If We Do Not Change Direction, We Will End Up in the Same Place that the Crisis is Taking Us
Confronting a No-Growth Economy The main problem facing the global economy is that growth has stalled and excessive money printing has led to inflation. There is a saying which goes something like this, if you do not change direction, you are likely to end up in the same place that your life is taking you […]
Establishing Business Goals and Measurement is Necessary Before Embarking on E Marketing Implementation
Setting up a web page and promoting online business has become a necessity for all business organisations, irrespective of the size of the organisation and the business. Every minute, several thousands of people from all over the world are accessing the internet and searching for products and information. A few hundred of them could be […]
A Comparative Analysis: Product versus Service Retailing; Wholesaling versus Retailing
Difference between Product and Service Retailing Products are tangible in nature, whereas services are intangible in nature. Hence, various aspects such as quality, timeliness, behaviour, and knowledge of the service delivery professional, service customizations as per the requirement of the customer and use of technological support for improving key processes and enhancing the consumer experience, […]
What is Societal Marketing? Examples and Benefits
Societal Marketing is based on the principle of societal welfare. It emphasizes that an organization must make strategic marketing decisions keeping in mind the consumer wants, the organizational needs and most important the long term interests of the society. Societal Marketing is nothing but an outgrowth of the principles of Corporate Social Responsibility and Sustainable […]
Dynamic Capabilities and Competitive Advantage
Introduction The primary problem in the field of strategic management is to answer the question on how firms attain and maintain the competitive advantage. The phenomenon of globalization has resulted in competitive battles fought on a trans-national basis especially in high-technology industries such as information systems services, and software. These globalized forms of competition have […]
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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