Brands have gained renewed interest in recent years. Brand managers realize that after years of look-alike advertising and over-coping with me-too brands, they now live in a world of product parity. Hard competition ensured through short-term price promotions reduces the profitability of brands leading manufactures to examine ways to enhance loyalty toward their brands. In addition, faced with the increasing power of retailers manufacturers of consumer products realize that having the strongest brands is vital to strengthening their presence with retailers. Furthermore, the escalation of new product development costs coupled with the high rate of new product failures has led firms to acquire licenses, and extend brand names to a degree unseen in previous decades.
Running Header: BALANCED SCORECARD
BALANCED SCORE CARD 6
Strategic Objectives
Corey D. Harrison
February 25, 2014
M. Ovase
Strategic objectives
The operations of companies have changed a big deal from the way they used to do things in the past. Initially people went to work and went back home after a day’s work without ever worrying about meeting targets because companies did not have defined objectives. However things have changed in the past few years because now everyone has to meet targets and companies have visions to chase. The achievement of the visions is dependent on the objectives that are set. Strategic objectives are currently the start point for companies because they define the general direction which must be followed by all companies. The strategic objectives direct managers to ask themselves, where they are and where they intend to go. As a company Senior Shoes needs to develop its objectives based on the following six categories of activities; Finance, Marketing, Products, Operations, Human resources, and Community.
For Senior Shoes to attain its objectives, such objectives must be driven by the vision and mission statement which guide all the activities of the organization. The mission of the company is to be the sole producer and market of Snickers across the globe.
Department
Areas
Financial Perspective
· strategic objectives in areas such as
· Market share
· Revenues and costs
· Profitability
· Competitive position
Customer Value Perspective
· Customer retention or turnover
· Customer satisfaction
· Customer value
Internal Operations Perspective
· Measure of process performance
· Productivity or productivity improvement
· Operations metrics
Employee Perspective
· Employee satisfaction
· Employee turnover or retention
· Level of organizational capability
· Nature of organizational culture or climate
· Technological innovation
Strategic objectives for the financial perspective
The finance part of an organization is key to the success of an organization because it deals with money. For the Senior shoe company, the strategic objectives for the finance perspective will be; to increase the market share of the company, based on the SWOT analysis, the company has a number of opportunities in the sense that there are new markets coming in every time for example there are schools and sports shops coming up every day. Still on the objective of increasing market share, the company has strengths in the sense that it specializes in snickers therefore it can be able to differentiate within that line. The next objective is to boost the customer loyalty as compare to other companies; the company has strengths in these areas because it can easily identify its customers because it does business within the same line. The last strategic objective in the financial perspectiv.
Brands have gained renewed interest in recent years. Brand managers realize that after years of look-alike advertising and over-coping with me-too brands, they now live in a world of product parity. Hard competition ensured through short-term price promotions reduces the profitability of brands leading manufactures to examine ways to enhance loyalty toward their brands. In addition, faced with the increasing power of retailers manufacturers of consumer products realize that having the strongest brands is vital to strengthening their presence with retailers. Furthermore, the escalation of new product development costs coupled with the high rate of new product failures has led firms to acquire licenses, and extend brand names to a degree unseen in previous decades.
Running Header: BALANCED SCORECARD
BALANCED SCORE CARD 6
Strategic Objectives
Corey D. Harrison
February 25, 2014
M. Ovase
Strategic objectives
The operations of companies have changed a big deal from the way they used to do things in the past. Initially people went to work and went back home after a day’s work without ever worrying about meeting targets because companies did not have defined objectives. However things have changed in the past few years because now everyone has to meet targets and companies have visions to chase. The achievement of the visions is dependent on the objectives that are set. Strategic objectives are currently the start point for companies because they define the general direction which must be followed by all companies. The strategic objectives direct managers to ask themselves, where they are and where they intend to go. As a company Senior Shoes needs to develop its objectives based on the following six categories of activities; Finance, Marketing, Products, Operations, Human resources, and Community.
