Ingredient Co branding

• Ingredient is a part of the final product.

• Increases the awareness.
• Association of quality & performance.
• Examples-
– Intel inside: Associated with processor’s speed
– Dolby: Associated with ultimate sound production
– Teflon: Associated with being non sticky
– Lycra: Associated with recoverable stretch
WIIFM - Host WIIFM- Ingredient
• Exclusivity • Ubiquity
• Supplier choice • Specificity
• Brand pre eminence • Category relevance
 Intel+OEMs
• Launched “Intel Inside®” in 1991 with 200 OEMs, including
premium brands IBM & Compaq.
• Awareness soared from 24% to 80% in 12 months, now
consistently over 94%.
• Today: 1000 OEM licensees, 80% customer preference for
Intel in PCs.
• Later launched sub brands in core microprocessor category.
• Issues :
– Over association
Lycra and apparel brands
• Lycra made t synonyms with stretch
• Post 1995, lycra co branded with Dupont,
Champlon, Dockers
• Today the choice of all major brand apparel
• Issues –
– Host brands reluctant to share band equity
– Over exposure
 Air Deccan + CCD
• Dec 2005
• CCD to supply f&b to air Deccan passengers
• Air Deccan passenger to get discounts in CCD
outlets on purchases made by showing
boarding passes
• Competitive prices