Co-branding is a powerful marketing strategy that can help businesses expand their reach and increase their customer base.
By partnering with another brand, companies can combine their strengths and create unique products or services that appeal to a wider audience and multiply their joint benefits.
Co-branding can be a win-win situation for both parties, increasing brand power and revenue. If you’re looking to leverage co-branding for your business, there are several vital steps to remember.
However, co-branding is not without its challenges. Choosing the right partner, ensuring brand alignment, and managing the logistics of the partnership can be complex and time-consuming.
In this blog post, we’ll explore the benefits and risks of co-branding. We’ll also examine some of the finest examples of brands that have shown us how to do co-branding with great success.
This post is part of a cluster posts series related to “Branding: The Practical Guide For Brand Owners.“
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Co-branding, also known as a brand partnership, is a marketing strategy that involves two or more brands working together to create a new product or service that leverages the strengths of each brand.
The idea behind co-branding is that companies can expand their reach, tap into new markets, and create a more compelling value proposition for their customers by partnering with another brand. Co-branding can take many forms, from product collaborations to joint marketing campaigns, and can be applied to businesses of all sizes and industries.
The benefits of co-branding include increased brand awareness, enhanced credibility, and access to new customer segments. Businesses can leverage the other brand’s expertise, resources, and customer base to create a more impactful and successful campaign by partnering with another brand.
Co-branding is an important concept because it allows businesses to achieve their goals more effectively and efficiently by collaborating with other like-minded brands. By working together, brands can not just add to their brand power –they can multiply their influence, reach new audiences, and ultimately drive growth and success for their businesses.
Co-branding can offer several benefits to your business, some of which include the following:
Businesses should consider co-branding when they want to achieve their business goals more effectively and efficiently by leveraging the strengths of another brand. Some common reasons why businesses may consider co-branding include:
Developing a successful co-branding strategy involves several key steps, including:
Developing a successful co-branding strategy requires careful planning, clear communication, and a willingness to work collaboratively with your partner.
Implementing a co-branding plan involves particular attention to a few key steps, including:
If you love quotes from people who matter, here are a few about the incredible benefits of co-branding to any business of any size. These quotes have been handpicked because they seem to have got the advantages down pat.
"Co-branding can be a smart strategy for businesses looking to create a competitive advantage in their industry. By collaborating with another brand, businesses can differentiate their products or services from competitors and offer a more compelling value proposition to customers. Additionally, co-branding can help businesses expand their reach and increase their market share, leading to long-term growth and success."
"Co-branding is a great way to create a halo effect around your brand and build credibility with customers. When you partner with another brand, you're essentially tapping into their loyal customer base and borrowing some of their trust and reputation. This can help you gain traction more quickly and effectively than you would be able to on your own."
GoPro and Red Bull have had multiple co-branding partnerships over the years, but one of their most notable collaborations was the launch of the HERO6 Black camera in September 2017.
Red Bull and GoPro teamed up to produce a limited edition Red Bull-branded version of the HERO6 Black camera, designed to capture high-quality footage of extreme sports and other adventurous activities. The camera featured Red Bull’s logo on the front and came bundled with an exclusive Red Bull-themed case and a unique editing software package.
The partnership between GoPro and Red Bull made sense, given that the two companies focused on adventure sports and extreme activities. Red Bull has a long history of sponsoring and promoting high-adrenaline events. At the same time, GoPro has become known for its rugged and versatile cameras that are perfect for capturing such events.
By co-branding the HERO6 Black, the two companies could tap into each other’s customer bases and create a unique and compelling product that appealed to adventure enthusiasts and extreme sports fans.
This fascinating video from Marketing Trends (brought to you by Salesforce Marketing Cloud), getting Paul Crandell to talk of the co-branding energy between Go Pro and Red Bull is awesome. You can feel the high energy emanating from their strategy just by watching this video.
The BMW and Louis Vuitton co-branding was a collaboration between the two companies to create a set of bespoke luggage for the BMW i8 hybrid sports car. The project was announced in 2014, and the luggage set was unveiled at the Paris Motor Show later that year.
The luggage set was designed to complement the sleek and futuristic design of the BMW i8 and was made from high-quality materials, including carbon fiber and leather. The set included two travel bags, a business case, and a garment bag, each of which was custom-designed to fit perfectly in the trunk of the BMW i8.
The collaboration between BMW and Louis Vuitton was a natural fit, as both brands are known for their high-end luxury products and commitment to quality and innovation. By creating a set of bespoke luggage for the BMW i8, the two companies started a unique and exclusive product that appealed to the discerning tastes of their customers.
Overall, the BMW and Louis Vuitton co-branding was a successful partnership that allowed both companies to showcase their expertise and creativity in luxury products.
CarJam.TV who have presented this video as one of the best ever commercials made on cars say: “Watch BMW i8 Louis Vuitton Luggage Price $20k, BMW i8 Louis Vuitton Luggage Price about $5k per bag. Tailor-made set of luggage for the most progressive sports car – the BMW i8 plug-in hybrid.”
