This document discusses different types of co-branding strategies including company co-branding, joint venture co-branding, retail co-branding, and ingredient branding. It provides examples of how movie makers use co-branding by promoting lead actors together before a movie release. It also notes that ingredient branding creates brand equity for components within other branded products and discusses how Intel used ingredient branding successfully.

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.