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By Tom Blackett

ISBN-10: 0333760891

ISBN-13: 9780333760895

The strategic administration and improvement of manufacturers keeps to develop in value for many companies and the Nineteen Nineties have obvious a growing number of model vendors turning to co-branding as a manner of including additional worth to their model resources. The synergy that may be created by means of like minded manufacturers operating jointly in concord should be huge and improve either profitability and the valuation of the emblem for either events. in spite of the fact that, the demanding situations offered by way of co-branding are enormous, getting the tactic correct for a unmarried model is difficult adequate, yet as soon as manufacturers are introduced jointly the demanding situations bring up significantly. the logo personalities needs to be complementary. This ebook explores the realm.

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There are considerable similarities between this arrangement and traditional corporate sponsorships, in which a company donates to a worthy public cause in return for publicity for its brand. The brand comes to be associated in the public mind with the worthy cause and with positive ‘good citizen’ brand values. Classic examples of this are Texaco’s long-running sponsorship of the Metropolitan Opera in New York and Royal Insurance’s sponsorship of the Royal Shakespeare Company in the UK. So the essence of value endorsement co-branding is that the two participant companies co-operate because they have, or want to achieve, alignment of their brand values in the customer’s mind.

To pursue the analogy: with marriage ‘à la mode’ there is the underlying knowledge that if things do not work out then the arrangement can be What is Co-Branding? 21 terminated. So it is with co-branding. But what this entirely cynical perspective overlooks is the psychological and material damage that accrues, almost inevitably, to the former partners and their dependants. In summary. co-branding – like marriage – is not something to be entered into unadvisedly, lightly or wantonly; it is a very serious business enterprise involving key assets of the partners concerned.

Whilst care must be taken to ensure that the co-branding does not itself turn a distinctive mark into a generic term that is free for all to use (see Chapter 3 and 6 for a further discussion of this issue) it may represent a valuable way to ‘stand out from the crowd’ in a sector that has an established ‘look’ which is non-proprietary. * See Brandweek, ibid. 34 Co-Branding Special Promotions Producers of fast-moving consumer goods will often produce seasonal variants of their standard products with distinctive packaging to catch consumer attention at particular times of the year – such as summer or Christmas – or they will produce a special limited-edition version of their product which has a finite production run.

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Co Branding (Macmillan Business) by Tom Blackett

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