What is co-branding?

Co-branding is a technique of interrelation created by two or more brands to produce a single product and gain mutual benefits from this collaboration.

Characteristics and types of co-branding

Co-branding is nonetheless a marketing initiative protected by law and subject to regular contract. The parties decide to create a complementary product to increase audience and have mutual advantages.

Types of co-branding

• Tactical and strategic co-branding: these are two similar forms of co-branding that differ in duration but still manage to bond in perfect synergistic collaboration. Strategic co-branding works on a long-medium term, while tactical co-branding is more limited in time and is used to act in the short term.
• Functional and symbolic co-branding: these types of co-branding are instead linked to the modes of display. Functional co-branding is that type of co-branding which presents the product with both (or all if there are more than two) logos of the partners. A""" Please note that the translation was cut off at "A" just like the original text provided. An example of functional co-branding is DietCoke. Born from the collaboration between Coca-Cola and NutraSweet (a famous diet beverage company). In this case, the collaboration creates a product that carries both brands on the packaging as well as in the name. A true commercial partnership strategy.
• Symbolic co-branding, on the other hand, is a co-branding that links one brand to another through emotional and symbolic appeals (representing values that the brand carries with it). An example of symbolic co-branding is the collaboration between Fiat and K-Way, which created a very special car model.

Co-brand case studies

A successful example of fashion-related co-branding is the jeans model created in collaboration between Diesel and Adidas.

A second successful example of co-branding is the one realized by Disaronno and Roberto Cavalli. A marvelous product that creates a refined and absolutely innovative packaging."""

Co-branding is a marketing strategy that allows for the expansion and sharing of resources between two or more brands to develop a marketing and communication plan "unseen" before!