In the consumer goods sector, brands serve as familiar reference points within the huge number of often substitutable products. In fashion, a brand characterizes the special style of a designer. With food products, the brand may express a quality standard or place of origin, whereas car brands convey aspects of performance, safety or family friendliness.
Brands create trust. They have fans that they attract – time and again. But how does it work? A brand is not simply the result of a creative advertising campaign or a well-designed product. A true brand always provides a benefit and a promise that needs to be kept consistently. No one can turn a product into a brand which offers no particular value or benefit.
«The more relevance a product has for the end customer, the greater the need to know who the suppliers are,» writes brand expert Jürgen Gietl in his book ‘Value Branding’. He then references a study from the automotive supplier industry: Accordingly, more than 60% of respondents would like the chassis, engine and brakes to come from renowned suppliers. And more interestingly, customers are prepared to pay more for this. The respondents would have paid almost 40% more for brakes by Brembo.
Customers want to know what is in the product they are buying. This not only applies to the growing segment of younger end consumers, but also professional B2B buyers. In the chemical, textile and other sectors, there are increasing requirements for transparency in the supply chain. Here, manufacturers of textiles and plastic products can go one step farther than «just»meeting the legal requirements. They can select excellent suppliers with high standards of quality and safety.
Sanitized® has established itself as a valued ingredient brand. For instance, the innovative additives of the Swiss company are used in the textile industry to inhibit odors in sports- and workwear. In the case of polymer products, Sanitized® additives provide hygiene and material protection by preventing microbe attacks on surfaces. Critical hygienic and aesthetic damages caused by mold, bacteria, algae or biofilm on flooring, shower curtains, handles, public seating and contact surfaces in hospitals are avoided.
Textile and plastic manufacturers thereby enhance their end products with specific and relevant additional benefits. These benefits are clearly recognizable for the end customer thanks to product labeling and supporting marketing activities.
More than 400 brands worldwide use Sanitized® as an ingredient brand.
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