Ingredient branding: making the invisible visible
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Heidelberg [u.a.]
Springer
2010
|
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | XX, 393 S. Ill., graph. Darst., Kt. |
| ISBN: | 9783642042133 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text |
CONTENTS FOREWORD BY BAYER V FOREWORD BY MICROBAN IX FOREWORD BY BITREX
XI PREFACE XIII CHAPTER 1 BRANDING INGREDIENTS 1 1.1 WHAT IS INGREDIENT
BRANDING? 2 1.2 A NEW BRAND STRATEGY? 5 1.3 WHAT CAN YOU EXPECT FROM
THIS BOOK? 9 CHAPTER 2 BASICS OF INGREDIENT BRANDING 15 2.1 THEORETICAL
BASIS FOR INGREDIENT BRANDING 16 2.2 PRINCIPLES OF INBRANDING 28 2.3
REQUIREMENTS FOR INBRANDING 33 2.4 BENEFITS AND RISKS 45 CHAPTER 3 INTEL
INSIDE - THE INGREDIENT BRANDING SUCCESS STORY 55 CHAPTER 4
IMPLEMENTATION OF INBRANDING WITHIN A COMPANY 71 4.1 SIGNIFICANCE OF THE
BRAND CONCEPT 73 4.2 BRAND CONCEPTION WITH INGREDIENT BRANDING 77 4.3
STRATEGY OPTIONS 79 4.4 COMMUNICATION POLICY 85 BIBLIOGRAFISCHE
INFORMATIONEN HTTP://D-NB.INFO/996515216 DIGITALISIERT DURCH SUBJECT
INDEX 387 XX CONTENTS CHAPTER 5 SUCCESS STORIES OF INGREDIENT BRANDING
93 5.1 AUTOMOTIVE COMPONENTS 97 5.2 BRANDING OF FIBERS IN THE TEXTILE
INDUSTRY ILL 5.3 GLASS AS AN ESSENTIAL COMPONENT 131 5.4 FOOD INDUSTRY
EXAMPLE 142 CHAPTER 6 DETAILED EXAMPLES OF SUCCESSFUL INGREDIENT BRANDS
155 6.1 TEFLON: BASICS OF INGREDIENT BRANDING 156 6.2 DOLBY: LEADING AN
INDUSTRY WITH INNOVATION 164 6.3 TETRA PAK: A MACHINE BUILDER BECOMES A
HOUSEHOLD NAME 171 6.4 BITREX: IMPLEMENTING THE NETWORK APPROACH 178 6.5
SHIMANO: IMPLICIT INGREDIENT BRANDING 190 6.6 MAKROLON: THE HIGH-TECH
MATERIAL 206 6.7 DLP: PAMPERING THE CUSTOMER 224 6.8 SCHOTT CERAN:
DIFFERENTIATING WITH SUCCESS 237 6.9 MICROBAN: CONVINCING AND MEASURING
247 CHAPTER 7 MANAGING INGREDIENT BRANDS AND MEASURING THE PERFORMANCE
OF INBRANDS 277 7.1 MANAGING INGREDIENT BRANDS 277 7.2 PRINCIPLES OF
BRAND EVALUATION 298 CHAPTER 8 PERSPECTIVES OF SUCCESSFUL INBRANDING 331
ABOUT THE AUTHORS 341 BIBLIOGRAPHY 345 LIST OF INGREDIENT BRANDS 355
INTERNET ADDRESSES 371 COMPANY/BRAND INDEX 377 |
| any_adam_object | 1 |
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| discipline | Wirtschaftswissenschaften |
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| indexdate | 2024-07-20T10:23:34Z |
| institution | BVB |
| isbn | 9783642042133 |
| language | English |
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| spelling | Kotler, Philip 1931- Verfasser (DE-588)121409600 aut Ingredient branding making the invisible visible Philip Kotler ; Waldemar Pfoertsch Heidelberg [u.a.] Springer 2010 XX, 393 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Brand name products Brand name products Case studies Branding (Marketing) Branding (Marketing) Case studies Produktimage (DE-588)4125196-9 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Markenpolitik (DE-588)4144679-3 s Produktimage (DE-588)4125196-9 s DE-604 Pförtsch, Waldemar A. 1951- Verfasser (DE-588)122907019 aut text/html http://deposit.dnb.de/cgi-bin/dokserv?id=3350987&prov=M&dok_var=1&dok_ext=htm Inhaltstext DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018686389&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kotler, Philip 1931- Pförtsch, Waldemar A. 1951- Ingredient branding making the invisible visible Brand name products Brand name products Case studies Branding (Marketing) Branding (Marketing) Case studies Produktimage (DE-588)4125196-9 gnd Markenpolitik (DE-588)4144679-3 gnd |
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| title | Ingredient branding making the invisible visible |
| title_auth | Ingredient branding making the invisible visible |
| title_exact_search | Ingredient branding making the invisible visible |
| title_full | Ingredient branding making the invisible visible Philip Kotler ; Waldemar Pfoertsch |
| title_fullStr | Ingredient branding making the invisible visible Philip Kotler ; Waldemar Pfoertsch |
| title_full_unstemmed | Ingredient branding making the invisible visible Philip Kotler ; Waldemar Pfoertsch |
| title_short | Ingredient branding |
| title_sort | ingredient branding making the invisible visible |
| title_sub | making the invisible visible |
| topic | Brand name products Brand name products Case studies Branding (Marketing) Branding (Marketing) Case studies Produktimage (DE-588)4125196-9 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Brand name products Brand name products Case studies Branding (Marketing) Branding (Marketing) Case studies Produktimage Markenpolitik Fallstudiensammlung |
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