Shimano: Implicit Ingredient Branding

Shimano is the leading brand for bicycle components such as gears wheels, breaks and ball gears. With a 70 percent market share, the company not only dominates the whole market, it also has seen its brands, especially the Dura Ace and the XTR, become synonymous with high-end quality peak performance and leading edge technology. Shimano is an example illustrating how marketing makes the difference. To understand its approach, we must regard the Shimano brand as an Ingredient Brand.