Ingredient Branding
Jargons in the world of Branding are plentiful. Ingredient Branding is one such that many may not be familiar with.
WHAT IS INGREDIENT BRANDING?
Ingredient Branding is as suggested: a strategic branding effort to communicate the benefits and strengths of an ingredient and component (tangible or otherwise) of a product to heighten its perceived value. The desired consumer response is "Wow. It's got this inside." or "Let's buy this because it's made with that."
There are many arguments for and against the use of ingredient branding with case-studies that have shown results and others that have flopped. The general consumer may not be familiar with the term but will be aware of the many examples in the market.
Some examples include:
Intel Inside
Personal computers with Intel chips inside. Apple Computers recently announced that they will be dropping IBM chips in favour of Intel for their future line of personal computers. (Food for thought - Now try imagining their television commercials signing off with that famous Intel Jingle)
NutraSweet
Diet soft drinks and confectionery with NutraSweet playing to the trend towards a subscription to a healthy lifestyle. How much sugar and a good thing is really too bad for you?
Made In Japan, Not China
"Made Better In 1st World Country And Proud" labels that play to the subscription that this product has higher production value and "Made In My Great Country I Love" branding that plays to patriotic consumer subscriptions.
Real Live Italians Inside
You find examples even at your local corner cafe and kopitiams. I walked past a neighborhood pasta deli once which had the distinguished label "Cooked By Real Live Italians" on its signage. Further down the road i came across a Chinese takeway shop that had one of its own - "No Yucky, No MSG".
so... what's your ingredient, Boss?
WHAT IS INGREDIENT BRANDING?
Ingredient Branding is as suggested: a strategic branding effort to communicate the benefits and strengths of an ingredient and component (tangible or otherwise) of a product to heighten its perceived value. The desired consumer response is "Wow. It's got this inside." or "Let's buy this because it's made with that."
There are many arguments for and against the use of ingredient branding with case-studies that have shown results and others that have flopped. The general consumer may not be familiar with the term but will be aware of the many examples in the market.
Some examples include:
Intel Inside
Personal computers with Intel chips inside. Apple Computers recently announced that they will be dropping IBM chips in favour of Intel for their future line of personal computers. (Food for thought - Now try imagining their television commercials signing off with that famous Intel Jingle)
NutraSweet
Diet soft drinks and confectionery with NutraSweet playing to the trend towards a subscription to a healthy lifestyle. How much sugar and a good thing is really too bad for you?
Made In Japan, Not China
"Made Better In 1st World Country And Proud" labels that play to the subscription that this product has higher production value and "Made In My Great Country I Love" branding that plays to patriotic consumer subscriptions.
Real Live Italians Inside
You find examples even at your local corner cafe and kopitiams. I walked past a neighborhood pasta deli once which had the distinguished label "Cooked By Real Live Italians" on its signage. Further down the road i came across a Chinese takeway shop that had one of its own - "No Yucky, No MSG".
so... what's your ingredient, Boss?
Labels: Media Branding Design
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