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Development of the Concept of Brands Read chapter Read first chapter

2001 | OriginalPaper | Chapter

“Entering Goods” Brands: The Development of Co-Branding

Author : Philippe Malaval

Published in: Strategy and Management of Industrial Brands

Publisher: Springer US

Included in: Professional Book Archive

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“Entering goods” have three main characteristics. They are generally not purchaseable by end consumers. They are selected by industrial customers and then integrated into the production process. Physically they are delivered in a way which does not allow end users to use them. For instance, Lycra® fibers such as Tetra Pak packaging are delivered in reels which require industrial equipment to be transformed into underwear, clothing and pre-finished packaging.

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Metadata
Title
“Entering Goods” Brands: The Development of Co-Branding
Author
Philippe Malaval
Copyright Year
2001
Publisher
Springer US
Book
Strategy and Management of Industrial Brands

Print ISBN: 978-1-4020-7753-1

Electronic ISBN: 978-1-4615-1737-5

Copyright Year: 2001

DOI
https://doi.org/10.1007/978-1-4615-1737-5_11