The Inside on Ingredient Branding - Waldemar Pfoertsch
The Inside on Ingredient Branding - Waldemar Pfoertsch
The Inside on Ingredient Branding - Waldemar Pfoertsch
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Situati<strong>on</strong> of Comp<strong>on</strong>ent Supplier<br />
for In<strong>Branding</strong><br />
Opportunities<br />
Become known by the public<br />
Create chances for competitive<br />
differentiati<strong>on</strong><br />
Establish entry barrier for<br />
competitors<br />
Increase of customer loyalty and<br />
demand pull<br />
Establish means against<br />
replaceability<br />
Positive image of OEM brands<br />
Price-/Volume premium<br />
Pull-creati<strong>on</strong><br />
Creati<strong>on</strong> of Brand Equity<br />
Increase of market power versus<br />
OEMs<br />
Risks<br />
Increase of dependency against<br />
quality problems from the OEMs<br />
Higher cost and time<br />
Increase need for quality<br />
assurance<br />
Visible target for competitive<br />
attacks<br />
Negative Image of OEM brands<br />
Resistance of industrial<br />
customers
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