Cooperative Relationships between Product Brands and Ingredient Brands

Akinori Ono, Shingoh Iketani

Research output: Chapter in Book/Report/Conference proceedingChapter


Co-branding strategies have some advantages in gaining high brand equity with low risk because firms might be able to extend their brand by cooperating with other firms who have their own brands with high brand equity (Boad, 1999). Although co-branding typically means brand alliances among a couple of manufactures (product brands) in/outside of the product categories, it includes a variant in which manufactures (product brands) cooperate with suppliers (ingredient brands) to incorporate the suppliers’ brands into their own brands as ingredients. It is called ingredient branding (Desai and Keller, 2002). With the new type of brand alliance, manufacturers wishes to differentiate themselves from the competition through the inclusion of the ingredient brands into their final products (Luczak et al., 2007).

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages3
Publication statusPublished - 2017

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Brand Extendibility
  • Brand Strategy
  • Customer Relationship Management
  • Private Label
  • Product Brand

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management


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