Department of Marketing

Title

InBranding: Developing a conceptual model

Document Type

Article

Publication Date

Fall 2007

Abstract

With the rapid changes in the global economy and the sophistication of the customers, industrial businesses are being forced to employ more active marketing and branding strategies, strategies that will provide them with the opportunity to be faster and more flexible in responding to the changing competitive conditions in the supplier industry and to constantly changing customer needs. The purpose of this article is to introduce and differentiate ingredient branding from other branding opportunities, specifically, distinguish co-branding from ingredient branding, then, postulate InBranding as a new term for ingredient branding with special emphasis on the component producer and clarifying the supplier versus manufacture based perspectives. Brand literature on these differentiations does not exist yet and therefore this article aims to fill the gap.

First Page

123

Last Page

135