{"id":13892,"date":"2017-10-11T08:00:00","date_gmt":"2017-10-11T08:00:00","guid":{"rendered":"https:\/\/amaraproyectos.com\/amara\/sin-categorizar\/what-is-co-branding-collaborative-strategies\/"},"modified":"2017-10-11T08:00:00","modified_gmt":"2017-10-11T08:00:00","slug":"what-is-co-branding-collaborative-strategies","status":"publish","type":"post","link":"https:\/\/amara-marketing.com\/en\/smb-marketing-blog\/what-is-co-branding-collaborative-strategies\/","title":{"rendered":"What is co-branding? Collaborative strategies for your company."},"content":{"rendered":"
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The most common co-branding is the one in which two brands are united in the same product. For example, Marcilla and Philips joined forces to create a single-serve coffee maker. Philips provided the technology<\/strong> and design<\/strong>, and Marcilla created the single-dose capsules for this new product called Senseo. In this way, they created a product in response to a new demand.<\/p>\n

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\"Philips<\/p>\n

When to look for a collaborative strategy?<\/strong><\/h3>\n

Some brands seek to join forces with other stronger brands when they are going through a crisis moment<\/strong>. It is a way to go back to the market backed by a brand with more visibility or a better reputation.<\/p>\n

Both parties must be very clear about the image of the potential collaborating brands before reaching any agreement. In the same way that the good positioning<\/strong> of one brand can help the other, it can also be harmed by co-branding.<\/p>\n

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Co-brading objectives<\/strong><\/h3>\n

Stays in the consumer’s mind<\/strong><\/h4>\n

Undoubtedly, getting back in the consumer’s mind is one of the main objectives of brands that embark on a collaborative strategy<\/strong>. Co branding can bring your brand back to life or give it the boost it needs to reach a wider audience and become known.<\/p>\n

Obtaining profitability<\/span><\/strong><\/h4>\n

Of course, getting a return on<\/strong> this new product resurgence from both brands is an essential point to take into account. In this aspect, it is essential to reach a prior agreement with the other brand: how will the profits<\/strong> be shared between both parties?<\/span><\/p>\n

Highlighting complementary values<\/strong><\/h4>\n

By pairing your product with another brand, you will surely be giving them a vision that the consumer did not have before. In this way, you will be complementing your product with values that perhaps it could not stand out on its own.<\/p>\n

Aspects to take into account before cobranding<\/strong><\/h3>\n

As we can see, co-branding must make sense. No two brands can be joined together. In addition, many aspects must be taken into account, such as design<\/strong> and packaging<\/strong>.<\/p>\n

The design of the new product, the result of the union of two brands, is a key factor in its success. Creating a good packaging, designed for the new product but at the same time maintaining the values of both parties, is not an easy task. The design of a product born out of co-branding can be decisive for the success or failure of the collaboration.<\/p>\n

It must be clear which product is being sold and both brands must provide the same values<\/strong>, so that the consumer is not confused. For example, in the case of the union of Philadelphia and Milka, <\/span>we have a brand (Philadephia) that often offers light or low-salt products, focused on taking care of the consumer’s line and health. To these values, we now add in co-branding a chocolate brand (Milka) and it is very possible that the consumer<\/strong> will be confused. He used to buy that product because it was healthy and now it is no longer healthy!<\/p>\n

\"philadelphia<\/p>\n

Successful cases of cobranding<\/h3>\n

Cobranding between Braun and Oral-B<\/strong><\/h4>\n

This is a clear example of successful cobranding. Can anything be more related than a toothbrush and toothpaste? So Braun, when deciding to release an electric toothbrush, had no doubt that a good choice would be to partner with a brand as well known in the market as Oral-B. In fact, we would dare to say that in this product, Oral-B is the brand that stands out the most because, after all, it is the best known by the target<\/em>.<\/p>\n

\"oral<\/p>\n

Cobranding between Nike and iPod<\/strong><\/h4>\n

This would be an example of the union of two brands that match perfectly thanks to the target audience, a young audience that is up to date with the latest technology. Both are very strong companies, with a high level of consumer loyalty. A major sports brand is seeking the collaboration of the technological giant Apple to launch a product, of course, for sportsmen and women who love music and the latest technology. In short, the perfect union.<\/span><\/p>\n

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