Branding ingredients: What is ingredient branding? -- A new brand strategy? -- What can you expect from this book? -- Basics of ingredient branding: Theoretical basis fof ingredient branding -- Principles of inbranding -- Requirements for inbranding -- Benefits and risks -- Intel inside - the ingredient branding success story -- Implementation of inbranding within a company: Significance of the brand concept -- Brand conception with ingredient branding -- Strategy options -- Communication policy -- Success stories of ingredient branding: Automotive components -- Branding of fibers in the textile industry -- Glass as an essential component -- Food industry example -- Detailed examples of successful ingredient brands. Teflon: basics of ingredient branding -- Dolby: leading an industry with innovation -- Tetra Pak: a machine builder becomes a household name -- Bitrex: implementing the network approach -- Shimano: implicit ingredient branding -- Makrolon: the high-tech material -- DLP: pampering the customer -- Schott Ceran: differentiating with success -- Microban: convincing and measuring -- Managing ingredient brands and measuring the performance of inbrands. Managing ingredient brands ; Principles of brand evaluation -- Perspectives of successful inbranding

1. Branding (Marketing)
2. Branding (Marketing) -- Case studies
3. Brand name products
4. Brand name products -- Case studies