摘要
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.
| 源语言 | 英语 |
|---|---|
| 页数 | 18 |
| 出版状态 | 已出版 - 1 1月 2009 |
案例编号
MKT-14-074案例规范编号
MKT-14-074-CE案例类型
Field更新日期
2016-06-18来源
China Europe International Business School关键词
- B2B(Business-to-business)
- Bayer
- Brand Recognition
- Ingredient Branding
案例学科表
- 市场营销
案例行业表
- 制造