Rising of an Ingredient Brand : An Exploratory Case of Android OS

Ingredient Branding has been in market since 1960’s and its popularity have increased in last few years and showing more alliances of products, brands and marketing programs. Also, academic studies are gaining momentum in this direction. The new mobile phones are no more just for talking or texting, they have hardware more like personal computers today and they can carry and process data to compensate consumers’ needs when people are away from their computers. The more complex hardware that smartphones have, more complex operating system needs arises. Android is an open-source software stack for mobile phones and other devices. The purpose of this study is to examine the ingredient branding efforts and market situation of Android OS, leading software company for smartphones