2010 | OriginalPaper | Buchkapitel
Implementation of InBranding Within a Company
verfasst von : Professor Philip Kotler, Professor Waldemar Pfoertsch
Erschienen in: Ingredient Branding
Verlag: Springer Berlin Heidelberg
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Building a distinctive product offering can be challenging in many industries. Proliferation, commoditization and other factors contribute to diminishing margins, and other threats exist to the development of a lasting and valuable brand. One opportunity to counter this is through Ingredient Branding, the emphasis of a recognizable ingredient in your products or services, or the promotion of your products or services as a component in a third party’s products or services.