Makrolon: The High-Tech Material

Waldemar A. Pförtsch.

Makrolon: The High-Tech Material

Waldemar A. Pförtsch.

Case Development Centre

Research output: Other contribution › Case Studies

Abstract

Bayer’s Makrolon ? is undoubtedly the best-known polycarbonate in the market place in Europe. It now has a brand awareness of 31%. This case describes Bayer’s Ingredient Branding strategy for Makrolon in Europe, focusing on the rise of Makrolon and exploring the formation of its future developmental strategy. This study finds that awareness is not everything. Does branding pay off? What are the conditions that determine the benefits Bayer can achieve with Makrolon? These questions are critical for the successful management of the Makrolon brand.

Original language	English
Number of pages	18
Publication status	Published - 1 Jan 2009

Case number

MKT-14-074

Case normative number

MKT-14-074-CE

Case type

Field

Update date

2016-06-18

Published by

China Europe International Business School

Keywords

B2B(Business-to-business)
Bayer
Brand Recognition
Ingredient Branding

Case studies discipline

Marketing

Case studies industry

Manufacturing

OpenUrl availability

Full text

Cite this

@misc{9b3ee29b31ce4adb8db5ce029e29f8ed,

title = "Makrolon: The High-Tech Material",

abstract = "Bayer{\textquoteright}s Makrolon ? is undoubtedly the best-known polycarbonate in the market place in Europe. It now has a brand awareness of 31%. This case describes Bayer{\textquoteright}s Ingredient Branding strategy for Makrolon in Europe, focusing on the rise of Makrolon and exploring the formation of its future developmental strategy. This study finds that awareness is not everything. Does branding pay off? What are the conditions that determine the benefits Bayer can achieve with Makrolon? These questions are critical for the successful management of the Makrolon brand.",

keywords = "B2B(Business-to-business), Bayer, Brand Recognition, Ingredient Branding, B2B(Business-to-business), Bayer, Brand Recognition, Ingredient Branding",

author = "Pf{\"o}rtsch., {Waldemar A.}",

year = "2009",

month = jan,

day = "1",

language = "English",

type = "Other",

}

TY - GEN

T1 - Makrolon: The High-Tech Material

AU - Pförtsch., Waldemar A.

PY - 2009/1/1

Y1 - 2009/1/1

N2 - Bayer’s Makrolon ? is undoubtedly the best-known polycarbonate in the market place in Europe. It now has a brand awareness of 31%. This case describes Bayer’s Ingredient Branding strategy for Makrolon in Europe, focusing on the rise of Makrolon and exploring the formation of its future developmental strategy. This study finds that awareness is not everything. Does branding pay off? What are the conditions that determine the benefits Bayer can achieve with Makrolon? These questions are critical for the successful management of the Makrolon brand.

AB - Bayer’s Makrolon ? is undoubtedly the best-known polycarbonate in the market place in Europe. It now has a brand awareness of 31%. This case describes Bayer’s Ingredient Branding strategy for Makrolon in Europe, focusing on the rise of Makrolon and exploring the formation of its future developmental strategy. This study finds that awareness is not everything. Does branding pay off? What are the conditions that determine the benefits Bayer can achieve with Makrolon? These questions are critical for the successful management of the Makrolon brand.

KW - B2B(Business-to-business)

KW - Bayer

KW - Brand Recognition

KW - Ingredient Branding

KW - B2B(Business-to-business)

KW - Bayer

KW - Brand Recognition

KW - Ingredient Branding

M3 - Case Studies

ER -

Makrolon: The High-Tech Material

Abstract

Case number

Case normative number

Case type

Update date

Published by

Keywords

Case studies discipline

Case studies industry

OpenUrl availability

Fingerprint

Cite this