Symbolic Ingredient Branding to Promote Premier Locally Produced Material in Global Consumer Market: A Case of American Wild Alligator Leather
Abstract
Co-branding is one of the most commonly used strategies to promote new brands and maximize the market potential of established brands (Keller, 1993; Rooney, 1995). Ingredient branding (InBranding) is a popular co-branding strategy involving host and ingredient brands to develop an ingredient branding offering (IBO). Such co-branding is a win-win strategy for both host and ingredient brands working together to expand markets (Norris, 1992). This exploratory conceptual study focuses on the premier fashion component, American wild alligator leather.
How to Cite:
Liu, C., Zhang, L. & McRoberts, L. B., (2015) “Symbolic Ingredient Branding to Promote Premier Locally Produced Material in Global Consumer Market: A Case of American Wild Alligator Leather”, International Textile and Apparel Association Annual Conference Proceedings 72(1).
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