The Starbucks and Spotify co-branding was a partnership between the coffee giant and the music streaming service launched in 2015. The partnership aimed to enhance the in-store experience for Starbucks customers by allowing them to discover and enjoy music while they sipped their coffee easily.
Starbucks began promoting Spotify’s music streaming service in its stores as part of the partnership. Starbucks customers could connect to Spotify through the Starbucks mobile app to discover new music and create playlists. Starbucks also launched a series of exclusive playlists curated by Starbucks employees and musicians, made available on Spotify.
The partnership was a win-win for both companies, allowing Spotify to expand its user base by tapping into Starbucks’ massive customer network. At the same time, Starbucks enhanced its in-store experience and increased customer loyalty by offering an added-value service.
The Starbucks and Spotify partnership has continued to evolve over the years. In 2016, Starbucks launched a feature that allowed customers to save songs from in-store playlists directly to their Spotify account. Starbucks has also used its mobile app to promote exclusive live performances by musicians, which have been made available to stream on Spotify.
This video of CNBC shows an interview with Howard Schultz, CEO of Starbucks, just a day after the Starbucks + Spotify co-branding idea was launched. Hear how the Starbucks CEO explains the strategy of getting more people to linger for long at his outlets, listening to Spotify playlists … or monetizing their reward points by carrying away exclusive Spotify playlists on their Starbucks mobile apps.
The LEGO and Star Wars co-branding was a partnership between the iconic toy company and the popular science fiction franchise that began in 1999. The partnership allowed LEGO to produce a line of building sets based on the Star Wars movies, characters, and vehicles, quickly becoming a huge hit with fans of both brands.
The LEGO Star Wars sets included everything from iconic spaceships like the Millennium Falcon and X-Wing Fighter to famous characters like Luke Skywalker, Darth Vader, and Yoda. The sets were designed to be highly detailed and accurate to the source material, and they often included moving parts and other interactive features.
The partnership between LEGO and Star Wars was a perfect match. Both brands have a massive following among fans of all ages and are known for their commitment to quality, creativity, and imagination. The LEGO Star Wars sets allowed fans to build and play with their favorite characters and vehicles from the Star Wars universe while satisfying their love of building and creativity.
Since the partnership began, LEGO has released hundreds of Star Wars-themed sets, video games, and other products, making it one of the most successful co-branding efforts in the history of both brands. The LEGO Star Wars sets continue to be popular with fans and collectors alike, and the partnership between the two companies shows no signs of slowing down.
This video from Lego is just one of the hundreds of incredible videos produced by Lego and Star Wars via co-branding … this one was created to celebrate Star Wars 40th Anniversary.
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The Nike and Apple co-branding was a partnership between the sportswear company and the tech giant launched in 2006. The partnership aimed to enhance the workout experience for Nike+ users by integrating Apple’s iPod and later iPhone devices with Nike’s fitness tracking software.
As part of the partnership, Nike developed a line of specially designed sneakers called Nike+ that contained a sensor that communicated with Apple’s iPod to track a runner’s distance, speed, and calories burned. The data was then sent to the Nike+ website or app, where users could analyze their progress and set goals.
The Nike+ system also included PowerSong, which allowed users to select a high-energy song from their iPod to give them an extra boost during their workout. The partnership was later expanded to include the Apple Watch, which allowed users to track their fitness data directly on their wrists.
The Nike and Apple co-branding was a success. It allowed both companies to tap into each other’s customer base and offer a unique and innovative product that combined fitness tracking with music. The partnership also helped boost sales of the Nike+ sneakers and Apple’s iPod and iPhone devices.
On the official launch date of the new Nike+ Apple Watch Series 4 models, MacRumors unboxes the new “fitness watches” that Nike and Apple have co-built. Just look at how well the two brands align!
The IKEA and Sonos co-branding was a partnership between the furniture retailer and the home audio company that aimed to create a new range of affordable and stylish speakers that seamlessly integrated with home furniture. The collaboration was announced in 2017 and resulted in making of the Symfonisk line of Wi-Fi-enabled speakers.
The Symfonisk line included a table lamp with a built-in speaker and a bookshelf speaker that could also be used as a shelf. Both products were designed to blend seamlessly into a home’s decor and could be controlled using the Sonos app or voice assistants like Amazon Alexa or Google Assistant.
The partnership between IKEA and Sonos responded to the growing trend of smart home devices and the increasing demand for products that offered functionality and style. Combining Sonos’ audio technology expertise with IKEA’s design and manufacturing capabilities, the two brands created a unique and innovative product that appealed to a wide range of consumers.
Overall, the IKEA and Sonos co-branding partnership successfully allowed both brands to tap into each other’s customer base and create a unique and differentiated product. The Symfonisk line of speakers has been well-received by consumers and has helped to establish both IKEA and Sonos as leaders in the home audio and innovative home industries.
In this video from Smart Home Sounds, they have reviewed the Sonos speaker that masquerades as an IKEA photo frame! From discussing sound quality to the visual appeal of the artwork in the photo frame, it’s a rare video to hear a photo frame get so much advertising! But hey, if it works, it works.
