STRATEGY

Setting

Chapter 11

HOW can companies combine

products to create strong

co-brands or ingredient

brands?

CO-BRANDING

Co-branding is process in which

two or more well-established

brands are combined into a joint

product

Co-Branding can open

opportunities for new

consumers and channels,

reduces the cost of product

introduction and speeds

adoption.

What are the ways of co-branding ?

SAME COMPANY CO-

BRANDING

Eureka Forbes promotes its

Aquaguard and vacuum

cleaner jointly.

JOINT-VENTURE

CO-BRANDING

Citi Bank and

Indian Oil credit

cards.

RETAIL

CO-BRANDING

Where two or more retail-

establishments use the same

location to optimize space and

profits.

INGREDIENT

BRANDING

A special case of co-branding. It

creates brand equity for

materials, parts or components

that are contained within other

brand products.

Sony camera contains finished CARL

ZEISS lens contained in it.

Sells its own bed and

showers as ‘Heavenly Bed’ and ‘Heavenly Showers’.

Self-brand ingredients:

These slides were created by Ankit Kumar, IIT

Delhi, during a Marketing internship by Prof.

Sameer Mathur, IIM Lucknow