Ingredient branding

Under ingredient branding ( . Engl ingredient ingredient, ingredient, brand mark) are understood in marketing the formation of a brand for a product , not individually but can only be purchased as part of another product. The aim of this form of product policy is to transfer the properties perceived by buyers, such as the quality or performance of the individual components, to the overall product and to exploit the brand awareness of the consumer.

Well-known examples of ingredient branding are:

• Intel Inside for processors and chipsets in computers from different manufacturers,
• NutraSweet and Canderel , brand names for the sweetener aspartame in the food industry ( e.g. Coca Cola light ),
• Teflon as a coating for pans and saucepans, GoreTex for sportswear (brand names for products made from the plastic polytetrafluoroethylene ).

Ingredient branding has a special position within marketing because it cannot be clearly assigned to either capital goods or consumer goods marketing . On the one hand, the consumer is the end user of the component, but at the same time is not involved in the purchase decision of the individual part, since this is made by the producer of the overall product. On the other hand, the producer will only decide to use the part - or at least take it into account in his communication policy - if the image of the part product has a sufficiently large effect on the consumer, i.e. H. positively influenced his purchase decision.

literature

• Esch, Franz-Rudolf (2008): Strategy and Technology of Brand Management, 5th edition, Verlag Vahlen, Munich.
• Havenstein, Moritz: Ingredient Branding Deutscher Universitätsverlag (1st edition, May 2004) ISBN 978-3824480586
• Malaval, Philippe Strategy and Management of Industrial Brands Springer Verlag (2003) ISBN 1-40207-753-X
• Pförtsch, Waldemar ; Müller, Indrajanto: The brand in the brand - the meaning and power of ingredient branding, 1st edition, Springer Verlag Berlin Heidelberg New York (2006) ISBN 3-54030-057-0