Background: Branding in the B2B sector can be conducted in a phenomenon called ingredient branding. Ingredient branding is an alliance between two brands where the ingredient brand is applied on a host brand and works as an ingredient on the product. An ingredient brand works as a guarantor for the host brand. Ingredient brand will be used to enhance and build associations to a host brand. Purpose: The purpose of the thesis is to investigate how consumer’s attitudes are affected by ingredient branding on products in the segment of low price host brands. Research Questions: How does an ingredient brand affect consumer’s attitudes on a low price host brand in a positive or a negative way? How does an ingredient brand affect consumer’s attitudes on high or low involvement products? Method: The thesis was conducted as a qualitative research with an abductive approach and focus groups as data collection method. Conclusion: Ingredient branding can change consumer’s attitudes both in a positive and negative way on products in the segment of low price brands. This research shows that when an ingredient brand is added the consumer are expecting that the price and quality increase on the end product.  An ingredient brand has low effect on consumer’s attitudes on high involvement products and high effect on low involvement products.

<p>Purpose/Topic: The proposed research explores impact of the direct marketing actions by component suppliers on (a) sales (objective measure) and (b) industrial customer‟s perception (subjective measures) of the final product (c) and the market development. The proposed research will focus on the bicycle industry. Research Question: "To what extent Shimano‟s component brands important to Shimano customer, and which actions can Shimano undertake to facilitate its brand‟s further market penetration?" Design/Methodology: Two approaches were used to answer the main research question. First, existing literature on ingredient and co-branding was analyzed. Second, we conducted an experiment on a new direct marketing initiative by Shimano-Europe BV. The initiative is "Reliability" campaign that introduces a service logbook across 8 European countries. Originality/Value: There is no research to this date, which empirically examines the influence of component supplier on sales and perception of ingredient brand, especially in the bicycle industry. Role of service and service network is also examined as one of the crucial influences on ingredient brand management. This research provides the base for further exploration in the area of ingredient branding and give guidelines for Ingredient Brand Management. So far, ingredient branding has been studied in contexts of food, chemical and computer industries. This research examines market leader in bicycle industry on 8 different national markets in Europe. Products supplied by Shimano require service and those products differ from ingredients which are consumed in form of food or apparel (that does not requires any service).</p><p> </p>

Purpose/Topic: The proposed research explores impact of the direct marketing actions by component suppliers on (a) sales (objective measure) and (b) industrial customer‟s perception (subjective measures) of the final product (c) and the market development. The proposed research will focus on the bicycle industry. Research Question: "To what extent Shimano‟s component brands important to Shimano customer, and which actions can Shimano undertake to facilitate its brand‟s further market penetration?" Design/Methodology: Two approaches were used to answer the main research question. First, existing literature on ingredient and co-branding was analyzed. Second, we conducted an experiment on a new direct marketing initiative by Shimano-Europe BV. The initiative is "Reliability" campaign that introduces a service logbook across 8 European countries. Originality/Value: There is no research to this date, which empirically examines the influence of component supplier on sales and perception of ingredient brand, especially in the bicycle industry. Role of service and service network is also examined as one of the crucial influences on ingredient brand management. This research provides the base for further exploration in the area of ingredient branding and give guidelines for Ingredient Brand Management. So far, ingredient branding has been studied in contexts of food, chemical and computer industries. This research examines market leader in bicycle industry on 8 different national markets in Europe. Products supplied by Shimano require service and those products differ from ingredients which are consumed in form of food or apparel (that does not requires any service).

Ingredient branding implies that a company incorporates an additional brand into their product in order to increase consumer awareness. This has been proven to be successful in certain product categories such as computers and food. These products can be seen as low involvement and low cost products, since they are bought frequently and generally involves low risk for the consumer. Ingredient branding has never been tested on product categories that are categorised as high involvement and high cost, which is therefore the intention of this thesis. By investigating consumers’ attitudes and perception of quality, towards advertisements with and without ingredient brands, we conclude that ingredient branding does not affect consumers in high involvement and high cost product categories, nor in a positive or negative way.

