Ingredient brand: A brand presented as a component, feature, or element of another brand or branded offering
Other definitions from around the web
“A brand for an ingredient or component of a product, to project the high quality or performance of the ingredient.” – Wikipedia
“A well-known brand with well-known qualities that is included as a component or feature of another brand or product to enhance perceptions and the marketability of that brand or product.” – Derrick Daye in “7 Keys To Ingredient Brand Success,” Branding Strategy Insider
“Putting the brand of an ingredient on the outside of a product to increase its appeal.” – John Quelch in “How To Brand an Ingredient,” Harvard Business Review
“A brand used as a feature for another brand, such as an Intel chip in an HP computer.” – The Dictionary of Brand, Marty Neumeier (Liquid Agency)
Examples of ingredient brands
- Intel (e.g., chips inside HP computers)
- NutraSweet (e.g., aspartame in Diet Pepsi)
- Gore-Tex (e.g., in a jacket from The North Face)
- Microban (e.g., antimicrobial technology in Speck phone cases)
- Retsyn in Certs
- Techron in Chevron gasoline
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