Co-Branding
Occurs when two or more existing brands are combined into a joint product or are marketed together in some fashion
Examples:
Sony Ericsson
Yoplait Trix Yogurt
Nestle’s Cheerios Cookie Bars
Advantages of Co-Branding
1.Borrow needed expertise
2.Leverage equity you don’t have
3.Reduce cost of product introduction
4.Expand brand meaning into related categories
5.Broaden meaning
6.Increase access points
Source of additional reven
Disadvantages of Co-Branding
1.Loss of control
2.Risk of brand equity dilution
3.Negative feedback effects
4.Lack of brand focus and clarity
5.Organizational distractions
