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How can companies combine products to create strong co-brands or ingredient brands?
By: Kartik SinglaIndian Institute of Technology(BHU), Varanasi
Joint venture co-branding
Two different companies form a strategic alliance to present a product together in
the market.
Movie makers generally use co-branding to generate revenue before any movie is released.
The lead actors of the movie are well known brands.
The customers expectations from
co-branding is really high , so unsatisfactory performance
can damage brand image of both the
companies.
Ingredient branding
A special case of co-branding where a company creates brand equity for
components that are contained within other branded
products.
Ingredient branding
Should make the customers believe that ingredient matters to the performance
and success of end product.
Ingredient branding
Must have a distinctive logo which must signal that the host product contains the ingredient.