2. How can companies
combine products to
create strong co-brands
or ingredient brands?
By:
Kartik Singla
Indian Institute of
Technology(BHU),
Varanasi

3. Co-Branding: Two or more well
known brands are combined into a joint
product or marketed together.

4. Company co-branding
Same company promoting
two of its products together.

5. Joint venture co-branding
Two different companies form a strategic
alliance to present a product together in
the market.

6. Retail co-branding
Two retail establishments which use
the same location to optimize profits.

7. “Co-branding can induce
greater sales and reduce
the cost of product
introduction”

8.  Movie makers generally use co-branding
to generate revenue before any movie is
released.
The lead actors of the movie are well
known brands.

9. The customers
expectations from
co-branding is
really high , so
unsatisfactory
performance
can damage brand
image of both the
companies.

10. Ingredient branding
A special case of co-
branding where a
company creates
brand equity for
components that are
contained within
other branded
products.

11. “Intel Inside” forced the
major PC manufacturers to buy
their chips from Intel at a premium
price.”

12. Ingredient branding
Should make the customers believe that
ingredient matters to the performance
and success of end product.

13. Ingredient branding
Must have a distinctive logo which must signal
that the host product contains the ingredient.

15. “These slides were prepared by
‘Kartik Singla’
as a part of an internship done under
‘Prof. Sameer Mathur’
(www.IIMInternship.com).”
Disclaimer