From short-term reciprocal agreements to long-term strategic affiliations, we specialise in sourcing, managing and analysing the partnership process to help our clients maximise value (both financially and through increased brand equity) by form strategic brand alliances

1. BRAND ALLIANCES
An Effective Marketing Strategy
Prepared By:
Ashutosh Tyagi
Chief Marketing & Strategy Officer
‘Think As Consumer’
Website: www.thinkasconsumer.com

2. Key Consideration for Successful Alliances
 Synergy between brands
 Knowledge of the specificities of each other’s brands
 Partnership to deliver benefits that neither of the
organizations can deliver alone
 Commitment from both organizations
 Consideration of the legal aspects
 Long term strategy for the partnership

3. Benefits of Alliances
 Acquire new customers by tapping into partner’s customer base
 Capture new market through resources’ joining
 Gain from the strengths of partner’s brand
 Rejuvenating brand
 Have a greater impact on consumer mind
 Build loyalty with existing customer base.

4. Potential Risks of Alliances
 Dilution of the brand
 Negative impact of both brands
 Deficiencies of one brand
 Legal aspects

5. Types of Alliances
 Product Bundling
 Co-branding
 Recommendation or endorsement
 Co- Promotions
 Offers led
 Prize draws
 Competitions led promotions

6. Some Successful Brand Alliances

7. Nike & Apple iPod
 Very different product categories
 Both brands are perceived as being
differentiated and premium.
 Nike brings in reliability and
customer caring cues.
 Apple chips in with a superior style
quotient.
 Together, they created Nike + iPod,
which made fitness hip, cool, and
fun, benefiting Nike by adding
innovation to their fitness focus and
helping Apple increase their
product's occasion of use in the
consumer's life.

8. Coke & MTV
 Coke partnered with MTV to set
up the MTV-Coke Studio.
 MTV brought the elements of
glamour, style, and dynamism
 Coke represented the elements of
charm and fun.
 The partnership has been hugely
successful and is a great example
of brands benefiting from each
other.

9. Ariel & LG
 "Ariel — recommended by LG"
helped Ariel strengthen its
distinctive and authentic cues in
the market.

10. Reliance & Android
 Special and exclusive
marketing tie-up
 Under the two-year
partnership, Reliance to
provide 1 GB of free data to
Google co-branded phones
(with Google logo) and extend
a host of support
infrastructure for the
platform in India.

11. Our Strengths In This Area
 “Think as Consumer“ is a highly networked team of Senior
Professionals.
 We have business associations with a large number of
companies across different sectors.
 Leveraging this network, we help non-competing but
synergistic companies to form mutually beneficial alliances.
 From short-term reciprocal agreements to long-term strategic
affiliations, we specialise in sourcing, managing and analysing
the partnership process to help our clients maximise value
(both financially and through increased brand equity) from
this activity.

12. Deliverables
 8-10 brands per quarter will be made available for
partnership.
 Out of which 3-4 partnerships could possibly be executed
each quarter.
 “Think As Consumer” would facilitate partnerships and could
also manage end-to-end execution of activities under
partnership.

13. For any support or more information, you could
contact:
Ashutosh Tyagi
Chief Marketing & Strategy Officer
‘Think As Consumer’
Website: www.thinkasconsumer.com
Email: ashutosh@thinkasconsumer.com
Mobile: +91 9818328050