SwipeTown Academy

• Brands have known how to create synergy, create links, share interests and found societies that make them stronger.

Co-Branding, Its Benefits, Examples And Ways To Develop It

• Alliances between brands allow different companies to enhance their presence before the consumer.
• Co-branding is also synonymous with synergies in product qualities and integration of different technologies to generate new developments.

Throughout the history of advertising, brands have known how to make synergy, build links, share interests and found societies that make them stronger, increase their sales and enhance their media presence. This type of action is known as co-branding.

There are many examples, which describe alliances that allow different companies to enhance their presence to the consumer, but also generate synergies and elevate the qualities of their products, for example, when different technologies are capable of generating new developments.

This was the alliance, a couple of decades ago, of automotive brands such as Renault, Nissan and Mitsubishi, three technological giants and the automotive world that generated a synergy that remains today, which allowed to share since 1999 different commercial objectives that today support globally.

But these alliances do not necessarily have to be between brands that share the same market and are dedicated to sell the same type of products, but it is common that different twists meet to offer different products that complement the consumer experiences.

The American brands Krispy Kreme, for example, weaves an alliance with their fellow countrymen Mattel and Barbie by releasing a commemorative donuts for the 60th anniversary of the release of the famous doll.

In addition, for example, in the Mexican market, this alliance provides dynamics for consumers of these products to gain experiences, such as a night in a special Barbie suite at the Ciudad de Mexico’s Hilton Hotel.

This is an example in which two brands that do not seem to have much in common can generate opportunities from marketing to achieve a better projection and have the possibility of expanding its market.

In order for co-branding actions and alliances between brands to produce favorable results, it is better to know how to develop these types of opportunities.

Below are some recommendations for strengthening brands using this marketing modality

Co-Branding, Its Benefits, Examples And Ways To Develop It

1. Analyzes the possibilities of success.

Analyze if the union between brands is really beneficial for both or damages one or both of them.

The co-branding strategy must be able to deepen the possible scenarios before the union of the brands and the opinion that the consumer perceives about it.

By transferring this set of attributes and values to an Equities map, we will be able to obtain a closer approximation to the new scenario.

2. Defines the role that each brand should follow

For each of the brands that are integrated into a co-branding strategy to obtain benefits, it is very important to promote communication between the parties in which it must be clear the role played by each brand.

3. Calculate costs and benefits

A preliminary analysis of the chances of success and also of failure of such a synergy should be developed. consideration should be given to the short, medium and long term.

The reaction of the consumer must also be anticipated by means of focus groups and other measurement tools.