how can companies combine products to create strong co brands or ingredient brands
Post on 12-Aug-2015
395 Views
Preview:
TRANSCRIPT
Chapter 11: Setting product strategy
How can companies combine products to create strong co-brands or ingredient brands?
By: Kartik SinglaIndian Institute of Technology(BHU), Varanasi
Co-Branding: Two or more well known brands are combined into a joint product or marketed together.
Company co-branding
Same company promoting two of its products together.
Joint venture co-branding
Two different companies form a strategic alliance to present a product together in
the market.
Retail co-branding
Two retail establishments which use the same location to optimize profits.
“Co-branding can induce greater sales and reduce
the cost of product introduction”
Movie makers generally use co-branding to generate revenue before any movie is released.
The lead actors of the movie are well known brands.
The customers expectations from
co-branding is really high , so unsatisfactory performance
can damage brand image of both the
companies.
Ingredient branding
A special case of co-branding where a company creates brand equity for
components that are contained within other branded
products.
“Intel Inside” forced the major PC manufacturers to buy their chips from Intel at a premium price.”
Ingredient branding
Should make the customers believe that ingredient matters to the performance
and success of end product.
Ingredient branding
Must have a distinctive logo which must signal that the host product contains the ingredient.
“These slides were prepared by ‘Kartik Singla’
as a part of an internship done under ‘Prof. Sameer Mathur’ (www.IIMInternship.com).”
Disclaimer
top related