Co-branding is a powerful growth driver in the digital economy, leveraging an alliance between multiple brands or companies with distinct strategic objectives:
1. Expand the audiences of associated brands – image positioning
For H&M, giving the brand a more “fashion designer” positioning; for luxury brands, giving theirs a more accessible image.
2. Image & Audience Positioning – The Win-Win
For Louis Vuitton, it meant reaching Supreme’s streetwear community and its millions of Instagram followers—a challenge, given that the brand’s timeless luxury codes do not easily translate to that world. For Supreme, it represented the ultimate stamp of approval from a luxury brand, reinforcing its own positioning as a purveyor of luxury streetwear!
3. Acquisition of new customers
Facing a slowdown, Lego has partnered with Disney to maintain children’s interest, achieving—for the first time in the history of toys—phenomenal success with a construction set aimed at girls: Lego’s Frozen line.
For Disney → brand licensing profits
For Lego → a new market
4. Enhance the customer experience
- Netflix + ice cream is just like (or even better than) the movies.
- Plus, Ben & Jerry’s is one of the few brands with B Corp certification—one of the most rigorous standards for sustainability. That makes it an ideal match for Netflix, especially as the streaming service faces criticism regarding its own sustainability commitments!
5. Enhance the value of a product through the credibility of a recognized brand.
- Leverage your brand as a mark of quality to lend legitimacy to your clients’ brands
- Enhance the value of your brand and your pricing by associating with a recognized brand
6. Open up the B2C market with the agreement of your B2B clients.
How can you open up a B2C sales territory without alienating your existing customers when you are historically a B2B supplier?
→ through the creation of a (product) brand distributed by your retailers
Enables you to establish a connection with the end user, influence your brand, and safeguard your investment.
7. Co-branding is even making inroads into cultural and public spheres.
The Louvre Museum and the streetwear brand Off-White → (millions of Instagram followers)
In conclusion
Co-branding: a brand strategy and growth driver for everyone, including SMEs
We cited examples of famous brands to better illustrate our point.
We regularly and successfully implement this type of strategy for our clients, both large and small.
My favorite Thai restaurant:
I eat there regularly.
I regularly buy takeaway food there
He organized a party for me at home.
j’y ai acheté de magnifiques lampes pour ma déco
il m’a conseillé un magnifique voyage en Thaïlande (achat auprès d’une agence partenaire)
je fréquente avec bonheur un salon de massage thaï partenaire
j’y ai suivi un cours pour apprendre à cuisiner les légumes avec saveur
