Popular brands that are well established and widely recognized have found additional marketing strength and success by hosting and partnering with ingredient brands. For instance, BISSELL vacuum cleaners are infused with Microban antimicrobial protection. 10 Branding is increasingly seen as an important aspect to competitive success due, in part, to the high cost of quality failures incurred through some aspects such as high cost of quality failures which are felt in such cases as government inspection or loss of customer goodwill. 11 As such, having a high quality product often represents an essential element when a customer is referring to the product. An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. If in the process of upstream differentiation branding can be persuaded and implemented intelligently, branding ingredients could be a win-win situation for the manufacturers and purchasing departments.12, 13
For the purchasing group, quality is a particular challenge in both the tangible and intangible aspects of the brand being targeted, to establish and reinforce the position that recognizes the value and worth of every person. 14 However this research paper seeks to go beyond brands and to focus on the issue of conscientious brands, by which we mean brands that see socially responsible behavior as an integral part of what they do, rather than as an add on. 15In this research work, the major line of argument is directed to bring out the fact that conscientious brand owners, in order for them to better increase their upstream differentiation, should be human-centric and transparent, focusing on creating positive change in the world, minimizing on the negatives and being fully aware of the needs of all stakeholders and fighting to meet them. 16 Thus this main argument will be to clarify how suppliers should do their ingredient branding based on how they can also deliver powerful results into the market and how their influence will continue to grow as more respected brands embrace ingredient brands. 3, 7 In addition, it is also important to acknowledge the fact that the paper cites various areas and ways in which suppliers can help in building better brands during upstream differentiation focusing on; Brand equity and brand value, Advertising Effectiveness, Transaction Cost, Collaborate with channel partners, Adoption of industry leading marketing strategies, Aggressive marketing budget, Ingredient brand campaign, Branding strategies: Individual, branded house strategy, branded house strategy, product brand strategy, will be discussed. 8, 15
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