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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Applicati<strong>on</strong> C<strong>on</strong>diti<strong>on</strong>s of<br />
In<strong>Branding</strong><br />
Complexity of comp<strong>on</strong>ents<br />
in relati<strong>on</strong> to final product<br />
High<br />
Example:<br />
Micro processors (Intel)<br />
ABS, ESP (Bosch)<br />
Textile coding (Tefl<strong>on</strong>)<br />
Laminate (GoreTex)<br />
Bicycle gears (Shimano)<br />
Low<br />
Schiesser & Ariel<br />
Deutsche<br />
Bahn AG<br />
&<br />
Citibank<br />
Important for<br />
functi<strong>on</strong>ality of final<br />
product<br />
High<br />
Unsuitable for<br />
<strong>Ingredient</strong> <strong>Branding</strong><br />
Low<br />
Suitable for <strong>Ingredient</strong> <strong>Branding</strong><br />
<strong>Pfoertsch</strong>/Mueller (2005)
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