how can companies combine products to create strong co brands or ingredient brands
TRANSCRIPT
SETTING PRODUCT STRATEGY
How can companies combine products to create strong co-brands or ingredient brands?
CO-BRANDING
Two or more popular brands are combined and marketed together as a joint product
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 same location to optimize profits
BENEFITS
Co- Branding can induce greater sales and reduce the cost of product introduction
CAUTION
Unsatisfactory performance can damage brand images of both the companies
INGREDIENT BRANDING
A special case of co-branding where company creates brand equity for components that are contained within other branded products
THANK YOU
DISCLAIMER
These slides were created by Deepak Madan, BITS Pilani, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )