Authors: Christian Linder
Addresses: Institute for Human Factors and Technology Management, University of Stuttgart, Nobelstasse 12, 70569 Stuttgart, Germany
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?
Keywords: ingredient branding; B2B; business-to-business; co-branding; component brands; brand strategies; Makrolon; UVEX; polycarbonates; plastics; ultraviolet protection; alliances; Bayer; Germany; family businesses; sports equipment; marketing strategies; potential partners; future relationships; new applications; new markets; success factors; business strategies; globalisation.
International Journal of Business and Globalisation, 2011 Vol.7 No.4, pp.485 - 496
Available online: 03 Oct 2011 *Full-text access for editors Access for subscribers Purchase this article Comment on this article