The document discusses the benefits of co-branding between small and large businesses. It states that co-branding can help businesses succeed during difficult economic times by prompting collaboration. It also notes that small businesses can benefit from the increased visibility, reputation and resources that partnering with a larger company provides. Meanwhile, large companies can gain innovative ideas and a personalized approach by working with small businesses. The document advises researching potential partners and ensuring aligned goals for a successful partnership.

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Remedies
Co-branding in this economy increases your chance of business success because it prompts both
parties to work collaboratively in order to reach their goals. A 2005 survey of 154 senior marketing
executives underscored the findings of the McKinsey study "Turning Adversity into Advantage:
Does Proactive Marketing during a Recession Pay Off?"that was published in the International
Journal for Research in Marketing. The report pointed out that companies who took the initiative to
develop solid marketing strategies had a significant competitive advantage. Co-branding is just one
proactive marketing strategy that could help your business succeed for the long-term.

2. If you are a small business, partnering with a bigger company is essential for long-term success.
The advantage you provide for the bigger company comes down to the fact that you don't have the
big budget, and have a very out-of-the-box, even grassroots approach. They can help you get the
increased visibility you need for your target market, while leveraging your team for resources they
may not have in house. If you partner with a mid-large size company, their reputation and status will
help you push your business forward. In both cases, your goal should be to provide the larger
company with creative ideas on ways to cut costs and be more efficient with their time and
resources. Give them a chance to see your passion for the industry and your ability to look past the
economic climate as you reach out to your core customers in a way that is most desirable to them.
You need to work on convincing them that working with you will help cut costs and provide value for
their organization.

3. If you are the mid- to large-sized company, you have the upper hand because of your resources,
reputation and brand name. Working with a small business can help you gain a fresh perspective
and insight on finding quality leads instead of quantity, and fine-tuning your business operations so
that you are using a more personalized approach. In most cases, a small business has fewer
clients than a mid to large-sized business, has smaller funds, and may be much more focused on
nurturing intimate relationships with your target market. This is an excellent opportunity to learn
about your target customers from the perspective of a business who truly understands their clients
on a personal level.

4. Do some research. Learn as much Attract and Keep Heras possible about the company you are
interested in working with, or any companies that are pursuing you for a partnership. Find out what
their goals are, and what type of track record they have with customers and clients. Remember that
any business that has a poor track record will reflect negatively on your own business if you chose
to partner with them. Prioritize your goals. Define exactly what you hope to accomplish by working
with this other business, and what they may want from you. Make sure they truly are the right fit for
your company, because you will need to work on aligning your goals and objectives with theirs in
order for the partnership to be a successful one.
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