What is co-branding, and what are some examples?
| Answer: Co-branding occurs when two or more brand names function together in creating a new product. Examples of co-branding range from credit cards to cereal to automobiles: · AT&T Universal Master Card · Citibank/American Airlines/Visa Card · Healthy Choice Cereal by Kellogg’s · Coach edition of the Lexus ES series · Eddie Bauer edition of the Ford Explorer · Water by Culligan GE Profile Refrigerator · Pillsbury Brownies with Nestlé Chocolate · Braun/Oral-B Plaque Remover A genuine co-branding campaign has each company that is involved consistently focused on achieving the following goals: · Respond to the marketplace’s expressed and latent needs. · Leverage one’s own core competencies. · Create a new product to increase corporate revenues. · Increase product salience to the consumer. In the online world there have been fewer co-branding successes. Furthermore, many online companies think they are pursuing co-branding when in fact they are pursuing strategic partnerships. Partnerships, which have different goals than co-brands, are a way of leveraging a corporation’s own strengths and softening its weaknesses via a joint effort with another firm. |
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