Co-branding is a strategic marketing and advertising partnership between two brands wherein the success of one brand brings success to its partner brand, too. Co-branding can be an effective way to build business, boost awareness, and break into new markets, and for a partnership to truly work, it has to be a win-win for all players in the game.
Both audiences need to find value -- like chocolate-loving fans of Betty Crocker and Hershey's. There are a ton of great examples of co-branding partnerships out there. To show you what makes them so successful, we've curated a list of 21 examples of great co-branding partnerships to inspire you. Looking to ramp up your co-branding program? GoPro doesn't just sell portable cameras, and Red Bull doesn't just sell energy drinks.
Instead, both have established themselves as lifestyle brands -- in particular, a lifestyle that's action-packed, adventurous, fearless, and usually pretty extreme. These shared values make them a perfect pairing for co-branding campaigns, especially those surrounding action sports. To make the partnership work, GoPro equips athletes and adventurers from around the world with the tools and funding to capture things like races, stunts, and action sport events on video -- from the athlete's perspective.
At the same time, Red Bull uses its experience and reputation to run and sponsor these events. The collaboration allows exclusive GoPro content to enhance both companies' growth. While GoPro and Red Bull have collaborated on many events and projects together, perhaps the biggest collaboration stunt they've done was "Stratos," in which Felix Baumgartner jumped from a space pod more than 24 miles above Earth's surface with a GoPro strapped to his person.
Not only did Baumgartner set three world records that day, but he also embodied the value of reimagining human potential that define both GoPro and Red Bull. One of the biggest benefits of co-branding campaigns is the opportunity to expose your product or service to a brand new audience. That's exactly what home furnishing store Pottery Barn and paint company Sherwin-Williams did when they partnered together back in Together, the two brands created an exclusive product line of paints, and then added a new section of Pottery Barn's website that helped customers easily select paint colors to complement their furniture choices.
Source: Pottery Barn. Customers could coordinate paint colors with picture-perfect Pottery Barn furniture for a mutually beneficial partnership -- and style assistance for both brands' customers to boot. You may have already heard of Casper -- it's an online mattress and bedding brand that sells mattresses in a box.
Casper mattress unboxing videos like this one have become a hit on YouTube, but despite the brand's day return policy, some shoppers might still be hesitant to buy a mattress without getting the chance to roll around in it first.
Enter West Elm, a high-end furniture company. Casper and West Elm partnered so shoppers could try out the comfy mattress before purchasing -- and so West Elm could advertise its chic bedroom furniture. Source: Casper. This is another example of a mutually beneficial co-branding partnership.
It helps both brands appeal to a broader group of shoppers -- after all, Casper doesn't sell furniture, and West Elm doesn't sell mattresses. It also provides shoppers with options -- to try a mattress before buying, or to feel what it would be like sleeping in a bed frame. Kanye West, best known for his Grammy-winning rap albums, partnered with Adidas to develop a high-end footwear line called Yeezy.
The combination of Kanye's personal brand and Adidas' growing streetwear segment has made for robust company earnings and brand growth since it was introduced. Kanye's celebrity appeal benefits Adidas by creating buzz around its apparel, and the athletic-wear brand gives Kanye a well-established platform to build his high-end clothing line.
One of the strongest draws of Yeezy -- and most notably its shoes -- is its exclusivity: Kanye's celebrity status, extremely scarce roll-outs, and the high price tag make the lucky few to own Yeezy sneakers feel a little famous by association. Adidas' co-branding relationship with Kanye and the resulting cult-like Yeezy following led to a stellar year for the company: in , Adidas' net income climbed Source: Yeezy.
But if you think about it, they have a few important things in common. If you focus on Louis Vuitton's signature luggage lines, they're both in the business of travel. They both value luxury. And finally, they're both well-known, traditional brands that are known for high-quality craftsmanship.
These shared values are exactly why this co-branding campaign makes so much sense. In their partnership, BMW created a sports car model called the BMW i8, while Louis Vuitton designed an exclusive, four-piece set of suitcases and bags that fit perfectly into the car's rear parcel shelf. Source: Louis Vuitton. A price like that kind of makes that luggage set seem like a drop in the bucket. Not only does the luggage fit perfectly size-wise, but its design and appearance fit perfectly with BMW's image : sleek, masculine, and high-quality.
Turns out both the luggage and some parts of the car's interior use carbon fiber, strong-yet-light composite material. This is a pure expression of the art of travel. Starbucks scaled up a premium coffee shop experience into a massive global brand, using music to create an ambience around its coffee.
Spotify, a music streaming platform, has powered almost 25 billion hours of listening around the world. Starbucks and Spotify forged an innovative co-branding partnership to build a "music ecosystem" , offering artists greater access to Starbucks consumers and giving Starbuck access to Spotify's expansive discography.
When a first-class automotive brand mingles with high-end couture, luxury meets luxury, and the marketplace doubles. With an affluent clientele and a Marketing strategy that capitalizes on diverse market segments, the two entities formed an effective co-branding operation in As marketplaces evolve, consumers can purchase products and services accessible through a growing number of channels and points of purchase. With the emergence of Artificial Intelligence, Augmented, and Virtual Reality, brands will continue to find ways to combine campaigns and co-create products and services that move the needle and push the envelope.
Co-branding is an age-old marketing principle, yet the creativity and capabilities are just scratching the surface. Your email address will not be published. Save my name, email, and website in this browser for the next time I comment. The Branding Journal is an independent online journal that publishes information and resources about branding strategies worldwide. The website reports on the importance of branding within marketing strategies and how it empowers organizations and shapes consumer behavior around the world.
What Is Co-Branding? Author: Julian October 6, 8 min read. Branding Concepts Co-branding. Leave a Comment Cancel reply Your email address will not be published.
Previous reading. Search Search for:. And an alliance between companies tends to result in greater trust, as well as shared risk. Combined marketing and advertising campaigns — powered by bigger budgets — will obviously offer great potential reach, and sales income will tend to be higher as a result.
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Equally, customers who have negative associations with one brand may well transfer these associations over to the other brand, both being tarred with the same brush. Thus, this co branding exercise has existed since years and will exist for the coming years. This is because Intel and Dell when advertised alone, will have lesser advantages as compared to when advertised together.
One important aspect of Co branding is that both the brands should have equivalent Brand equity , otherwise it will not work. If one brand has lower brand equity, then it is affecting the higher brand equity of the other brand it is tying up with. So HUL will always do co branding with an equivalent brand — a brand from which it derives benefit this is business after all.
But the above is not true in all cases. There are cases where a brand might tie up with an inferior brand. This is known as Ingredient co branding. There are two types of co branding — Ingredient and Composite.
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