For Senior Shoes to attain its objectives, such objectives must be driven by the vision and mission statement which guide all the activities of the organization. The mission of the company is to be the sole producer and market of Snickers across the globe.
Department
Areas
Financial Perspective
· strategic objectives in areas such as
· Market share
· Revenues and costs
· Profitability
· Competitive position
Customer Value Perspective
· Customer retention or turnover
· Customer satisfaction
· Customer value
Internal Operations Perspective
· Measure of process performance
· Productivity or productivity improvement
· Operations metrics
Employee Perspective
· Employee satisfaction
· Employee turnover or retention
· Level of organizational capability
· Nature of organizational culture or climate
· Technological innovation
Strategic objectives for the financial perspective
The finance part of an organization is key to the success of an organization because it deals with money. For the Senior shoe company, the strategic objectives for the finance perspective will be; to increase the market share of the company, based on the SWOT analysis, the company has a number of opportunities in the sense that there are new markets coming in every time for example there are schools and sports shops coming up every day. Still on the objective of increasing market share, the company has strengths in the sense that it specializes in snickers therefore it can be able to differentiate within that line. The next objective is to boost the customer loyalty as compare to other companies; the company has strengths in these areas because it can easily identify its customers because it does business within the same line. The last strategic objective in the financial perspectiv.
A PROJECT REPORT
ON
“SIGNIFICANCE OF BRAND:
JAGUAR”
PREPARED BY:
JITENDRA RAMESH SANGLE
PROJECT GUIDE:
PROF. RAJEEV DEO
BRIHAN MAHARASHTRA COLLEGE OF COMMERCE, PUNE- 04
(A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION DEGREE COURSE BY UNIVERSITY OF PUNE)
A PROJECT REPORT
ON
“SIGNIFICANCE OF BRAND:
JAGUAR”
PREPARED BY:
JITENDRA RAMESH SANGLE
PROJECT GUIDE:
PROF. RAJEEV DEO
BRIHAN MAHARASHTRA COLLEGE OF COMMERCE, PUNE- 04
(A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION DEGREE COURSE BY UNIVERSITY OF PUNE)
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
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➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
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2. UNIT IV
BRAND REJUVENATION: Brand rejuvenation
and re-launch, brand development through
acquisition, take over and merger-Monitoring
brand performance over the product life cycle.
Co-branding
Versatile Business School, Egmore, Chennai - 600 008
3. BRAND REJUVINATION
Brand rejuvenation involves adding value
to an existing brand by improving product
attributes and enhancing its overall appeal
It is intended to re-focus the attention of
consumers on an existing brand
Brand rejuvenation helps overcome the
consumer’s boredom in seeing the same
product on the shelves year after year
’new’, ‘super’, ‘special’ ‘premium,’ deluxe,
‘extra strong’ and ‘fresh’,
Versatile Business School, Egmore, Chennai - 600 008
5. EXAMPLES OF REJUVENATED BRANDS
New Burnol:
Burnol became ‘New’
and appeared in a
new pack.
Versatile Business School, Egmore, Chennai - 600 008
6. EXAMPLES OF REJUVENATED BRANDS
New Horlicks : its New
Horlicks the New
Horlicks claimed more
nourishment through
additional protein and
calcium, eight essential
vitamins and iron.
Versatile Business School, Egmore, Chennai - 600 008
7. EXAMPLES OF REJUVENATED BRANDS
New Nescafe:
New Nescafe was made
using the new
agglomeration coffee
process, instead of the
fine powder form and the
coffee now came in small
round goblets
Versatile Business School, Egmore, Chennai - 600 008
8. OBJECTIVES
Rejuvenation aims at revival of brand. The
intention is to breathe some new life into a
brand that may be showing signs of decline
Even healthy, successful brands may need
occasional rejuvenation because of competition.
