How can companies combine products to create strongco brands or ingredient brands?

2. In co-branding—also called dual branding or
brand bundling—two or more well known
brands are combined into a joint product or marketed
together in some fashion.

3. Themainadvantageofco-brandingisthataproductcanbe
convincinglypositionedbyvirtueofthemultiplebrands.

4. Co-brandingcangenerategreatersalesfromtheexistingmarket
andopenopportunitiesfornewconsumersandchannels.

5. The potential disadvantages of co-branding
are the risks and lack of control in
becoming aligned with another brand in
consumers’ minds.

7. The most important requirement is a logical fit between the two brands,
to maximize the advantages of each while minimizing disadvantages.

8. ?

9. INGREDIENT BRANDING
Ingredient branding is a special
case of co-branding. It creates
brand equity for materials,
components, or parts that are
necessarily contained within
other branded products.

12. 1. Consumers must believe the ingredient matters to
the performance and success of the end product.

13. 2. Consumers must be convinced that not all
ingredient brands are the same and that the
ingredient is superior.

15. 4. A coordinated “pull” and “push” program must help
consumers understand the advantages of the
branded ingredient.