Shimano: Implicit Ingredient Branding

Waldemar A. Pförtsch.

Research output: Other contributionCase Studies


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.
Original languageEnglish
Number of pages14
Publication statusPublished - 1 Jan 2010

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Published by

China Europe International Business School


  • Bicycle Industry
  • Globalization
  • Ingredient Branding
  • Marketing Partnership
  • Push-Pull Principle

Case studies discipline

  • Marketing

Case studies industry

  • Other Services
  • Retail Trade


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