre schwarz, increased value can a product, component or service add to the finished product to make that IngredientKith Collete X Blades Of Glory. Größe 10 new, 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 DIESEL High Top Turnschuhe Herren Schuhe S EMERALD 41 Weiß Leder Schuhe NP 230 NEU, 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, IngredientHerren Nike Air Jordan Future Niedrig - 718948 302 - Grün Puls Schwarz Weiß, 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 CONVERSE CHUCK TAYLOR 1970'S 162999C terracotta rot, 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. 

LuckilySaucony-SCHUH-MANN Dxn Trainer S70369 4 GRAU LÄSSIGE SPORT Turnschuhe,in today’s digital and contentNike Gratis Huarache Karnivore Sp Obsidian Blau Weiß Schwarz Sz 10 (801759-413), driven Marketing world, there are endless opportunities to create the pull-function through Geox SNAKE Herrenschuhe - sportliche Slipper - Halbschuhe schwarz NEU,, which are also an integral part of the BRAIND offering. 

Are you ready for Ingredient Branding? Check your Ingredient Brand Fitness Check 2006 Nike Blazer Prm qs Mens Sz 12 sb Glow In The Dark 312457-041 dunk supreme,.

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