What is co-branding, and what are some examples?
Co-branding occurs when two or more brand names function together in creating a new product. Examples of co-branding range from credit cards to cereal to automobiles: AT&T Universal Master Card Citibank/American Airlines/Visa Card Healthy Choice Cereal by Kelloggs Coach edition of the Lexus ES series Eddie Bauer edition of the Ford Explorer Water by Culligan GE Profile Refrigerator Pillsbury Brownies with Nestl Chocolate Braun/Oral-B Plaque Remover A genuine co-branding campaign has each company that is involved consistently focused on achieving the following goals: Respond to the marketplaces expressed and latent needs. Leverage ones own core competencies. Create a new product to increase corporate revenues. Increase product salience to the consumer. In the online world there have been fewer co-branding successes. Furthermore, many online companies think they are pursuing co-branding when in fact they are pursuing strategic partnerships. Partnerships, which have different goals than c
