Wednesday, October 31, 2007

Co-branding...the good, the bad and the ugly

There's no doubt that the marketers who embrace the concept of co-branding are giving themselves an advantage in the market.

And the smartest marketers are the ones whose brands get dragged along in the stronger equity and values of the brand they partner with.

McDonalds have done that by linking their products with the Heart Foundation Tick. Great move for Macca's, but not sure that it does too much for the HFT. More and more people are starting to recognise it's not much better than another John Laws Cash for Comment advertorial.

I'm not sure how Prada much is benefiting from their association with LG here...

Then again, some brands do it really well - when two excellent brands combine together to truly enhance each others equity, like Qantas Business Class and Morrisey have done recently.


Anonymous said...


Came across your blog while searching for co-branding articles.. Interesting stuff on branding.. you seem to know quite a bit on branding..
Would you be able to help me understand the basic aspects of co-branding??
Thanks in advance

professional web design melbourne said...

Co-branding is a marketing strategy. Using an established brand name can substantially reduce the introduction investment and increase the probability of success.

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