Le co-branding : plus forts à deux - Tendances marketing 2011 - Journal du Net Management. 8 opérations de co-branding originales - Journal du Net Management. Co-branding. Co-branding refers to several different marketing arrangements: Co-branding, also called brand partnership,[1] is when two companies form an alliance to work together, creating marketing synergy. As described in Co-Branding: The Science of Alliance:[2] Intent[edit] According to Chang, from the Journal of American Academy of Business, Cambridge, states there are three levels of co-branding: market share, brand extension, and global branding. Level 1 includes joining with another company to penetrate the market Level 2 is working to extend the brand based on the company's current market share Level 3 tries to achieve a global strategy by combining the two brands Forms[edit] There are many different sub-sections of co-branding.
One form of co-branding is ingredient co-branding. Examples: • Betty Crocker’s brownie mix includes Hershey’s chocolate syrup • Pillsbury Brownies with Nestle Chocolate • Dell Computers with Intel Processors • Kellogg Pop-tarts with Smucker’s fruit Examples Example: Co-Branding : Are Two Labels Better Than One ? - Blogs by Les Echos. The Case For Co-Branding - Forbes.com. Twenty Co-Branding Examples: Two Brands Trumpet One Product. By Deena Crawley and Steve McKee Co-branding is being used increasingly by companies large and small to raise awareness and generate sales. At the most basic level businesses have used the approach to suggest enhancement of their current lines (Hershey’s Syrup added to Betty Crocker Brownies), and on a more sophisticated playing field they have combined technologies to create an entirely new product (the Sports Kit by Nike and Apple).
Included in this slide show are 20 examples of co-brands across several industries. Some of the partnerships are well known and have been in existence for more than a quarter-century, while others are still trying to gain traction in the marketplace. (For a look at Steve McKee's take on celebrity endorsements, flip through our previous slide show.)