Cobranding

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Cobranding

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  • Sony Mobile Communication (Sony Ericsson Mobile Communications) multinational Mobile phone, HQ- Tokyo, Japan. joint venture between Sony and the Swedish telecommunications equipment company Ericsson in oct. 1 ,2001.
  • Cobranding

    1. 1. Co- Branding Prof. Sameer Mathur, Ph.D. (Carnegie Mellon)
    2. 2. Sameer Mathur Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 2 © Sameer Mathur Harshit Khaitan BTech, IIT Kanpur 2
    3. 3. Overview Co- Branding • Examples of Co- Branding 4 Advantages of Co-Branding 4 Disadvantages of Co-Branding Ingredient Branding Licensing Advertising Alliances © Sameer Mathur 3
    4. 4. Co-Branding Occurs when two or more existing brands are combined into a joint product or are marketed together in some fashion Examples: Sony Ericsson, Yoplait Trix Yogurt, Nestle’s Cheerios Cookie Bars © Sameer Mathur 4
    5. 5. Co-Branding Nike’s Air Jordan shoes Over 23 versions, since 1984 © Sameer Mathur 5
    6. 6. Why Cobranding Take the strongest element of your product and combine it with the best complimentary brands to offer new goods and services The potential worth of the whole may be greater than the sum of the individual brands Introduces new audience through the partner’s already established loyal base © Sameer Mathur 6
    7. 7. Co-Branding One of the largest partnership efforts ever The Global Fund joined forces with American Express, Apple, Converse, Dell, Emperio Armani, Gap, Hallmark and Starbucks to fight AIDS in Africa © Sameer Mathur 7
    8. 8. Co-Branding © Sameer Mathur 8
    9. 9. 4 Advantages of Co-Branding 1. Borrow needed expertise 2. Leverage equity you don’t have 3. Reduce cost of product introduction 4. Expand brand meaning into related categories • Broaden meaning • Increase access points © Sameer Mathur 9
    10. 10. 4 Disadvantages of Co-Branding 1. Loss of control 2. Risk of brand equity dilution 3. Negative feedback effects 4. Lack of brand focus and clarity © Sameer Mathur 10
    11. 11. Ingredient Branding A special case of co-branding that involves creating brand equity for materials, components, or parts that are necessarily contained within other branded products © Sameer Mathur 11
    12. 12. Ingredient Branding Intel Inside Processors and chipsets, necessary for every computer © Sameer Mathur 12
    13. 13. Betty Crocker baking mixes with Hershey’s chocolate syrup Ingredient Branding © Sameer Mathur 13
    14. 14. Licensing Involves contractual arrangements whereby firms can use the names, logos, characters, and so forth of other brands for some fixed fee © Sameer Mathur 14
    15. 15. Licensing- Entertainment © Sameer Mathur 15
    16. 16. Licensing- Television and Cartoon Characters © Sameer Mathur 16
    17. 17. Advertisement Alliances When complementary products / services are jointly advertised
    18. 18. Summary Co- Branding • Examples of Co- Branding 4 Advantages of Co-Branding 4 Disadvantages of Co-Branding Ingredient Branding Licensing Advertising Alliances © Sameer Mathur 18
    19. 19. Credits • http://www.intel.in/content/www/in/en/homepage.html • http://www.bettycrocker.com/recipes/dishes/cookie-and-bar-recipes/top-betty-crocker-brownie- recipes • http://www.disneystore.com/d-products/mn/1000201/ • http://images.businessweek.com/ss/09/07/0710_cobranded/14.htm • K. L. Keller, M. G. Parameswaram, I. Jacob. (2011) . Strategic Brand Management(3rd edition). India: PEARSON © Sameer Mathur 19
    20. 20. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com

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