Co-branding is a common marketing strategy used by many companies today. Co-branding helps add unique attractive attributes to brands. However, sometimes co-branding is not beneficial. When companies decide to build a partnership with another company, they should analzye the partnership to avoid any potential harmful and negative impacts. The Chief Executive Officer of advertising agency Mullen Lowe, Jose Borghi, lists some important questions that companies must ask themselves before deciding that co-branding is a good idea to invest in.
Who is The Leader
In cases where one company is in charge of co-branding, this is important. It is very difficult to create an identity for this partnership, as most brands end up standing out, according to the agency Mullen Lowe Brasil on portaldapropaganda.com. It is a much better situation when all of the brands involved in co-branding are leading
Could This Ruin Our Reputation
Jose Borghi believes that the reputation of a brand in the market is fundamental. You need to take the reputation of your company into consideration. Because of this, if there is some potential risk to your company’s reputation due to co-branding, you should think about the situation. It may be in the best interests of your company to reject the project.
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What is The Main Channel
If the main channel of communication in the partnership consists of the corporate channel of the brands involved, it is more difficult to look at the identity of co-branding. Borghi advises that companies create a neutral channel.
All Content is According to The Co-Branding Strategy
Borghi notes that the co-branding strategy has its advantages when it is aligned with the individual strategies of the brands involved in the project. It is important that the company make sure that public communicating through co-branding does not differentiate from the values of the brand. The project should reinforce those values.
The Importance of The Brand For Your Company
Look at the relevance that other brands currently have. If they are well positioned in the market, they should reach more people through co-branding. Jose Borghi notes that you can determine the level of importance of this partnership on mullenlowegroup.com by analyzing the project and coming up with strategies to improve it.
Does The Partnership Make Sense
Advertising and marketing companies that choose to co-brand could potentially face a number of different issues. Because of this, Borghi notes that all companies should have reason to explain why the co-branding will be beneficial.