Tuesday, November 11, 2014

Ingredient Branding

An ingredient brand is a well-known brand with well-known qualities that is included as a component or feature of another brand or product to enhance perceptions and the marketability of that brand or product. The ingredient brand calls out unique features or performance and is often used to increase the acceptance of a product or brand that is using a new technology identified by the ingredient brand.

Following are some examples of ingredient brands:
  • Android
  • Bluetooth
  • Cinnabon
  • Dolby Digital
  • Plus a touch of Downy
  • Gore-Tex
  • Hybrid Synergy Drive
  • Intel Inside
  • NutraSweet
  • OnStar
  • Contains Scotchgard Protector 3M
  • Shimano
  • (Dupont) Teflon

 So, what leads to successful ingredient branding?
  • The ingredient brand must be strongly associated with a specific feature, benefit or performance attribute
  • The ingredient brand must have its own strong identity
  • Ideally, the ingredient brand already has high awareness
  • The ingredient brand’s unique feature or benefit must be a significant enhancement to the brand or product in which it is embedded
  • The ingredient brand must be visibly featured on the product and its packaging
  • Linking the ingredient brand to the other brand enhances both brands’ desirability and awareness
  • The financial deal struck between the two brands must be mutually beneficial

 I wish you much success with your ingredient branding efforts.

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