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Branding and Co Branding

Vivek UpretiMN ShafiNaveen kumar

(Pgsbe-Cbe)

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Branding

Branding is the process by which companies distinguish theirproduct offerings from the competition. Brands are created by

creating a distinctive name, packaging and design. BRANDING-

Branding is a plan for earning product reputation and for making sure

that the world knows about it and believes in it too.

Branding protects a seller's products against those marketed

by competitors and imitators and helps consumers identify thequality, consistency, and imagery of a preferred source. Customers

(particularly consumers) view a brand as an important part of a

product and branding can add value to a product.

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Formula=1+1 >2

Co-branding

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Co- branding A marketing partnership between at least two different brands

of goods or services.

This strategy typically associates the brands of at least two

companies with a specific good or service.

Co-branding, also called brand partnership, is when two

companies form an alliance to work together, creating

marketing synergy

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When does 1+1=3?

When two synergistic companies create a joint marketing

juggernaut (a giant battleship)

create a distinctive, compelling offer to consumers.

Companies have cooperated in their marketing to leverage

each others products so they can speak more loudly in their

markets.

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Some examples

Adidas + Yohji Yamamoto,Intel Inside + Compaq Personal Computer,

D&G + Motorola,

British Airways and Citibank,

Adidas + McCartney,

Mercedes and Swatch,

Bacardi and Coca Cola,

Industrial and Commercial Bank of China and American

Expr

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Types of Co-Branding Strategies

Loyalty programs co-brandingTo deliver extra benefits and eventually strengthen the

relationship among consumers and the two brands

British Airways and Citibank, for instance, co-branded acredit card allowing the owner to automatically become a

member of the British Airways Executive Club.

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Trade marketing co-branding

where the involved parties cooperate in designing

cobranded products made specifically for a certain

distributor or facility.

retailer promotes a company's product against competitors

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Usage extension co-branding

Bacardi and Coca Cola, for instance have co-branded

Bacardi Mixers range to demonstrate and encourage other

ways to consume the two brands.

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Multiple sponsors co-branding

where more than two companies unify their effort to form

a strategic alliance and create a specific co-branded

technologically enhanced product.

most prominent cards VISA and MasterCard have

multiple individual issuers, and are distributed by financial

institutions from around the world.

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Market niche co-branding. Cooperation between Adidas and Stella McCartneyThis brought about a women-oriented, stylish and casual

sport design collection:

Look also at Smart car: a joint creation of Mercedes andSwatch designed especially for young consumers of bigmetropolis

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Image reinforcement co-branding

A very good example to explain this form of co-branding can be seen in companies gettinginvolved with NGOs to direct a percentage of

their revenue toward a worthy cause.

P&G and the National Association for Blinds,Starbucks and the African Wildlife foundation

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Complementary brands co-branding,

refers to brands in the same or complementary industries that

cooperate to strengthen respective brand images in consumers

mind.

Visa and Mastercard are a perfect example of complementary

alliances as they merge the customer service skills of paymentservices franchisers with the image of reliability of banks.

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Global co-branding,

consisting mainly in alliances among MNCs and localplayers.

Typically, the local player will provide an already

established distribution network and local brand image

while the MNC will bring technical know-how and

international brand attachment.

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Ingredient co-branding,

Whose label refers to the fact that a material, adding valueingredient is created by the cooperation of the two involved

brands.

This greatly increases the ultimate products value for

consumers, and consequently the brand value in consumers

minds.

Intel and Compaq Personal Computer

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Coopetition

which dictates that in order to dominate themarket companies may need to

cooperate with and compete against the samecompany.

(1996, Co-Opetition : A Revolution Mindset ThatCombines Competition and

Cooperation),

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