Co branding solutions 18 02-11

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Co-branding strategies - Opportunities and Pitfalls

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Co branding solutions 18 02-11

  1. 1. CO-BRANDING SOLUTIONS:WHAT, WHEN & WHY? February 18, 2011 1
  2. 2. WHAT IS CO-BRANDING?WHEN TWO OR MORE PARTIES COME TOGETHER,FOR A WIN-WIN END GOAL… February 18, 2011 2
  3. 3. WIN-WIN Partnership Between Countries…. February 18, 2011 3
  4. 4. WIN-WIN Partnership between Companies: 1 + 1 > 2 Formula February 18, 2011 4
  5. 5. TYPES OF CO-BRANDING PARTNERSHIPS..FIVE BROAD CATEGORIES OF CO-BRANDING February 18, 2011 5
  6. 6. 1. CO-BRANDING FOR PROMOTIONS February 18, 2011 6
  7. 7. Best Western & Harley Davidson Best Western runs an exclusive rewards program for Harley Davidson enthusiasts. Riders who participate get special treatment at the hotel including a clean wipe-down towel at check-in. February 18, 2011 7
  8. 8. South-West + SeaWorld Promotions SeaWorld - Southwest Southwest Airlines has three Shamu planes in its fleet. Passengers are occasionally visited by penguins before take-off. February 18, 2011 8
  9. 9. Fiat - MattelTo celebrate Barbie’s 50th anniversary, Mattel and Fiat created the 500 Barbie.The car comes in nail-polish-pink and features lip gloss in the glovecompartment. February 18, 2011 9
  10. 10. 2. CO-BRANDING WITH VENDORS/ SUPPLIERS February 18, 2011 10
  11. 11. Intel’s Presence Can Add Value …. Alliance with supplier gives easy access to offerings and long lasting relationships which leads to low level of investment. Distinctiveness is very important for such co-branding which is possible through patent protection. February 18, 2011 11
  12. 12. 3. CO-BRANDING FOR ALLIANCES February 18, 2011 12
  13. 13. Meeting Diverse Needs of the Air Traveler… Hotels Travel Agents Car Rentals Insurance It aims to give customers altogether new experience and enhance customer value. Members in a distribution channel both horizontally and vertically linked form alliance. February 18, 2011 13
  14. 14. 4. CO-BRANDING INNOVATIVE SOLUTIONSFOR EXISTING CONSUMERS February 18, 2011 14
  15. 15. Shoes that Sing! Apple - Nike Nike and Apple brought music and exercise together when they developed the Sports Kit, a wireless system that allows shoes to talk to an iPod. February 18, 2011 15
  16. 16. Clothes That Are Health Trackers… Adidas - Polar Electro Adidas and created Project Fusion, which integrates heart rate and speed and distance monitoring equipment into sports apparel. February 18, 2011 16
  17. 17. 5. CO-BRANDING FOR EXPLORINGNEW TARGET SEGMENTS February 18, 2011 17
  18. 18. Exploring the Un-banked Segment… MasterCard - Virgin Virgin & MasterCard prepaid card targeted at individuals who don’t have a bank account or have a low credit score. February 18, 2011 18
  19. 19. WHY CO-BRANDING? February 18, 2011 19
  20. 20. What Motivates Co-Branding?► Expanding customer base – reaching out to new customers► Improved sales and profits for both companies► Fulfil expressed and latent needs of customers► To strengthen Brand Equity of partners► New product innovation and introduction► Innovate in enhancing customer perceived value► Achieve scale benefits : production, supply chain, marketing & advertising February 18, 2011 20
  21. 21. The Traps – Things to Watch Out• True sense of partnership & give and take. Suspicion and greed can spoil the party.• It is a long term commitment: how easy will it be for Hero now to dismantle from Hero Honda?• Lack of synergy in any aspect could be a potential trap: consumer group, appetite for risk, growth ambitions, etc..• Equity of both brands should leverage each other to make a stronger co-brand.• Equity changes in one partner brand could impact Co-Brand image.• Legal requirements: What happens upon merger or acquisition takes place? February 18, 2011 21
  22. 22. THANK YOUPRANESH.MISRA@BRANDSCAPESWORLDWIDE.COMCELL: +919820020906 February 18, 2011 22

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