Makrolon: The High-Tech Material

Waldemar A. Pförtsch.

    Research output: Other contributionCase 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 languageEnglish
    Number of pages18
    Publication statusPublished - 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

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