@inbook{ff99dd7244134626915b8f50d60894c2,
title = "Cooperative Relationships between Product Brands and Ingredient Brands",
abstract = "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{\textquoteright} 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).",
keywords = "Brand Extendibility, Brand Strategy, Customer Relationship Management, Private Label, Product Brand",
author = "Akinori Ono and Shingoh Iketani",
note = "Funding Information: The authors wish to thank Professor Hidesuke Takata for his great help. Also, the authors are grateful for support from Keio University/Kyoto University Global COE Program. Publisher Copyright: {\textcopyright} 2017, Academy of Marketing Science.",
year = "2017",
doi = "10.1007/978-3-319-50008-9_138",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "512--514",
booktitle = "Developments in Marketing Science",
address = "United States",
}