Ingredient branding implies that a company incorporates an additional brand into their product in order to increase consumer awareness. This has been proven to be successful in certain product categories such as computers and food. These products can be seen as low involvement and low cost products, since they are bought frequently and generally involves low risk for the consumer. Ingredient branding has never been tested on product categories that are categorised as high involvement and high cost, which is therefore the intention of this thesis. By investigating consumers’ attitudes and perception of quality, towards advertisements with and without ingredient brands, we conclude that ingredient branding does not affect consumers in high involvement and high cost product categories, nor in a positive or negative way.

<p>Ingredient branding implies that a company incorporates an additional brand into their product in order to increase consumer awareness. This has been proven to be successful in certain product categories such as computers and food. These products can be seen as low involvement and low cost products, since they are bought frequently and generally involves low risk for the consumer. Ingredient branding has never been tested on product categories that are categorised as high involvement and high cost, which is therefore the intention of this thesis. By investigating consumers’ attitudes and perception of quality, towards advertisements with and without ingredient brands, we conclude that ingredient branding does not affect consumers in high involvement and high cost product categories, nor in a positive or negative way.</p>

<p>Ingredient branding implies that a company incorporates an additional brand into their product in order to increase consumer awareness. This has been proven to be successful in certain product categories such as computers and food. These products can be seen as low involvement and low cost products, since they are bought frequently and generally involves low risk for the consumer. Ingredient branding has never been tested on product categories that are categorised as high involvement and high cost, which is therefore the intention of this thesis. By investigating consumers’ attitudes and perception of quality, towards advertisements with and without ingredient brands, we conclude that ingredient branding does not affect consumers in high involvement and high cost product categories, nor in a positive or negative way.</p>

Strategy undeniably plays a vital role in a company’s progress. Ingredient Branding is a relatively new concept which Swedish companies have not incorporated as a formal strategy. Space Production AB is the leading event management company in Sweden which wants to analyze whether this strategy is viable in the current scenario. In order to access this, I interviewed fifteen potential clients at three different events giving an idea of how they perceived quality specifically and how their company policy was towards it in general. I then benchmarked Space Production AB against five companies that have successfully implemented this strategy. The whole procedure led to the result that ingredient branding is viable in certain scenarios and the strategy would change on basis of the strength of the host brand. Similarly emphasis on technologies advances would be necessary to ensure an edge with the competitors. If correctly implemented, Swedish companies such as Space Production AB could also be in league with such success stories.

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<p>Background: In the 1970’s, the first concerns regarding manufacturing pollu-tion headed off in Sweden and an enormous demand was cre-ated. The result came to be an enhanced consumption of ingredi-ent branded products such as KRAV, Bra Miljöval and The Swan to mention a few. Fair Trade entered the Swedish shelves in 1996 which gave the consumers the possibility to buy products and contribute to better conditions for farmers and employees in de-veloping countries.</p><p>Problem: In 1995 a research was performed, which showed that 50 percent of the respondents did not buy products with for instance an en-vironmental concerned label due to the significantly higher price. Some argue against this and believe that it is more of a marketing issue. Customers have become more aware in their shopping and, in order to keep them, companies must meet their demands by paying more attention to how they run their business.</p><p>Purpose: The aim with this thesis is to investigate why managers make decisions to purchase ingredient branded products, particulary Fair Trade.</p><p>Method: To accomplish this thesis a qualitative approach has been applied with the intention to describe the result from performed tele-phone and personal interviews with companies within chain res-taurants, hotels, grocery stores, and textile retail stores.</p><p>Conclusion: The study demonstrated that the decision to introduce Fair Trade labelled products depended on factors such as; the introduction year of these products, the history of the company and core values. Managers at the selected companies decided to purchase products with the ingredient brand Fair Trade for different rea-sons. Either since they had a long history of concern for fair production and rooted values or due to that the introduction of these products contributed to a good business image or to clean the company’s history.</p>