INGREDIENT BRANDING - A GROWTH OPPORTUNITY?

摘要

Co-branding is an increasingly used strategy, consisting of marketing products representing two brands or more. Ingredient branding fits in the scope of co-branding, consisting of the inclusion of key attributes of one brand into another brand as ingredients. Ingredient branding is one of the many brand strategies used in marketing to provide differentiation criteria for the customers. In recent years, its importance and incidence have dramatically increased Extant research provides disparate and limited understanding of contexts in which such contracts pay off. Our paper provides an extensive review of literature and research streams in ingredient branding, adding knowledge to theory and help for companies that need to establish and maintain a competitive advantage, by differentiating their offer on the markets they act on, in a globalized economy.