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