Ingredient Branding Making the Invisible Visible

From the reviews:

“The well-written book comprehensively explores and analyzes ingredient branding and offers particularly valuable insight into how marketers can make an ingredient branding strategy work to best advantage. … Marketers would do well to recognize that ingredient branding can play a big role in their quest for competitive advantage. Summing Up: Highly recommended. All readers, especially upper-division undergraduates and practitioners.” (N. A. Govoni, Choice, Vol. 48 (6), February, 2011)