Post by sakibkhan51 on Feb 28, 2024 1:22:27 GMT -5
Dog and cat, black and white, sweet and salty ; there have always been things that don't go so well together and that represent the exact opposites of each other. Similarly, some brands do not seem to be destined to create successful co-brandings , to join forces to become a single entity and to share common objectives, as they are profoundly different from each other. Yet, sometimes, opposites attract. Or maybe they just work well together. Some brands have left their comfort zone, they have faced a different way than their own, "breaking the rules" of co-branding and following unconventional and unconventional strategies. But let's go in order. Co-branding Co -branding (or brand bundling, alliance) represents one of the strategies most followed by companies to extend their territory ; it is the combination of two or more well-known brands through forms of co-marketing to create a new product. The main objective of this action is that all the brands involved benefit (usually the “ invited brand ” and the “ host brand ”). To make this happen, it is good to share the same values; factors such as mission , vision or positioning in the minds of the consumer should be similar and shared .
Co-branding Spotify X Starbucks Co-branding activity between Spotify and Starbucks Co-branding can, however, represent a " double-edged sword ": we must be aware of the fact that the consumer could in the future continue to associate brand bottom with him ” also the other. This strategy works because it creates an even larger community ; fans of one brand find themselves sharing the same experience as lovers of another brand. Furthermore, inevitably, co-branding generates word of mouth , increases awareness , can reach new potential customers and generates greater trust in the brand. Depending on the objectives you want to achieve through the alliance, co-branding can take different forms . Let's see some successful examples: Co-branding based on communication : think of Uliveto and Rocchetta , who for years have chosen the television commercial and the slogan " waters of health " to position themselves in the health segment. However, what actually brings the two brands together is Morocco Phone Number communication (in fact, they are two distinct products). Product-based co-branding : a more intense type of collaboration since it consists of the innovation of a product, it has been exploited by Benetton and Barbie , with the creation of a clothing line and an edition of dolls with the same clothes. Co-branding based on ingredients : when you say “ grab someone by the throat ”; we experimented with Bauli x Limoncè or Milka x Philadelphia . Complementary co-branding : two brands so close that they merge with each other, such as Bialetti x Illy who created the “Cuor di Moka” coffee maker.
Rummo x Fendi co-branding Example of Rummo X Fendi co-branding The co-branding we didn't know we (didn't) need Have you ever learned of a co-branding activity between two brands that, from your personal experience or in your imagination, you found on two opposite poles of the earth ? Sometimes, it can happen that we are presented with an alliance that is so unexpected that it leads us to think “ but what does this have to do with each other? ”. It is certainly a courageous strategic decision but also a risky action; a "surprising" or "outside the box" co-branding is not always destined for success. Kendall + Kylie x OVS What seems like an algebraic operation is what, years ago, caused a lot of talk in the marketing world. The couple, made up of two luxury icons and a low-cost leader , does not seem to have managed to create a beautiful love story. In 2018, in fact, the Jenner sisters created a capsule of urban and sporty style clothes for OVS, a brand renowned for offering accessible prices. Therefore, two of the most famous and paid influencers in the world have teamed up with a " cheap " brand within everyone's reach. Seems inconsistent, right? Co-branding Kendall + Kylie x OVS
Co-branding Spotify X Starbucks Co-branding activity between Spotify and Starbucks Co-branding can, however, represent a " double-edged sword ": we must be aware of the fact that the consumer could in the future continue to associate brand bottom with him ” also the other. This strategy works because it creates an even larger community ; fans of one brand find themselves sharing the same experience as lovers of another brand. Furthermore, inevitably, co-branding generates word of mouth , increases awareness , can reach new potential customers and generates greater trust in the brand. Depending on the objectives you want to achieve through the alliance, co-branding can take different forms . Let's see some successful examples: Co-branding based on communication : think of Uliveto and Rocchetta , who for years have chosen the television commercial and the slogan " waters of health " to position themselves in the health segment. However, what actually brings the two brands together is Morocco Phone Number communication (in fact, they are two distinct products). Product-based co-branding : a more intense type of collaboration since it consists of the innovation of a product, it has been exploited by Benetton and Barbie , with the creation of a clothing line and an edition of dolls with the same clothes. Co-branding based on ingredients : when you say “ grab someone by the throat ”; we experimented with Bauli x Limoncè or Milka x Philadelphia . Complementary co-branding : two brands so close that they merge with each other, such as Bialetti x Illy who created the “Cuor di Moka” coffee maker.
Rummo x Fendi co-branding Example of Rummo X Fendi co-branding The co-branding we didn't know we (didn't) need Have you ever learned of a co-branding activity between two brands that, from your personal experience or in your imagination, you found on two opposite poles of the earth ? Sometimes, it can happen that we are presented with an alliance that is so unexpected that it leads us to think “ but what does this have to do with each other? ”. It is certainly a courageous strategic decision but also a risky action; a "surprising" or "outside the box" co-branding is not always destined for success. Kendall + Kylie x OVS What seems like an algebraic operation is what, years ago, caused a lot of talk in the marketing world. The couple, made up of two luxury icons and a low-cost leader , does not seem to have managed to create a beautiful love story. In 2018, in fact, the Jenner sisters created a capsule of urban and sporty style clothes for OVS, a brand renowned for offering accessible prices. Therefore, two of the most famous and paid influencers in the world have teamed up with a " cheap " brand within everyone's reach. Seems inconsistent, right? Co-branding Kendall + Kylie x OVS