| Pub. Date | : Feb, 2024 |
|---|---|
| Product Name | : The IUP Journal of Marketing Management |
| Product Type | : Article |
| Product Code | : IJMM030224 |
| Author Name | : Tapish Panwar and Kalim Khan |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 32 |
Ingredient branding has been established as a strategic brand alliance that can help brand managers differentiate their brands against competition. However, the role of a multilayered ingredient branding strategy, in which differently perceived ingredient brands (high/medium/low) on host brands which are themselves perceived differently (high/medium/low), has not been assessed in the past. The paper studies the influence of a multilayered ingredient branding strategy on three differently perceived host brands in the cream-filled cookies product category. The results are drawn from a sample of 289 respondents who answered questions about the initial and induced brand perception of the three host brands after the adoption of a combination of ingredient brands. The results reflect the influence of ingredient brands on the differently perceived host brands in different ways, which will be helpful to practitioners in adopting ingredient branding strategies for their brands. The results indicate the significant role of ingredient brands in shaping brand perception for host brands.
Desai and Keller (2002) defined Ingredient Branding as a strategy in which key attributes of one brand, the ingredient brand, are incorporated into another brand, the host brand, as ingredients.
It has been recognized as a brand alliance strategy that helps brands build strong brand equity, while also building strategic and symbiotic relationship with ingredient brands (Panwar and Khan, 2019). Keller and Desai (2002) posited that the host brand communicates to its customers about the presence of the ingredient brand in the host brand with the expectation that the ingredient brand will attract customers towards itself.