Co-branding is a brand management tactic that brings together

two or more brands, creating a stronger brand presence than

can be provided by either brand alone.The objective of co-branding is to

develop marketing leverageby combining complimentary elements of

each brand’s equity tocreate a distinctive, compelling offer to

consumers.

Shared Product Equity Co-Branding Ingredient Co-BrandingValue –chain Co-BrandingPromotional Co-Branding Innovation Co-Branding

more brands used on a peer or equal basis

providing related and distinctive value to the joint

branded offering through an association of product

technologies. An example would be JELL-O and

Oreo pudding snacks and JELL-O and Chips Ahoy!

No-Bake dessert. Most often the brand identities

comprising the co-branded effort share equal

prominence in the identity structure.

one or more of the brands provides a distinctive ingredient or

component to the primary or carrier brand. In this case, the

ingredient brand is subordinate to the carrier brand. Examples

include Gateway Computer with Intel chips (ingredient brand) and

Clorox cleaner with Teflon. In all cases the ingredient brand’s identity

structure is subordinate to the carrier brand in the co-branded identity

structure.

Co-branding began with endorsements.

good beginning point for organizations

and can result in significant brand enhancement

and sometimes even an unplanned opportunity.

Promotional/sponsorship co-

branding

Product-service co-branding

•Supplier-retailer co-branding

•Alliance co-branding

Innovation-Based Co-Branding

Dilution :brand loses its meaning to customers

Devaluation :

amalgamation of two or more brands product has a unique appeal defining their customer

Benefits of Co branding1. to create financial benefits;  2. to provide customers with greater value;  3. to improve on a property's overall image;  4. to strengthen an operation's competitive position; and  5. to create operational advantages. 

“mix the old wines in a newer bottle!!! “