The brand has to be updated. It ensures the
steady success of the growing brand
It helps keep the brand live and in focus
Versatile Business School, Egmore, Chennai - 600 008
9. RE-LAUNCH
Re-launching a brand means thinking
beyond a new design or a new name. It
means, "going deeper.“
A successful example, they point out, is
Lifebuoy.
From being an economic and normal bathing
soap it was repositioned in the health and
wellness group
Versatile Business School, Egmore, Chennai - 600 008
10. OBJECTIVES OF BRAND RE LAUNCH
To bring it to a better level in terms of sales,
market share and profit than what its current
position reflects.
To re launch the brand and reposition it for
faster growth and market share
To re launch a brand that has failed due to
an inappropriate marketing mix
Versatile Business School, Egmore, Chennai - 600 008
11. BRAND RE LAUNCH: METHOD 1
Keep all elements of the mix the same but reposition the brand in the minds
and hearts of customers.
Nothing is done to the product, the pricing or the distribution but the
communication and the entire repositioning exercise changes the perceived
value of the brand.
The elements used would be in the area of the communication mix including
the packaging.
This approach is usually followed when consumers have accepted the product,
found it affordable and available but do not want to use it because they feel it
does not match their needs or aspirations, keeping the psychographics in mind.
Versatile Business School, Egmore, Chennai - 600 008
12. BRAND RE LAUNCH: METHOD 2
Change the channel and distribution strategy.
Other elements may be working but the distribution
channel may be ineffective due to the choice of in-
appropriate outlets or even ineffective trade margins
and marketing strategy.
This can be linked with the sales effort, sales organization
and structure.
This happens in cases where the product is accepted, its
awareness is high but it is not available. There is,
therefore, wastage of advertising money.
Versatile Business School, Egmore, Chennai - 600 008
13. BRAND RE LAUNCH:METHOD 3
Revamp every element of the marketing
mix including the brand name, the product
ingredients and pricing, and bring it out with
a new price and bring it out as a new avatar.
Versatile Business School, Egmore, Chennai - 600 008
14. MONITORING THE BRAND
FIRM LEVEL
PRODUCT
LEVEL
CONSUMER
LEVEL
Versatile Business School, Egmore, Chennai - 600 008
15. FIRM LEVELAPPROACH
Firm level approaches measure the brand
as a financial asset
A calculation is made regarding how
much the brand is worth as an intangible
asset
Versatile Business School, Egmore, Chennai - 600 008
16. PRODUCT LEVELAPPROACH
The classic product level brand
measurement example is to compare the
price of a no-name or private label product to
an "equivalent" branded product.
The difference in price, assuming all things
equal, is due to the brand.
Versatile Business School, Egmore, Chennai - 600 008
17. CONSUMER LEVELAPPROACH
This approach seeks to map the mind of the
consumer to find out what associations with the
brand the consumer has.
This approach seeks to measure the awareness
(recall and recognition) and brand image
Brands with high levels of awareness and
strong, favorable and unique associations are
high equity brands
Versatile Business School, Egmore, Chennai - 600 008
18. MEASURING BRAND PERFORMANCE
Comparative method
Brand based comparative method
Market based comparative method
Holistic approach
Residual approach
Value added approach
Versatile Business School, Egmore, Chennai - 600 008
19. COMPARATIVE METHOD
BRAND BASED COMPARATIVE
METHOD
MARKET BASED COMPARATIVE
METHOD
One set of consumers
respond to the marketing
program of the target brand
and another set of
consumers react to the
program of a competitive
brand or fictitious brand.
Example: Case of T Mobile
and Virgin Mobile.
Consumers respond to
changes in elements of
the marketing program or
marketing activity for the
target brand or
competitive brand.