Adidas and Parley for the Oceans co-branding was a partnership between the sportswear company and the environmental organization that aimed to address the issue of ocean pollution. The partnership was launched in 2015 and focused on creating a line of shoes and apparel made from recycled plastic waste collected from beaches and coastal communities.
The Adidas and Parley for the Oceans partnership was a response to the growing concern over the impact of plastic waste on the world’s oceans and marine life. By collecting and repurposing plastic waste, the partnership aimed to reduce the amount of plastic pollution in the oceans while also creating a sustainable and environmentally friendly product.
The first product to be released as part of the partnership was the Adidas x Parley for the Oceans Ultra Boost shoe, made from recycled plastic collected from beaches and coastal communities. The shoe was a huge success, and the partnership has since expanded to include a wide range of products, including athletic wear and accessories.
In addition to creating sustainable products, the Adidas and Parley for the Oceans partnership have also been involved in several environmental initiatives, including beach cleanups and education programs. The partnership has been praised for its innovative approach to sustainability and its efforts to raise awareness of ocean pollution.
In this soul-stirring video, Adidas talks of its collaboration with Parley for the Oceans – and how they’re innovating together to help end plastic waste wherever it’s polluting our planet’s life-giving oceans.
The Coca-Cola and Disney co-branding partnership has been a long-standing collaboration between two of the world’s most recognized brands. The partnership has involved various promotional campaigns and initiatives to promote both brands and enhance the customer experience.
One of the most notable examples of this partnership was the creation of the “Disney and Coke” glass series, which featured images of famous Disney characters on Coca-Cola glasses. The glasses were sold at Disney theme parks and other locations and were a massive hit with customers.
The partnership has also involved promotional campaigns around various Disney movies and events, including the release of Star Wars: The Rise of Skywalker and the opening of Star Wars: Galaxy’s Edge at Disneyland and Disney World. Coca-Cola created special themed bottles and cans for the movie and the theme park attraction, featuring the iconic Star Wars logo and other imagery.
Overall, the Coca-Cola and Disney co-branding partnership has successfully allowed both brands to tap into each other’s customer base and create unique and engaging promotional campaigns. The association has helped enhance the customer experience at Disney theme parks and allowed Coca-Cola to promote its products fun and innovatively.
This video is from Disney Parks. To celebrate the 50-year collaboration between Walt Disney World Resort and Coca-Cola, five unique co-branded collectible bottles were unveiled by renowned artist Sofia Carson (who also released a self-titled debut album). Great show!
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Some of the most commonly asked questions on co-branding are listed below … with their quick answers. These are good extra angles from which to understand and exploit the power of co-branding for your business.
The major success drivers of co-branding include choosing the right partner, ensuring brand alignment, and creating a clear and compelling value proposition for customers. Choosing a partner with similar values and a complementary set of strengths can help create a more effective and impactful partnership. Ensuring brand alignment and creating a clear and compelling value proposition can also help establish a strong connection with customers and increase the chances of success.
The challenges and risks of co-branding include conflicts in brand values or strategy, difficulty coordinating efforts between partners, and the potential for dilution of brand identity or reputation. Additionally, there may be differences in marketing and advertising strategies that can affect the partnership’s success. The success of co-branding is also dependent on the quality of the product or service, and if it fails to meet customer expectations, it can harm both brands.
Yes, co-branding is about collaboration between two or more brands to create a product or service that leverages the strengths of each brand. It involves combining each partner’s brand identities, values, and resources to create a unique and compelling offering that resonates with customers. Co-branding is a strategic partnership that can help businesses achieve their goals more effectively and efficiently by tapping into each other’s strengths and resources.
Co-branding and co-marketing are two distinct strategies that involve collaboration between two or more brands, although they are often used interchangeably. Co-branding is a more significant and longer-term partnership where the brands combine their strengths to create a new product or service. Co-marketing, conversely, is a less involved strategy that involves collaborating on a marketing campaign or promotion to achieve mutual benefits for both brands.
Co-branding and dual marketing are two different marketing strategies. Co-branding involves a strategic partnership between two or more brands to create a new product or service that leverages the strengths of each partner. Co-branding aims to create a unique offering more significant than the sum of its parts and resonates with customers. Dual marketing, conversely, involves two different brands promoting their products or services together without creating a new product or service.
1. Partnering with another brand to create unique products or services is a powerful marketing strategy known as co-branding. It can help businesses expand their reach and grow their customer base. Through this strategy, companies can leverage each other’s strengths to create offerings that resonate with a wider audience, ultimately increasing the chances of success.
2. Co-branding can offer a mutually beneficial arrangement that boosts both parties’ brand power and revenue. However, co-branding is not straightforward and requires several vital steps to succeed. Despite its potential benefits, co-branding poses several challenges that businesses must be aware of before pursuing this strategy.
3. Throughout this blog post, we’ve delved into the advantages and disadvantages of co-branding. Additionally, we’ve highlighted some exceptional examples of major brands that have successfully utilized this strategy, offering valuable insights into effective co-branding tactics. The good news is that many of these ideas can be adapted and executed by smaller brands looking to leverage co-branding to their advantage.
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Get a free download of my 93-page eBook “BRANDSPEAK” … on how to deploy content marketing for total brand domination.
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