What is an Ingredient Brand?
An ingredient brand, as the name implies is an element of a product with an identifiable brand identity. The host product includes the ingredient product.
The element or the ingredient brand enhances the value of the product and mostly used as a label or icon on the main product. The idea is to convey to the customers that they are getting a quality, trustworthy product. Ingredient branding helps increase awareness and easily connects with wide-ranging consumers.
Difference between InBranding and CoBranding
Ingredient Branding, also known as InBranding differs from CoBranding. In InBranding, a new product can exist individually from the ingredient brand, while in CoBranding, the two brands unite resulting in a unique product, which does not exist if either separates.
Examples of ingredient brands:
- Intel Inside branding of PCs (The Intel Inside program started in 1991)
- Microsoft Mediaroom – Microsoft’s IPTV platform
- NutraSweet in soft drinks
- GE’s Ecomagination
- Dolby noise reduction in stereos
- Honda Civic Sedan with XM Satellite radio
- Techron in Chevron gasoline
- Teflon in cookware
- Gore-Tex in outerwear and ski apparel
- Sainsbury with brand ambassador Jamie Oliver
- Smart phones with Android OS
- Siri-powered iPhone 4S
- 3M brand used in various products
- Swarovski with Play Bling as its authorized retail brand partner in China
- Vibram rubber soles in many leading shoe brands
- Chiquita banana in Beechnut baby foods
- Smucker’s Jam – Kellogg’s pop tarts