Brand architecture

Member lesson

Ingredient brands

Lesson 7 of 10 in Brand architecture.

Lesson

An ingredient brand is a component with a name of its own: a fabric, a processor, a sweetener, a sole. The strategy is to make customers want the component so that manufacturers have to include it and advertise that they have.

An ink drawing of a rain jacket, a hiking boot and a sleeping bag from different makers on a table, each hung with the same small hexagon swing tag, one being lifted by a hand.
One fabric's hexagon tag hangs on three different makers' goods.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “A branded component inside somebody else's product.”

    • Dual branding
    • Ingredient brand
    • Transition period
    • Search equity
  2. Question 2, locked

    Which of these words means this? “Two brands appearing together on one product.”

    • Integration
    • Equity audit
    • Retirement
    • Co-branding
  3. Question 3, locked

    Which of these words means this? “Making customers ask for the ingredient, so manufacturers have to include it.”

    • Org chart trap
    • Pull strategy
    • Brand architecture
    • Portfolio

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