HOW CAN COMPANIES COMBINE PRODUCTS TO CREATE STRONG CO-BRANDS OR INGREDIENT BRANDS

SACHET JAIN IIT DELHI

CO-BRANDING

• TWO OR MORE WELL KNOWN BRANDS COMBINE INTO A JOINT PRODUCT OR MARKETED TOGETHER IN SOME FASHION.

TYPES

• Same company co-branding• Joint company co-branding• Multiple-sponsor-co-branding• Retail co-branding

ADVANTAGES

• Product convincingly positioned by virtue of multiple brands• Opening additional opportunities for new consumers

and channels• Reduce the cost of product introduction• Means to learn about consumers and how other

companies approach them

Disadvantages

Risk and lack of control in becoming aligned with another brand in the minds of the consumers. If other brands has too many co-brands. It may have lack of focus on existing brands.

INGREDIENT BRANDING

Special case of co-branding, creating brand equity for materials, components, or parts that are necessarily contained within other branded products

Created by Sachet Jain, IIT Delhi, during an internship by Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com