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Co-Branding

Mr.Aditya Aswalkar A1502. Co-Branding. PIRENS IBMA. Contents. Definition. Co-Branding in the Indian Perspective. Benefits of Co-Branding. Risks Involved. Conclusion. PIRENS IBMA. Definition.

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Co-Branding

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  1. Mr.Aditya Aswalkar A1502 Co-Branding PIRENS IBMA

  2. Contents • Definition. • Co-Branding in the Indian Perspective. • Benefits of Co-Branding. • Risks Involved. • Conclusion. PIRENS IBMA

  3. Definition Kotler, Philip(2003) defines Co-Branding as “two or more brands combined in a offer” and each brand sponsor expects that the other brand name will strengthen the brand’s preference or purchase intention and hopes to teach a new audience. PIRENS IBMA

  4. Types of Co-Branding • Same company Co-Branding:- The company advertises their own brands together. Eg:- H.L.L promoting Liril and Close-up together. • Joint Venture Co-Branding:-Two or more companies going for the strategic alliance in marketing an offer to the target. Eg:- Wipro(Indian) and ACER( Taiwan) joining hands to sell laptops in the INDIAN market. PIRENS IBMA

  5. Types of Co-Branding • Multipurpose Co-Branding:- Two or more companies coming together for strategic alliance in technology, distribution,promotion. Eg:- Taligent is a technological alliance between Apple, IBM and Motorola • Ingredient Co-Branding:- Manufactures who produce the components of the final products, go for promoting their brand with an eye on the replacement market. Eg:- MRF had gone for Co-Branding with the Maruti, Opel Astra, Cielo and Fiat Uno PIRENS IBMA

  6. Co-Branding in the Indian Perspective • GE money going for a strategic alliance with Indian Railway category and tourism Corporation Ltd. through the SBI card, its joint venture with SBI. • Idea Cellular and HDFC Bank launched two Co-Branded cards providing various benefits to the benefits of the both. • Andhra Bank and Hindustan Petroleum also launched their Co-Branded card. • Also, Andhra Bank and ICFAI are also using the strategies of Co-Branding. PIRENS IBMA

  7. Benefits of Co-Branding • Many line extensions capitalize on partner’s brand equity. • Brand Extensions success rates are maximized in the market when co-branded with the reputed brand that has established itself in that market. • Co-Branding may help the usage extension • Image reinforcement may take place due to co-branding • Loyalty programs increasingly include Co-Branding arrangements. • Co-Branding signals a trade marketing operation. • Capitalizing the synergistic effect. PIRENS IBMA

  8. Risks Involved • The following are the risks involved in Co-Branding:- • Proper selection of the partner. • There should be a proper fit existing within the Co-Branding companies. • There should be proper analyzing of the values of the alliance brand and its image. PIRENS IBMA

  9. Conclusion Co-Branding can be done in various combinations between national brands, regional brands, world brands, individual brands or with the intangible product like services. There has to be a WIN-WIN situation for both the companies. In an era of globalization, liberalization and intense competition to give a distinct identification to their brands, companies by the effective utilization of Co-Branding. PIRENS IBMA

  10. Epilogue • Books used:- Indian Journal of Marketing/June 2008/Pg:29. PIRENS IBMA

  11. Thank You..!! PIRENS IBMA

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