Popular Examples of Co-branding Strategies Part One
Below, you will see the most used strategy for co-branding. We also include some real-life examples for the famous brand you might know!
Co-Branding Within a Group
In particular, giant corporations expanding their portfolios through constant acquisitions have an easy time of co-branding. The end consumer often does not know that the cooperating brands have a common roof and perceive them as isolated.
LVMH Moët Hennessy - Louis Vuitton
This is probably what happened with an exceptional rubber boot that the luxury company LVMH Moët Hennessy - Louis Vuitton brought onto the market a few years ago. The yellow threads linked two in-house brands from LVMH with the fashion label DKNY (Donna Karan) and the champagne producer Veuve Cliquot. The famous names, each with their own following, made the not-so-elegant footwear a coveted product.
Mondelēz International
A master of in-house co-branding is the US Mondelēz International, which emerged from the food manufacturer Kraft and houses many large food brands such as Jacobs and Toblerone.
Mondelēz, for example, combines two brands of candy in one product or sweetened coffee and cream cheese with chocolate and biscuits. The offer includes:
- Philadelphia and Milka co-branded
- Milka with Daim
- Milka chocolate bars with oreo
- Choco Milka for Tassimo
- Philadelphia with Milka
- Philadelphia with Oreo
- Milka with oreo
The combination of two popular brands ensures double perception, which leads to an increase in the value of the combination product. Since both labels are based in the same group, there are no logo design coordination problems. However, some Mondelēz products are also foreign, as the following section shows.
