It is a I Survived The 1960s Twice T shirt that can only be bought as an ingredient of another product. It is an ingredient essential for your product to function. The Ingredient is advertised as a notable feature the product must have. In effect customers see ‘ a brand within a brand’. The brand awareness by ingredient branding reduces the possibility of substituting products by others and gives the company more bargaining power in its dealings with the manufacture of the end product. Example: Intel, a US based semiconductor company excels at this. The company launched its ‘intel inside’ campaign in the 19990s to increase brand awareness. PC Manufactures agreed to advertise Intel processors on their PCs in exchange for Intel paying some of their advertising costs.Simultaneously, Intel independently produced a number of ad campaigns to raise consumers awareness of the importance of its microprocessors. It lead to a great demand by consumers. Intel is now one fo the most valuable brands.