Ingredient branding [Texte imprimé] : making the invisible visible / Philip Kotler, Waldemar Pfoertsch.

Auteur secondaire: Pfoertsch, Waldemar Auteur
ISBN: 978-3-642-04213-3 (rel)
Note de bibliographie: Bibliogr. p. [345]-354. Index.
Table des matières: P. 1 Chapter 1, Branding ingredients. What is ingredient branding ? ; A new brand strategy ? ; What can you expect from this book ? P. 15 Chapter 2, Basics of ingredient branding. Theoretical basis for ingredient branding ; Principles of inbranding ; Requirements for inbranding ; Benefits and risks P. 55 Chapter 3, Intel inside - the ingredient branding success story P. 71 Chapter 4, Implementation of inbranding within a company. Significance of the brand concept ; Brand conception with ingredient branding ; Strategy options ; Communication policy P. 93 Chapter 5, Success stories of ingredient branding. Automotive components ; Branding of fibers in the textile industry ; Glass as an essential component ; Food industry example P. 155 Chapter 6, Detailed examples of successful ingredient brands. Teflon: basics of ingredient branding ; Dolby: leading an industry with innovation ; Tetra Pak: a machine builder becomes a household name ; Bitrex: implementing the network approach ; Shimano: implicit ingredient branding; Makrolon: the high-tech material ; DLP: pampering the customer ; Schott Ceran: differentiating with success ; Microban: convincing and measuring P. 277 Chapter 7, Managing ingredient brands and measuring the performance of inbrands. Managing branding ingredients ; Principles of brand evaluation P. 331 Chapter 8, Perspectives of successful inbranding
Bibliothèque Cote Statut Date de retour prévue Code barres Format
BU Vauban EDHEC Business School Lille  121.92 KOT  Disponible   --   00077753   Monographie imprimée