Coverart for item
The Resource Ingredient branding : making the invisible visible, Philip Kotler, Waldemar Pfoertsch

Ingredient branding : making the invisible visible, Philip Kotler, Waldemar Pfoertsch

Label
Ingredient branding : making the invisible visible
Title
Ingredient branding
Title remainder
making the invisible visible
Statement of responsibility
Philip Kotler, Waldemar Pfoertsch
Creator
Contributor
Subject
Genre
Language
eng
Cataloging source
UKM
http://library.link/vocab/creatorName
Kotler, Philip
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorName
Pfoertsch, Waldemar
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Branding (Marketing)
  • Brand name products
  • Brand name products
Label
Ingredient branding : making the invisible visible, Philip Kotler, Waldemar Pfoertsch
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Contents
Chapter 1. Branding Ingredients -- 1.1. What Is Ingredient Branding? -- 1.2. A New Brand Strategy? -- 1.3. What Can You Expect from This Book? -- Chapter 2. Basics of Ingredient Branding -- 2.1. Theoretical Basis for Ingredient Branding -- 2.2. Principles of InBranding -- 2.3. Requirements for InBranding -- 2.4. Benefits and Risks -- Chapter 3. Intel Inside - The Ingredient Branding Success Story -- Chapter 4. Implementation of InBranding Within a Company -- 4.1. Significance of the Brand Concept -- 4.2. Brand Conception with Ingredient Branding -- 4.3. Strategy Options -- 4.4. Communication Policy -- Chapter 5. Success Stories of Ingredient Branding -- 5.1. Automotive Components -- 5.2. Branding of Fibers in the Textile Industry -- 5.3. Glass as an Essential Component -- 5.4. Food Industry Example -- Chapter 6. Detailed Examples of Successful Ingredient Brands -- 6.1. Teflon: Basics of Ingredient Branding -- 6.2. Dolby: Leading an Industry with Innovation -- 6.3. Tetra Pak: A Machine Builder Becomes a Household Name -- 6.4. Bitrex: Implementing the Network Approach -- 6.5. Shimano: Implicit Ingredient Branding -- 6.6. Makrolon: The High-Tech Material -- 6.7. DLP: Pampering the Customer -- 6.8. Schott Ceran: Differentiating with Success -- 6.9. Microban: Convincing and Measuring -- Chapter 7. Managing Ingredient Brands and Measuring the Performance of InBrands -- 7.1. Managing Ingredient Brands -- 7.2. Principles of Brand Evaluation -- Chapter 8. Perspectives of Successful InBranding
Control code
ocn645694376
Dimensions
25 cm
Extent
xx, 393 p.
Isbn
9783642042140
Isbn Type
(ebk.)
Other physical details
ill.
Label
Ingredient branding : making the invisible visible, Philip Kotler, Waldemar Pfoertsch
Publication
Bibliography note
Includes bibliographical references and index
Contents
Chapter 1. Branding Ingredients -- 1.1. What Is Ingredient Branding? -- 1.2. A New Brand Strategy? -- 1.3. What Can You Expect from This Book? -- Chapter 2. Basics of Ingredient Branding -- 2.1. Theoretical Basis for Ingredient Branding -- 2.2. Principles of InBranding -- 2.3. Requirements for InBranding -- 2.4. Benefits and Risks -- Chapter 3. Intel Inside - The Ingredient Branding Success Story -- Chapter 4. Implementation of InBranding Within a Company -- 4.1. Significance of the Brand Concept -- 4.2. Brand Conception with Ingredient Branding -- 4.3. Strategy Options -- 4.4. Communication Policy -- Chapter 5. Success Stories of Ingredient Branding -- 5.1. Automotive Components -- 5.2. Branding of Fibers in the Textile Industry -- 5.3. Glass as an Essential Component -- 5.4. Food Industry Example -- Chapter 6. Detailed Examples of Successful Ingredient Brands -- 6.1. Teflon: Basics of Ingredient Branding -- 6.2. Dolby: Leading an Industry with Innovation -- 6.3. Tetra Pak: A Machine Builder Becomes a Household Name -- 6.4. Bitrex: Implementing the Network Approach -- 6.5. Shimano: Implicit Ingredient Branding -- 6.6. Makrolon: The High-Tech Material -- 6.7. DLP: Pampering the Customer -- 6.8. Schott Ceran: Differentiating with Success -- 6.9. Microban: Convincing and Measuring -- Chapter 7. Managing Ingredient Brands and Measuring the Performance of InBrands -- 7.1. Managing Ingredient Brands -- 7.2. Principles of Brand Evaluation -- Chapter 8. Perspectives of Successful InBranding
Control code
ocn645694376
Dimensions
25 cm
Extent
xx, 393 p.
Isbn
9783642042140
Isbn Type
(ebk.)
Other physical details
ill.

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