"Ingredient Branding and Pricing" is a specialized book that addresses the challenges in saturated markets, declining margins, and globalization. The author, Christoph Neuhold, explores how companies in the business-to-business sector can enhance customer value through targeted branding and pricing strategies, even if this involves higher prices. The book begins with a definition of the business-to-business sector and then delves into international brand management, brand positioning, as well as the concepts of ingredient branding and pricing. Finally, the concept of customer value is explained to answer the initial question using a hypothetical example. This work offers valuable insights for professionals looking to succeed in a competitive environment.