Ingredient Branding: A Strategy Option with Multiple Beneficiaries
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.
Keywords
Citation
Norris, D.G. (1992), "Ingredient Branding: A Strategy Option with Multiple Beneficiaries", Journal of Consumer Marketing, Vol. 9 No. 3, pp. 19-31. https://doi.org/10.1108/07363769210035206
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited