In co-branding—also called dual branding or brand bundling—two or more well known brands are combined into a joint product or marketed together in some fashion.

The main advantage of co-branding is that a product can be

convincingly positioned by virtue of the multiple brands.

Co-branding can generate greater sales from the existing market and open opportunities for new consumers and channels.

The potential disadvantages of co-branding are the risks and lack of control in becoming aligned with another brand in consumers’ minds.

T h e m o s t i m p o r t a n t r e q u i r e m e n t i s a l o g i c a l f i t b e t w e e n t h e t w o b r a n d s ,

t o m a x i m i z e t h e a d v a n t a g e s o f e a c h w h i l e m i n i m i z i n g d i s a d v a n t a g e s .

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INGREDIENT BRANDING

Ingredient branding is a special case of co-branding. It creates brand equity for materials, components, or parts that are necessarily contained within other branded products.

1. Consumers must believe the ingredient matters to the performance and success of the end product.

2. Consumers must be convinced that not all ingredient brands are the same and that the ingredient is superior.

4. A coordinated “pull” and “push” program must help consumers understand the advantages of the branded ingredient.