Transforming the Complexity of Having Multiple Channels to an Asset: Reflective Critics on the Dual Marketing and Co-branding

Abstract

While extensive knowledge on branding and communication has focused on business-to-consumer context, despite the nourishment of the importance of strategic alliances between businesses in terms of co-branding has become discernible, a little attention has been given to business-to-business (B2B) context. This chapter tries to take attention to dual marketing communication, where they are trying to market their products and services to both individuals and businesses. More specifically, this chapter aims to emphasise ingredient branding as a form of co-branding considered as one of the revolutionary dual marketing communication strategies. Notably, the importance of ingredient branding is highlighted for industries and companies who have to design a strategic multi-channel communication plan not just for their customers but also for retaining the competitive advantage, increasing the brand strength for both sides and stimulating the sales. Further, this chapter elaborates the subject with prominent examples of ingredient branding, as well as explains how a communication strategy became an asset for manufacturers and suppliers who are in downturn and lead them to have a growth opportunity with maximising their brand values.

Citation

Akarsu, T.N., Foroudi, P. and Melewar, T.C. (2020), "Transforming the Complexity of Having Multiple Channels to an Asset: Reflective Critics on the Dual Marketing and Co-branding", Palazzo, M., Foroudi, P. and Siano, A. (Ed.) Beyond Multi-channel Marketing, Emerald Publishing Limited, Leeds, pp. 121-137. https://doi.org/10.1108/978-1-83867-685-820201010