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Benefits of Co-Branding Strategies

Companies engage in co-branding by forming alliances to combine two or more brands into a single product or service. This allows companies to leverage each other's strong brands and serve complementary customer needs in new ways. The goals of co-branding include expanding customer bases, making financial gains, strengthening competitive positions, and introducing new products with strong brand images. Some examples include a British Airways and Citibank co-branded credit card, an Adidas and Stella McCartney women's sportswear line, a Danone and Motta co-branded yogurt ice cream, and a Motorola mobile phone designed by D&G.

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Võ Nguyễn Hoàng Duy
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84 views2 pages

Benefits of Co-Branding Strategies

Companies engage in co-branding by forming alliances to combine two or more brands into a single product or service. This allows companies to leverage each other's strong brands and serve complementary customer needs in new ways. The goals of co-branding include expanding customer bases, making financial gains, strengthening competitive positions, and introducing new products with strong brand images. Some examples include a British Airways and Citibank co-branded credit card, an Adidas and Stella McCartney women's sportswear line, a Danone and Motta co-branded yogurt ice cream, and a Motorola mobile phone designed by D&G.

Uploaded by

Võ Nguyễn Hoàng Duy
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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1.

Lý do tại sao những thương hiệu nổi tiếng trên thế giối kết hợp lại với nhau để thiết kế
và bán sản phẩm? cho vd?
Co-branding, also called brand partnership, is when two companies form an alliance to
work together. Co-branding involves combining two or more brands into a single product or
service. Companies engage in co-branding to leverage strong brand. It is becoming a popular
business practice to strive for a positive association between different brands that can develop
synergy. Co-branding is very useful if both businesses serve the same target market with
complementary needs. A well executed co-branding strategy can lead to win-win situation for
both co-brand partners and can help in realizing unexplored markets or untapped opportunities.
Concisely, it is instrumental to handle almost every marketing matter from creating initial
awareness to building customer loyalty.

Companies form co-branding alliance to fulfill following goals:

 Expanding customer base

 To make financial benefits

 Respond to the expressed and latent needs of customers

 To strengthen its competitive position

 Introduce a new product with a strong image

 Creating a new customer perceived value

 To gain operational benefits

 Explore and capture untapped categories or niche


 Expand reach to new customers
 Higher sales revenues and royalty income
 More efficient operations when sharing best practices
 Better exposure or coverage because of joint advertising initiatives
 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.

Some of the examples of co-branding are


 British Airways and Citibank co-branded a credit card allowing the owner to automatically
become a member of the British Airways Executive Club.
 Adidas and Stella McCartney brought about a women-oriented, stylish and casual sport
design collection: Adidas by Stella McCartney. This co-branded line manages to satisfy the
demand of female buyers looking for sportswear that blends functionality and style while being
able to deliver "products that both perform and look great.
 Danone and Motta, both in the food industry, co-branded a yogurt ice-cream called Yolka
that successfully satisfied the desires of healthy conscious gourmand and avoided direct
competition to their respective brand portfolio.
 Motorola mobile phone designed by D&G merges the image of the Italian luxurious brand
with the high quality technological brand promise of the American mobile phone manufacturer.

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