can be an asset in nearly all aspects of marketing, from creating
initial awareness to building loyalty. Some approaches to co-branding
that companies may consider are:-
Promotional co-branding. Co-branding
began with endorsements. This approach can be a good beginning
point for organizations. It can result in significant brand enhancements
and sometimes lead to emergence of an unplanned opportunity.
Constituent co-branding. This method,
if used appropriately, could revel in lower investments than any
other co branding as it banks on the constituent's reputation.
A constituent brand's success relies on being distinct, either
by being a dominant brand or through patent protection.
Value chain co-branding. Other
players in the value chain can create new experiences for the
consumer, which, in turn, can create a level of customer value
and differentiation, which is normally not feasible in other cases.
Innovation-based co-branding. In
this approach, partners create entirely new offerings and provide
the potential to grow existing markets and create entirely new