co-branding

(noun)

the combination of two or more well-known brands for marketing purposes, to strengthen one another's preference or purchase intentions, or to reach a broader audience

Related Terms

  • Trademark
  • Branding

Examples of co-branding in the following topics:

  • Channel Partnering

    • This is usually done through a co-branding relationship.
    • Co-branding refers to several different marketing arrangements.
    • Co-branding, also called brand partnership, is when two companies form an alliance to work together, creating marketing synergy.
    • The term co-branding is relatively new to the business vocabulary and is used to encompass a wide range of marketing activity involving the use of two (and sometimes more) brands.
    • This is an example of a bank co-branding with a Starbucks.
  • Branding Strategies

    • "No brand" branding may be construed as a type of branding as the product is made conspicuous through the absence of a brand name.
    • Personal branding treats persons and their careers as brands.
    • Faith branding treats religious figures and organizations as brands.
    • Kool-Aid is an individual brand that competes with Kraft's other brand (Tang).
    • Tang is an individual brand that competes with Kraft's other brand (Kool-Aid).
  • Consumer Awareness

    • Two components comprise brand awareness: brand recall and the consumer recognition of the brand.
    • Brand recall is the ability of consumers to remember brands with reference to the product.
    • Similarly, brand recognition is the potential of consumers to retrieve past knowledge of the brand when asked or shown an image of the brand logo.
    • Brand awareness is an essential part of brand development, helping brands stand out from competitors.
    • Effective marketing campaigns that increase brand awareness also eliminate confusion between similar brands, as well as inconsistencies that may arise in brand extensions under single brands.
  • Branding

    • A concept brand is a brand associated with an abstract concept like breast cancer awareness or environmentalism.
    • A commodity brand is a brand associated with a commodity.
    • " is an example of a commodity brand.
    • A brand which is widely known in the marketplace acquires brand recognition.
    • This is in contrast to the brand image, a customer's mental picture of a brand.
  • Making Appropriate Changes to Product, Placement, Promotion, and Pricing

    • Nintendo Co., Ltd.
    • Indeed, all businesses seek to implement a marketing mix that increases revenues and profit, expands brand awareness, and builds customer bases.
    • However, product changes can be prompted by social media activity from stakeholders outside a brand's consumer base.
    • Consumers intentionally and unintentionally use social media to purchase, evaluate and ultimately influence a brand's marketing mix.
    • Explain how the World Wide Web has changed the way brands target consumers and position their brand in the marketplace
  • Brands and Brand Lines

    • Brand line is a marketing term used to describe all the products sold under a single brand name.
    • Another form of brand extension is a licensed brand extension.
    • What is the Purpose of a Brand Line or Brand Extension?
    • Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity.
    • Diet Coke is a brand line extension of the Coca Cola Brand.
  • Naming Brands

    • A brand name is the part of the brand that can be vocalized.
    • A strict manufacturer's branding policy under which a producer can only manufacture merchandise under his own brand
    • An exclusive distributor's brand policy where a producer does not have a brand of his own but agrees to sell his products only to a particular distributor and carry his brand name (typically employed by private brands)
    • Tang is an individual brand that competes with Kraft's other brand (Kool-Aid).
    • Discuss the purpose of a brand name, and the process of researching and selecting a brand name
  • Types of Brands

    • The different types of brands include: individual products, product ranges, services, organizations, persons, individuals, groups, events, geographic places, private label brands, media, and e-brands.
    • Another type of brand is an organization.
    • A person can also be considered a brand.
    • Product, service and other brands realize the power of event brands and seek to have their brands associated with the event brands.
    • Private label brands, also called own brands, or store brands, exist among retailers that possess a particularly strong identity (such as Save-A-Lot).
  • Brand Ownership

    • Brand Ownership means building a brand that reflects your values and persuades consumers to believe in and purchase your product.
    • Brand ownership is about building, developing and sustaining a brand that reflects your principles and values and which effectively persuades consumers to believe in and purchase your product/service.
    • In order to really own your brand, you must have a clear understanding of where your brand stands in the marketplace today, and a concrete strategy that outlines how you wish to manage and grow your brand moving forward.
    • Equally important is understanding what makes your brand different.
    • A brand owner may seek to protect proprietary rights in relation to a brand by registering the trademark such that it becomes a "Registered Trademark. " Also, a firm or licensor can also grant the right to use their brand name, patents or sales knowledge in exchange for some form of payment.
  • Value of Branding

    • "Branding is a way to create an emotional connection with a specific audience. " - Troika, a network branding company.
    • What is the Purpose of Branding and Why Is It So Important?
    • Branding involves researching, developing, and implementing brand names, brand marks, trade characters, and trademarks.
    • Branding is crucial to the success of any tangible product.
    • For example, Starbucks is a brand known its premium coffee.
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