Internet Marketing Strategy
Introduction The internet is considered as a channel partner. Hence online marketing is to be considered as a channel marketing strategy. An Organization needs to define specific objective from internet marketing and building communications as well as scheme around it. Internet marketing is one form customer touch point where companies directly interact with existing as […]
Relationship Networks – Customer and Supplier Networks
Selling and Marketing is no longer the same what it used to be few decades ago. Traditional methods of sales and promotions have long been relegated to history. Technology, Internet as well as globalization have redefined every aspect of Marketing and Sales. Organizations have realised the importance of being in tune with the markets and […]
Why Do Brands Have Extensions?
As the business environment is changing, the profile of the organizations as well as the way of conducting business is changing too. Use of technology and globalization has changed everything about business. Marketing is no longer what it used to be. Online marketing has changed the face of conventional marketing and both are incomparable by […]
Strategic Management Process – Meaning, its Steps and Components
The strategic management process means defining the organization’s strategy. It is also defined as the process by which managers make a choice of a set of strategies for the organization that will enable it to achieve better performance. Strategic management is a continuous process that appraises the business and industries in which the organization is […]
Pre-Selling Process – Solution Presentation
Selling methods and process has undergone a lot of changes in the recent times. Gone are the days when a salesman would carry his bag and meet with the customers to explain and demonstrate the product to the customers. Today, the marketing or sales process as well as the customer profiles has changed. Technology especially […]
Co branding is the utilization of two or more brands to name a new product. The ingredient brands help each other to achieve their aims. The overall synchronization between the brand pair and the new product has to be kept in mind.
Example of co-branding - Citibank co-branded with MTV to launch a co-branded debit card. This card is beneficial to customers who can avail benefits at specific outlets called MTV Citibank club.
Co-branding is of two types: Ingredient co-branding and Composite co-branding.
For instance - Dell computers has co-branding strategy with Intel processors. The brands which are ingredients are usually the company’s biggest buyers or present suppliers. The ingredient brand should be unique. It should either be a major brand or should be protected by a patent.
Ingredient co-branding leads to better quality products, superior promotions, more access to distribution channel and greater profits. The seller of ingredient brand enjoys long-term customer relations. The brand manufacture can benefit by having a competitive advantage and the retailer can benefit by enjoying a promotional help from ingredient brand.
Co-branding has various advantages, such as:
But co-branding is not free from limitations.
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