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Transforming the complexity of having multiple channels to an asset: reflective critics on the dual marketing and co-branding

Transforming the complexity of having multiple channels to an asset: reflective critics on the dual marketing and co-branding
Transforming the complexity of having multiple channels to an asset: reflective critics on the dual marketing and co-branding
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.
dual marketing, co-branding, B2B, ingredient branding, co-branding relationship, promotional alliances
121-137
Emerald Group Publishing Limited
Akarsu, Tugra
55dfe523-451c-47d2-a912-4beca0c1dced
Foroudi, Pantea
c237afb7-4c2a-4b96-87c4-4263f2c49ce8
Melewar, T.C.
7049ccac-18ba-44f4-aaa7-96ff817805ad
Palazzo, Maria
Foroudi, Pantea
Siano, Alfonso
Akarsu, Tugra
55dfe523-451c-47d2-a912-4beca0c1dced
Foroudi, Pantea
c237afb7-4c2a-4b96-87c4-4263f2c49ce8
Melewar, T.C.
7049ccac-18ba-44f4-aaa7-96ff817805ad
Palazzo, Maria
Foroudi, Pantea
Siano, Alfonso

Akarsu, Tugra, Foroudi, Pantea and Melewar, T.C. (2020) Transforming the complexity of having multiple channels to an asset: reflective critics on the dual marketing and co-branding. In, Palazzo, Maria, Foroudi, Pantea and Siano, Alfonso (eds.) Beyond Multi-Channel Marketing. 1 ed. London. Emerald Group Publishing Limited, pp. 121-137. (doi:10.1108/978-1-83867-685-820201010).

Record type: Book Section

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.

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Chapter 6- Transforming the Complexity of Having Multiple Channels to an Asset- Reflective Critics on the Dual Marketing and Co-branding final word - Accepted Manuscript
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Published date: 17 June 2020
Keywords: dual marketing, co-branding, B2B, ingredient branding, co-branding relationship, promotional alliances

Identifiers

Local EPrints ID: 442873
URI: http://eprints.soton.ac.uk/id/eprint/442873
PURE UUID: 3ad30a1f-f84b-4ba8-867a-923a30097707
ORCID for Tugra Akarsu: ORCID iD orcid.org/0000-0003-0491-3707

Catalogue record

Date deposited: 30 Jul 2020 16:30
Last modified: 13 Dec 2021 03:35

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Contributors

Author: Tugra Akarsu ORCID iD
Author: Pantea Foroudi
Author: T.C. Melewar
Editor: Maria Palazzo
Editor: Pantea Foroudi
Editor: Alfonso Siano

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