how can companies combine products to create strong co brands or ingredient brands
TRANSCRIPT
![Page 1: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/1.jpg)
Chapter 11: Setting product strategy
![Page 2: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/2.jpg)
How can companies combine products to create strong co-brands or ingredient brands?
By: Kartik SinglaIndian Institute of Technology(BHU), Varanasi
![Page 3: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/3.jpg)
Co-Branding: Two or more well known brands are combined into a joint product or marketed together.
![Page 4: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/4.jpg)
Company co-branding
Same company promoting two of its products together.
![Page 5: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/5.jpg)
Joint venture co-branding
Two different companies form a strategic alliance to present a product together in
the market.
![Page 6: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/6.jpg)
Retail co-branding
Two retail establishments which use the same location to optimize profits.
![Page 7: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/7.jpg)
“Co-branding can induce greater sales and reduce
the cost of product introduction”
![Page 8: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/8.jpg)
Movie makers generally use co-branding to generate revenue before any movie is released.
The lead actors of the movie are well known brands.
![Page 9: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/9.jpg)
The customers expectations from
co-branding is really high , so unsatisfactory performance
can damage brand image of both the
companies.
![Page 10: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/10.jpg)
Ingredient branding
A special case of co-branding where a company creates brand equity for
components that are contained within other branded
products.
![Page 11: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/11.jpg)
“Intel Inside” forced the major PC manufacturers to buy their chips from Intel at a premium price.”
![Page 12: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/12.jpg)
Ingredient branding
Should make the customers believe that ingredient matters to the performance
and success of end product.
![Page 13: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/13.jpg)
Ingredient branding
Must have a distinctive logo which must signal that the host product contains the ingredient.
![Page 14: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/14.jpg)
![Page 15: How can companies combine products to create strong co brands or ingredient brands](https://reader033.vdocuments.mx/reader033/viewer/2022061311/55cad40cbb61eb4d258b46df/html5/thumbnails/15.jpg)
“These slides were prepared by ‘Kartik Singla’
as a part of an internship done under ‘Prof. Sameer Mathur’ (www.IIMInternship.com).”
Disclaimer