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Ingredient Branding: A Strategy Option with Multiple Beneficiaries

Donald G. Norris (Assistant Professor of Marketing at Miami University, Oxford, Ohio)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 March 1992

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

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MCB UP Ltd

Copyright © 1992, MCB UP Limited