Ingredient branding is a special case of Co-branding

Ingredient branding is a special case of Co-branding. It involves creating brand equity for materials, components, or parts that are necessarily contained within other branded products.

 

What are the requirements for success in ingredient branding?

1. Consumers must perceive that the ingredient matters to the performance and success of the end product.

2. Consumers must be convinced that not all ingredient brands are the same and that the ingredient is superior.

3. A distinctive symbol or logo must clearly signal to consumers

4. A coordinated pull and push program must help consumers understand the importance and advantages of the branded ingredient. Channel members must offer full support.