Can you, please, explain me what is Co-Branding and give some examples.

Citibank:American Airlines:Visa Card

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 Kellogg’s
  • Coach edition of the Lexus ES series
  • Eddie Bauer edition of the Ford Explorer
  • Water by Culligan GE Profile Refrigerator
  • Pillsbury Brownies with Nestlé 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 marketplace’s expressed and latent needs.
  • Leverage one’s 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 co-brands, are a way of leveraging a corporation’s own strengths and softening its weaknesses via a joint effort with another firm.

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