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How can companies combine products to create co brands or ingredients brands?

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Sameer Mathur
Sameer Mathur

This document discusses different types of co-branding strategies companies can use. Co-branding involves combining two or more established brands into a joint product. It can open opportunities for new customers and channels while reducing costs and speeding adoption. The document outlines several co-branding strategies such as same company co-branding, joint venture co-branding, retail co-branding, and ingredient branding, which creates brand equity for components within other branded products. Examples of each strategy are provided.

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STRATEGY Setting Chapter 11
HOW can companies combine products to create strong co-brands or ingredient brands?
CO-BRANDING Co-branding is process in which two or more well-established brands are combined into a joint product
Co-Branding can open opportunities for new consumers and channels, reduces the cost of product introduction and speeds adoption.
What are the ways of co-branding ?
SAME COMPANY CO- BRANDING Eureka Forbes promotes its Aquaguard and vacuum cleaner jointly.
JOINT-VENTURE CO-BRANDING Citi Bank and Indian Oil credit cards.
RETAIL CO-BRANDING Where two or more retail- establishments use the same location to optimize space and profits.
INGREDIENT BRANDING A special case of co-branding. It creates brand equity for materials, parts or components that are contained within other brand products.
Sony camera contains finished CARL ZEISS lens contained in it.
Sells its own bed and showers as ‘Heavenly Bed’ and ‘Heavenly Showers’. Self-brand ingredients:
These slides were created by Ankit Kumar, IIT Delhi, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow

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