In today’s flood of information and media, attracting and maintaining consumers’ attention is the challenge for any branding efforts. Brand cooperation with a partner brand is an attractive way to increase attention to one’s own brand and, ideally, to benefit from the partner’s positive image and reach. In addition, the joint venture of the brands can generate its own advertising effect if the brands and products involved are introduced in a completely novel way.

The greatest challenge of competitor brands is to sharpen and position their own brand image. Branding includes

In addition to these more inward-looking measures, there are also marketing techniques that focus on competitors, the key players, and differentiating a brand from the competition through worthwhile collaborations. One of these techniques is co-branding.

If you set out on the right co-branding strategy and implement it correctly, you can succeed in standing out among your competitors’ countless ads and campaigns. Frequently used methods include emotional branding or emotional marketing as well as storytelling.

We have already briefly touched on another reason for co-branding above: co-marketing. When two companies jointly establish and promote a new product via co-branding, they generally require fewer resources in terms of production, personnel, and marketing. Well-coordinated and executed co-branding efforts can therefore not only increase reach and sales, but also reduce running costs – a win-win situation. This applies not only to large, globally-known brands, but can also work for local businesses.

Posted by Charlie Brown