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Ingredient Branding: A Strategy Option with Multiple Beneficiaries

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151 citations0/0 files storedJournal of Consumer Marketing

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

Analyses the strategy of ingredient branding and its implications on the distribution channel members, in addition to its potential for aiding product introduction and adoption. Considers the benefits and the drawbacks for the supplier, manufacturer, retailer and consumer. Concludes that the appropriateness of ingredient branding depends on manufacturer‐supplier relationship, the need to differentiate the brand, and the ability to implement the new branding strategy.

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