Marketing Guru Kevin Lane Keller defines Ingredient Branding as a special case of co-branding which involves creating brand equity for materials component or parts that are necessarily contained in other branded products. Prof. John Quelch of Harvard defines ingredient branding as putting the brand of an ingredient out of the product to increase its appeal.
Ingredient branding concept started as a co-branding where the brand owners of ingredient and product brands are different. In my opinion, the strategy has evolved where firms have started branding their own ingredients in order to create differentiation. Intel and Dupont are considered to be pioneers in this regard. Increasingly brands in India too have tried to develop ingredient brands to create differentiation. Some of the below cited examples are loosely connected to the concept of ingredient branding in the sense that the brand owners may not have registered as a trademark.
Parent Brand Ingredient brand
- Orient fans PSPO
- Exo dishwash bar Cyclozan
- Chandrika soap Activ Ayurveda
- Clinic All Clear ZPTO ( now not using it)
- Horlicks DHA ( using it very less)
- Maruti Suzuki K-Series Engines
- Bajaj Pulsar DTSI
- Titan Watches HTSE
- Citizen Eco-Drive
- Tata Motors DriveTech / Quadrajet
- Ford Motors TDCi
- Hyundai CRDi
- Good Knight Activ +
- Godrej Fairglow Fairness Proteins
- Louis Philippe Permapress ( Nishinbo Japan owned tech)
- TVS Apache RTR
- Panasonic Eco-Navi Sensors (for refridgerators)
- Gariner Men Active Perlite ( for deo)
- Pantene Pro-V
- Fiama Di Wills Derma Revitalizers ( for men's fairness cream)
- Saffola LoSorb Technology
- Kent water purifier Mineral RO technology
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