Symbolic Ingredient Branding to Promote Premier Locally Produced Material in Global Consumer Market: A Case of American Wild Alligator Leather
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Co-branding is one of the most commonly used strategies to promote new brands and maximize the market potential of established brands (Keller, 1993; Rooney, 1995). Ingredient branding (InBranding) is a popular co-branding strategy involving host and ingredient brands to develop an ingredient branding offering (IBO). Such co-branding is a win-win strategy for both host and ingredient brands working together to expand markets (Norris, 1992). This exploratory conceptual study focuses on the premier fashion component, American wild alligator leather.