This series constitutes co-branding and corporate branding, where student will study how the brand partnership and corporate branding can result in making an image in the mind of customers.

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Co- Branding and Corporate
branding

2. Co-Branding :- meaning
 It is refers to several marketing arrangements
 It is also known as brand partnership
 Co-branding is the practice of using multiple brand names together on a single
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product or service.
 Co-branding is an umbrella term for many relationship branding connections.
 “Co-branding is the use of one or more trademarks from two or more companies
for the marketing of specific goods, services or events."

3. Levels of Co-branding
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 There are three levels :
 Market share : "Market share is the percentage of a market in terms of
revenue accounted for by a specific entity. It includes joining with another
company to penetrate market.
 Brand extension : Brand extension or brand stretching is a marketing strategy
in which a firm marketing a product with a well-developed image uses the
same brand name in a different product category.
 Global branding : it tries to achieve a global strategy by combining two
brands

4. Forms of Co-branding
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1. Ingredient co-branding : This involves creating brand equity for materials,
components or parts that are contained within other products
 Ingredient co-branding takes a special position in marketing, as it cannot be
clearly allocated to either industrial or consumer goods marketing

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2. Same company co-branding : when a company with more than one
product promotes their own brands together simultaneously
• Two companies with two different markets create a product that will target
a specific audience

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3. Joint venture co-branding : Two or more companies going for a strategic
alliance to present a product to the target audience.
Example: British Airways and Citibank formed a partnership offering a credit
card where the card owner will automatically become a member of the British
Airways Executive club
4. Multiple sponsor co-branding. This form of co-branding involves two or
more companies working together to form a strategic alliance in technology,
promotions, sales, etc.
Example: Citibank/American Airlines/Visa credit card partnership

7. Advantages
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 Co-branding has various advantages, such as - risk-sharing, generation of
royalty income, more sales income, greater customer trust on the product,
better product image by association with another renowned brand, and greater
access to new sources of finance.
 It should be relevant to the consumer view. In another word, it should be
innovative and bring an advantage to the end user.
 It could be the association of unexpected brands, such as Opel and Durex, in
order to differentiate one of the brands or both form their competitors which is
the case for Opel in the cars market.

8. Disadvantages
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 Co-branding may fail when the two products have different market and are
entirely different. If there is difference in visions and missions of the two
companies, then also composite branding may fail.
 If the customers associate any adverse experience with a constituent brand,
then it may damage the total brand equity.
 Negative issues may arise from mishaps against a brand’s integrity and
reputation.
 Forging a misalliance with another brand who cannot keep up with
consumers’ demands, since such inability will tend to drag down the other
brand’s reputation.

9. Corporate branding :- meaning
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 Corporate branding is the practice of using a company's name as a product
brand name.
 It is an attempt to use corporate brand equity to create brand recognition.
 It is a type of family branding or umbrella brand.
 Corporate branding is not limited to a specific mark or name.
 For example, Disney includes the word "Disney" in the name of many of its
products

10. Importance of corporate branding
 A basic tenant of marketing is the establishment of a brand identity for products
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and services.
 Branding needs are not limited solely to the marketing of products.
 Corporate branding helps customers relate to a business and identify a wide
range of product offers over time.
 Effective branding minimizes the need for large marketing initiates for every
new product as the consumer has a pre-set understanding of the product’s
quality, reliability and purpose.

11. Importance of corporate branding
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 Company Personality : Effective corporate branding defines a business’s
personality.
 These attributes allow customers to identify and relate to a company by
giving it recognizable, even human-like, qualities.
 Customers who can relate to a company make an emotional attachment.
 Strong connections lead to high customer loyalty, increased profits and
beneficial word-of-mouth advertising.

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 Long-term Planning : Establishing a corporate brand requires a
commitment to a long-term plan for marketing and product consistency.
 Focusing on the future, while managing day-to-day operations, helps focus
on quality, orient employee energy and drive the company toward a shared
vision.
 The corporate brand influences both the core of the company as much as the
customers.
 Identification : A colour scheme, logo and consistent imagery allow
customers, partners and employees to immediately recognize products or
company information.
 The images help to maintain consistency between product lines, version
changes and different markets.
 Effective corporate branding helps the “image” of the company stick in the
mind of the consumer.

13.  Targeting : Corporate branding allows marketing efforts to easily target the
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most appropriate segments for product offers.
 The branding distinguishes a company by lifestyle, geography and socio-economic
factors.
 Branding helps consumers select products appropriate for their needs, desires or
wants.
 The branding also supports the pricing strategy for the target market
 Market Share : Expanding into new geographic markets or consumer segments
is challenging, especially if competition is already high.
 An established, known brand requires less marketing effort to sell the company,
products and services to a new market.
 A strong brand image identify with a quality product , may infiltrate an
established market and quickly take market share and increase the company’s
profits.

14. Summary of corporate branding
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 A marketing strategy won’t come into full circle without the proper
corporate identity and branding implemented on all your promotional tools.
 Think of your branding as means to get into the consciousness of your target
audiences.

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