There are many different sub-sections of co-branding. Companies can work with other companies to combine resources and leverage individual core competencies, or they can use current resources within one company to promote multiple products at once. The forms of co-branding include: ingredient co-branding, same-company co-branding, joint venture co-branding, and multiple sponsor co-branding. No matter which form a company chooses to use, the purpose is to respond to the changing marketplace, build one’s own core competencies, and work to increase product revenues.
One form of co-branding is ingredient co-branding. This involves creating brand equity for materials, components or parts that are contained within other products.
• Betty Crocker’s brownie mix includes Hershey’s chocolate syrup
• Pillsbury Brownies with Nestle Chocolate
Another form of co-branding is same-company co-branding. This is when a company with more than one product promotes their own brands together simultaneously.
• Kraft Lunchables and Oscar Mayer meats
Joint venture co-branding is another form of co-branding defined as two or more companies going for a strategic alliance to present a product to the target audience.
• 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
Finally, there is 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.
• Citibank/American Airlines/Visa credit card partnership
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