Ingredient branding in sports markets: the case Makrolon and UVEX
by Christian Linder
International Journal of Business and Globalisation (IJBG), Vol. 7, No. 4, 2011

Abstract: Ingredient branding is a special form of alliance that exists between two brands that cooperate in designing and delivering the product, with a particular emphasis on the possibility of recognising and identifying the components used in the final product. This case describes the development of such a branding strategy adopted by Bayer AG, a chemical and pharmaceutical company, and UVEX, a family-run enterprise for sports equipment. This case study highlights the marketing strategy formed by insights gained from these two companies. In particular, the driving factors for success are described. The study seeks to answer the question on how to proceed with ingredient branding strategy. What could be learned from Bayer's relationship with UVEX, what is required from new potential partners and what can be transferred to future relationships in terms of new applications, branches, countries and markets?

Online publication date: Sat, 27-Sep-2014

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