This is a very tough task now a days for brand managers to differentiate their brands. In such cutthroat hyper competition market the marketers need a unique way to differentiate their brands to make it more competitive enough as compare to its rivals. For tackling these issues of differentiating the brands brand manager must go for ingredient branding.
Through ingredient branding strategy brands will be able to create niche space in the hearts and minds of the consumers.This can be done in two ways-
1. The first type is where the ingredient belongs to other companies.
Ex. Intel is a pioneer in ingredient branding it has successfully built ingredient brands like pentium , celeron, atom and now intel i series..
2. Second type of ingredient branding is when ingredient belongs to the company itself.
Ex. Bajaj has successfully done this kind of branding where they have DTSI brand in their part.
Apart from Bajaj, Maruti Suzuki is also doing the ingredient branding of second type where they promote their K series engine as a superior engine that satisfies all kind of emission norms. hence they are now slowly planning to bring all their vehicle based on k series Engine.
Hence its very important for the companies to emulate these examples of ingredient branding to differentiate their products in the market.
