The Business Model Navigator, 2nd Edition

Chapter 22

Ingredient Branding

Brand within a brand

The pattern

Ingredient Branding refers to branding a product that can only be bought as an ingredient of another product – that is to say, the ingredient product cannot be bought individually. The ingredient product is advertised as a notable feature of the final product. In effect, customers see ‘a brand within a brand’ when viewing the end product (HOW?). A company that supplies such an ingredient product enhances its brand’s profile and attracts end customers. The brand awareness created by Ingredient Branding reduces the possibility of substituting products by others and gives the ...