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How can companies combine products to create strong co brands or ingredient brands 

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Sameer Mathur
Sameer Mathur
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SETTING PRODUCT STRATEGY
How can companies combine products to create strong co-brands or ingredient brands?
CO-BRANDING Two or more popular brands are combined and marketed together as a joint product
COMPANY CO-BRANDING Same company promoting two of its products together
JOINT VENTURE CO-BRANDING Two different companies form a strategic alliance to present a product together in the market
RETAIL CO-BRANDING Two retail establishments which use same location to optimize profits
BENEFITS Co- Branding can induce greater sales and reduce the cost of product introduction
CAUTION Unsatisfactory performance can damage brand images of both the companies
INGREDIENT BRANDING A special case of co-branding where company creates brand equity for components that are contained within other branded products
THANK YOU
DISCLAIMER These slides were created by Deepak Madan, BITS Pilani, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )

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How can companies combine products to create strong co brands or ingredient brands