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Book Chapter

Branding Ingredients

  • Kotler P
  • Pfoertsch W
Springer Berlin Heidelberg, (2010), 1-13
DOI: 10.1007/978-3-642-04214-0_1
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Abstract

The fact that consumers are willing to pay more for a branded product is a well-accepted phenomenon in the business to consumer (B2C) industry. Whether it is for long-lasting quality, superior workmanship, or merely as a status symbol, brands like Mercedes-Benz, Chanel, and Sony command premium prices and exclusive reputation for their products.

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APA

Kotler, P., & Pfoertsch, W. (2010). Branding Ingredients. In Ingredient Branding (pp. 1–13). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-04214-0_1

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