August 2020
Intermediate to advanced
425 pages
11h 12m
English
book
The Business Model Navigator, 2nd Edition
by Oliver Gassmann, Karolin Frankenberger, Michaela Choudury, Michaela Csik
Content preview from The Business Model Navigator, 2nd Edition
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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 ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.