Co?Branding Is It Right For You?

Co-Branding as it is called is running rampant with no apparent signs of slowing, even given the cautious economic forecast. In fact, the need for overnight and innovative growth strategies seems, if anything, to have fueled its popularity. The question this article tries to address is whether co-branding is right or not. Perhaps a good way to sort through this co-branding mania is to think about judging the merit of a co-branding venture. The merged brands will discover that, they have expanded their sphere of influence and gained competitive advantage. Consumers will find, quite happily, that one plus one can actually equal three when two brands they?ve relied on as solo players meet their needs and desires better than ever before. Hence, the prizes for the winning co-branded relationships will go to those who follow these tried and very true rules: Know about oneself; know and respect the other partner; and do it as much for the consumer as oneself.

Provided by: Landor Associates Topic: Date Added: Jun 2001 Format: PDF

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