How can companies combine products to create strong co-brands or ingredient brands ?

How can companies combine products to create strong co-brands or ingredient brands ?

MARKETERS COMBINE THEIR PRODUCTS WITH THE PRODUCTS OF

OTHER FIRMS…..

BRANDING

INGRDIENT BRANDING

CO-BRANDING

I. CO-BRANDING

TYPES OF CO-BRANDING

I.1 SAME COMPANY CO-BRANDING

I.2 JOINT VENTURE CO-BRANDING

I.3 MULTIPLE SPONSOR CO-BRANDING

I.4 RETAIL CO-BRANDING

ADVANTAGES

1. POSITIONING BY VIRTUE OF MULTIPLE BRANDS

2. GENERATES GREATER SALES

3. OPENS UP NEW OPPURTUNITIES

4. REDUCE COST OF PRODUCT INTRODUCTION

DIS-ADVANTAGES

1. LACK OF CONTROL

2. CONSUMER EXPECTATION IS HIGH

3. OVER-EXPOSURE MAY DILUTE THE TRANSFER

“GIVING AWAY YOUR BRAND IS JUST LIKE GIVING AWAY YOUR

CHILD”

II. INGRDIENTBRANDIN

G

SELF BRANDING INGREDIENTS

AND WHAT CAN BE A BETTER EXAMPLE…

1. INGRDIENTS MATTER TO PERFORMANCE AND SUCCESS2. DISTINCTIVE SYMBOL OR LOGO

3. COORDINATED “PULL” & “PUSH” PROGRAM

REQUISITES OF SUCCESSFUL INGREDIENT BRANDING

4. NOT ALL INGRDIENTS BRAND ARE THE SAME

PROF. SAMEER MATHURIndian Institute Of Management, Lucknow

Professor in Marketingwww.IIMInternship.com

Created By;

SIDHANT PATINATIONAL INSTITUTE OF

TECHNOLOGY, ROURKELA

As an intern, under the guidance of,