Le alleanze fra marche industriali e commerciali: un’indagine esplorativa sull’ingredient branding

Given the increasing relevance of private labels and their evolving market positioning, this paper analyses the alliances between brands of manufacturers and of retailers. The focus is on the “ingredient branding”, a particular type of co-branding strategy, which is widely analysed in literature, although mainly from the manufacturers' perspective. The analysis is carried out through an experiment conducted on a fast moving consumer good and four stimuli which combine brands of a manufacturer and of a retailer