Co-Branding A Branding Strategy for The Future Part One
Even stronger together! With a joint appearance, advertising measures can be bundled and target groups expanded. Some facts and suggestions about co-branding.
The flood of information that hits consumers and decision-makers every day makes it more challenging to stand out from the crowd with an advertising message. As in many other areas, the magic word here is synergy.
This can be generated through brand cooperation between two companies. This term includes various forms of cooperation, some of which are very different from one another. In some cases, however, these are also used synonymously. Such brand alliances include affiliate marketing, cross-selling, co-marketing, and co-branding.
Co-branding is the joint appearance of at least two different brands to increase the marketing of a service or a product. Theoretically, several partners are possible, but in practice, only two brands or companies usually cooperate.
Other Features of a Co-Branding
Participating brands must, as such, before the cooperation established his (brand strength).
The different brands must be recognizable in co-branding: on the product itself and the packaging, in the case of services through appropriate communication.
Despite the cooperation, the respective brand identity must be preserved, i.e., the brands must remain independent.
The purpose of the alliance is to bundle marketing measures.
The companies involved pursue a common marketing policy.