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How can companies combine products to create strong co-brands or ingredient brands ?

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Manisha Shrivastava

Importance of branding.

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How can companies combine products to create strong co- brands or ingredient brands ?
MARKETERS COMBINETHEIR PRODUCTSWITH THE PRODUCTS OF OTHER FIRMS…..
BRANDING INGRDIENT BRANDINGCO-BRANDING
I. CO-BRANDING
TYPES OF CO-BRANDING I.1 SAME COMPANY CO-BRANDING I.2 JOINTVENTURE CO-BRANDING I.3 MULTIPLE SPONSOR CO-BRANDING I.4 RETAIL CO-BRANDING
ADVANTAGES 1. POSITIONING BYVIRTUE OF MULTIPLE BRANDS 2. GENERATES GREATER SALES 3. OPENS UP NEW OPPURTUNITIES 4. REDUCE COST OF PRODUCT INTRODUCTION
DIS-ADVANTAGES 1. LACK OF CONTROL 2. CONSUMER EXPECTATION IS HIGH 3. OVER-EXPOSURE MAY DILUTETHETRANSFER
“GIVING AWAYYOUR BRAND IS JUST LIKE GIVING AWAY YOUR CHILD”
II. INGRDIENTBRANDING
SELF BRANDING INGREDIENTS AND WHAT CAN BE A BETTER EXAMPLE…
1. INGRDIENTS MATTER TO PERFORMANCE AND SUCCESS 2. DISTINCTIVE SYMBOL OR LOGO 3. COORDINATED “PULL” & “PUSH” PROGRAM REQUISITES OF SUCCESSFUL INGREDIENT BRANDING 4. NOT ALL INGRDIENTS BRAND ARETHE SAME
PROF. SAMEER MATHUR Indian Institute Of Management, Lucknow Professor in Marketing www.IIMInternship.com Created By; SIDHANT PATI NATIONAL INSTITUTE OF TECHNOLOGY, ROURKELA As an intern, under the guidance of,

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