Versatile Business School, Egmore, Chennai - 600 008
20. HOLISTICAPPROACH
Attempt to place an overall value on the
brand in either abstract utility terms or
concrete financial terms
Net out various considerations to
determine the unique contribution of the
brand
Versatile Business School, Egmore, Chennai - 600 008
21. HOLISTICAPPROACH
RESIDUAL APPROACH VALUE ADDED APPROACH
Examine the value of the
brand by subtracting
consumers’ preferences
based on physical
product attributes alone
from their overall brand
preferences
Attempt to place a financial
value on brand equity for
accounting purposes
Useful in cases of mergers
and acquisitions, brand
licensing, fund raising, and
brand management
decisions
Versatile Business School, Egmore, Chennai - 600 008
22. PRODUCT LIFE CYCLE
It gives a list of stages a product undergoes
during its life time It contains the following
stages
Initial
Growth
Maturity or saturation
Decline
Versatile Business School, Egmore, Chennai - 600 008
24. MONITORING BRAND PERFORMANCE OVER
THE PLC
Relevant issues in PLC analysis include:
Determining the length and rate of change of
the PLC
Identifying the current PLC stage and selecting
the product strategy that corresponds to that
stage
Anticipating threats and finding opportunities
for altering and extending the PLC
Versatile Business School, Egmore, Chennai - 600 008
25. BRAND DEVELOPMENT
It can be achieved with the help of
following methods
Mergers
Acquisitions
Take over
Versatile Business School, Egmore, Chennai - 600 008
26. CO-BRANDING
Co-branding, also called brand partnership, is
when two companies form an alliance to work
together, creating marketing synergy.
Co-branding is an arrangement that associates
a single product or service with more than one
brand name
Associates a product with someone other than
the principal producer.
Versatile Business School, Egmore, Chennai - 600 008
27. OBJECTIVES OF CO-BRANDING
The object for this is to combine the
strength of two brands
To maximize their brand extension
success rates
Versatile Business School, Egmore, Chennai - 600 008
29. LEVELS OF CO BRANDING
Level 1
Includes joining with another company to penetrate the
market
Level 2
Working to extend the brand based on the company's
current market share
Level 3
Tries to achieve a global strategy by combining the two
brands
Versatile Business School, Egmore, Chennai - 600 008
30. FORMS OF CO BRANDING
Ingredient co-branding
Same-company co-branding
Joint venture co-branding
Multiple sponsor co-branding
Versatile Business School, Egmore, Chennai - 600 008
31. INGREDIENT CO-BRANDING
This involves creating brand equity for materials,
components or parts that are contained within other
products
Examples:
Betty Crocker’s brownie mix includes Hershey’s chocolate
syrup
Pillsbury Brownies with Nestle Chocolate
Dell Computers with Intel Processors
Kellogg Pop-tarts with Smucker’s fruit
Versatile Business School, Egmore, Chennai - 600 008
32. SAME-COMPANY CO-BRANDING
This is when a company with more than one
product promotes their own brands together
simultaneously
Examples
Kraft Lunchables and Oscar Mayer meats
Other examples include the marketing of Gillette M3
Power shaving equipment (which require batteries)
with Duracell batteries (both brands owned
Versatile Business School, Egmore, Chennai - 600 008
33. JOINT VENTURE CO-BRANDING
Joint venture co-branding is another form of co-
branding defined as two or more companies going for a
strategic alliance to present a product to the target
audience.
Example:
British Airways and Citibank formed a partnership
offering a credit card where the card owner will
automatically become a member of the British Airways
Executive club
Versatile Business School, Egmore, Chennai - 600 008
34. MULTIPLE SPONSOR CO-BRANDING
This form of co-branding involves two or
more companies working together to form a
strategic alliance in technology, promotions,
sales, etc.
Example
Citibank/American Airlines/Visa credit card
partnership
Versatile Business School, Egmore, Chennai - 600 008
35. APPLICATIONS
Co-branding may help usage extension
Co-branding appears in sales promotions too
Loyalty programmes, increasingly, include co-
branding arrangements. Corporations are
sharing the cost of loyalty programmes between
their own brands
Co-branding may signal a trade marketing
operation
Versatile Business School, Egmore, Chennai - 600 008