This presentation is created as a part of a Marketing internship and is based on Chapter 11- 'Setting Product Strategy" from Kotler book of Marketing Management.
2. CO-BRANDING
Two or more well-known
brands are combined into a
joint product or marketed
together in the same
fashion. Also known as
‘Dual Branding’ or ‘Brand
Bundling.’
4. JOINT-VENTURE CO-BRANDING
The Nike + IPod Sport
kit turned out to be a
huge hit, when
famous brands Apple
and Nike decided to
collaborate.
5. RETAIL CO-BRANDING
‘Coke Studio’ is a great
example, produced by
the Coca-Cola
Company along with
Viacom India, which has
been popular throughout
the country, receiving
critical acclaim .
6. Characteristics of Co-Branding
1. Generate greater sales from existing market.
2.Open opportunities for new consumers and channels.
3. Reduce the cost of product introduction.
4. Loss of control
5. Risk of Brand Equity Dilution
6. Higher expectations may result in unsatisfactory
performance that could have negative impact on both
brands.
7. INGREDIENT
BRANDING
A special case of co-
branding, where a
company creates brand
equity for components
that are contained within
the other branded
products.
8. ‘Intel inside’ forced
the major PC
manufactures like
IBM, Dell etc. to
purchase their chips
from Intel at a
premium price.
9. It must have a
distinctive
logo which
must signal
that the host
product
contains the
ingredient.
10. It should make the
customers believe
that ingredient
matters to the
performance and
success of the end
product.
11. Created by Niharika Gujela, Delhi Technological University, during an internship by
Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com