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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Basic Motivati<strong>on</strong> for Using<br />
<strong>Ingredient</strong> <strong>Branding</strong><br />
• Enhances the differentiati<strong>on</strong> of the host<br />
brand from competiti<strong>on</strong><br />
• Improves competitiveness<br />
• Enhances equity of host brand and “selfbrand”.<br />
David Aaker, 2003 Desai/Keller (2002) McCarthy/Norris (1999)
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