Date post: | 06-Jul-2015 |
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Business |
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Co-branding, co-partnering or dual branding is the act of using two established brand names of different companies on same product.
It has made inroads into nearly every industry, from automotive and High-tech Internet companies to banking and fast food.
Many well-known firms chose this marketing strategy in order to draw new customers, to increase the brand awareness, to support the customer loyalty or to win some other individualadvantages offered by the partnership.
The very base of co-branding marketing strategy is related with brand association phenomenon. To understand the process of co-branding fully, theprinciples of classical conditioning may be used.
one goal in co-branding is to create favorable attitudes toward a new product by creating an alliance with a favorable existing product. Further, the advertiser may intend to associate a certain meaning with a new product by pairing it with an existing brand.
Co Branding are of two type 1.Ingredient Co branding 2. Composite Co-branding
Yaa.!!!! I Have Listen about types of
cobranding . Other are3.Same company co
branding4. joint venture co-
branding
Now I am telling you advantage of it : -
1. risk-sharing2. generation of
royalty income,3. more sales income,4 .greater customer 5. trust on the product,6 .wide scope due to
joint advertisement 7. technological benefits,8. better product
image by association
And disadvantage are:-1.
Chanel and Eres, two iconic French fashion houses, have teamed up for Eres' Spring Summer 2010 campaign. The idea of the collaboration is that the model is dressed in
Chanel and undressed in lingerie and swimwear by Eres
I think it is An example of Joint venture Co-branding
Citi bank co- branded with different Credit card
tagline "Youngistan Ka Wow"
5
Let us understand co-
branding by taking example of a successful
brand OF
AJEET&ABDUL“ABAJ”
We must check their brand
personality!!!
BRAND PERSONALITY
(AJEET)
Competence
Sincerity
Sophistication
Excitement
Ruggedness
securetechnica
lHard
working corporate successfulIntelligent leader confidentReliable
spirited
Cool
Young
Imaginative
unique
Up to class
independent
Contemporary
wholesome
Friendly
realistic
Sentimental
sincere
cheerful
honest
Down to earth
original
Family oriented
ruggedDaring
Trendy
Excited
outdoorsy masculine western
Glamorous
Upper class
tough
famineCharmingGood
looking smooth
BRAND PERSONALITY
ABDUL
Competence
Sincerity
Sophistication
Excitement
Ruggedness
securetechnica
lHard
working corporate successfulIntelligent leader confidentReliable
spirited
Cool
Young
Imaginative
unique
Up to class
independent
Contemporary
wholesome
Friendly
realistic
Sentimental
sincere
cheerful
honest
Down to earth
original
Family oriented
ruggedDaring
Trendy
Excited
outdoorsy masculine western
Glamorous
Upper class
tough
famineCharmingGood
looking smooth
Common Brand Personality
Competence
Sincerity Excitement
So they are same as a person
….that is why they
get together & “DHOOM” macha
rahe hain..Wait its Fine !!!! Then you
must proceed for brand
identity prism analysis…..
Brand Identity Prism Model
Comparative Analysis
ABDUL AJEET
Physique : Trustworthy
Physique: cooperative
Personality :-Traditional , conservative
Personality :-Progressive
, modern
Relationship Grass –root ,
quality Relationship: a
link to development
Culture :-desire as Deserve
Culture : silent
learner and
involve
Reflection : Silent
Fire , motivated
to learn
Reflection :
Motivated , Achiever
Self image : Make over takes time
but it for sure ;have
patience
Self image : even I can`t stop myself in achieving desire result
Picture of sender
Picture of sender
Picture of receiver Picture of
Receiver
He was right they are not only same as a brand personality but also complementary to their Brand identity …..quite strange ….
Their Logo Is …
I know ….And their punch
line Is
“ABAJ” is a leading agri-product processing company which created a USP for indian agro-product
Yes it is correct ..and more over theirpositioning statement itself make them
Apart from competitor and that is
“ABAJ is for the farmers , let us lead Evergreen Revolution ”
Collaborative
Compassionate
DisciplinedAgile
Passionate
Creative
They are passionate about serving
their customers and competing in the
market and have compassion for
employees, stakeholders, and members
of the communities in which they
operates …. A true trust worthy
BRAND
And being in Agro-product processing
business they are creative in their
approach to serving their customers
and winning in the market, while also
adopting a disciplined approach that
ensures appropriate and consistent
actions across the organisation.
Being successful as a brand they have
proved agility to profitably, reaction to
changes in the market and employing a
collaborative approach is necessary as it
ensures works being well together
inside and outside the company toward
common goals.