For the half-year to 30 June 2014, the IPKat's regular team is supplemented by contributions from guest bloggers Alberto Bellan, Darren Meale and Nadia Zegze.

Two of our regular Kats are currently on blogging sabbaticals. They are David Brophy and Catherine Lee.

Tuesday, 9 December 2003

GUEST BLOGGER: KATY BASILE ON INGREDIENT AND ATTRIBUTE BRANDING

Today's guest blogger is Katy Basile of American law firm Howrey Simon Arnold & White. She made the IPKat's acquaintance when she was speaking at the MARQUES conference in September and the IPKat is happy to present her blog on ingredient and attribute branding:

As many of us begin to purchase holiday gifts, we'll have to decide if we we wish to buy someone a pair of NIKE running shorts made with LYCRA, a cell phone customized for those who buy and ride Harley Davidson motorcycles, or a computer bearing the INTEL INSIDE Logo. Or maybe it is time for a new car -- will you select the one that comes with a BOSE sound system (it can be a MASERATI Quattroporte or a NISSAN QUEST(tm) Minivan)? And maybe you'll make many of these purchases with a DISNEY VISA Credit Card from Bank one. And when it comes to baking those holiday goodies, you might just find yourself buying a box of BETTY CROCKER cake mix which includes HERSHEY chocolate.

What is all of this? It is "Ingredient" or "attribute" branding and it is more popular now than ever.

Ingredient or attribute branding is the practice of branding qualities, characteristics or distinctive features of a product or a service. It can be used by the owner of the "host" brand to differentiate its products from others or it can be used by the "guest" brand to expand its consumer recognition. It can be used by the host or the guest to expand into new areas. Ingredient or attribute branding is a powerful tool to expand brand awareness and can be used in brand extensions.

As with all types of branding, ingredient or attribute branding carries risks and costs along with the benefits. As the host brand, you must before that your guest behaves well, adding value and boosting consumer recognition and goodwill. As the guest brand, you must be sure that you have selected the right host; if the host goes up in flames, the guest may burn too. Thus, host and guest relationships must be developed in a considered and thoughtful way, making sure that their objectives are complementary, allowing the brands to grow and succeed. A strategic, well organized and well-funded ingredient or attribute branding program can greatly enhance and grow a brand. Such a program requires defined objectives, legal compliance (licensing, use guidelines, enforcement), and promotional and marketing support.

Examples of successful ingredient or attribute programs can be found at www.intel.com (INTEL INSIDE) and www.lycra.com (LYCRA). You can check out the Maserati's sound system at www.bose.com (they'll even tell you about that minivan....). And keep in mind that you cannot control all use of your ingredient brand -- just check out these great horse accessories made from Lycra ....


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