Co-branding, a powerful growth lever in the digital economy, uses the alliance of several brands/companies with different strategic objectives:
1. Multiply audiences for associated brands – image positioning
For H&M, giving its brand a more “fashion designer” positioning; for luxury brands, giving theirs a more accessible image.
2. Image & audience positioning – the Win2Win
Reaching out to Supreme’s streetwear community and its millions of Instagram followers for Louis Vuitton, whose timeless luxury codes are difficult to apply in this universe. For Supreme, the “supreme” recognition of a luxury brand that reinforces the positioning of luxury “streetwear”!
3. Acquiring new customers
Lego, in decline, joins forces with Disney to keep children interested and for the 1st time in toy history → the phenomenal success of a building set with girls – “The Snow Queen” at Lego.
For Disney → brand licensing profits
For Lego → a new market
4. Enhance customer experience
- Netflix + ice cream, it’s like (better) than at the movies
- And Ben& Jerry is also one of the few brands to be certified B-Corp, one of the most demanding labels in terms of sustainability – ideal for Netflix at a time when it is facing criticism about its sustainable commitment!
5. Add value to a product through the credibility of a recognized brand
- Your brand as a guarantee of quality to give your customers’ brand legitimacy
- Enhance your brand and your price with the legitimacy of a recognized Brand
6. Open up the B2C market with the agreement of your B2B customers
How can you open up your B2C sales territory without cutting yourself off from your customers when you’ve traditionally been a B2B supplier?
→ by creating a Brand (product) distributed by your retailers
Creates a link with the end-user, acts on your Brand and preserves your investment.
7. Co-branding even enters the cultural & public spheres
The Louvre Museum and streetwear brand Off-white → ( millions of followers on Instagram)
In conclusion
Co-branding, a brand strategy and growth lever for all, including SMEs and SMIs
We’ve used examples of famous brands to illustrate our point.
We regularly and successfully implement this type of strategy for customers large and small.
My favorite Thai restaurant :
I eat there regularly
I regularly buy takeaway food there
He threw me a party at home
I bought some wonderful lamps for my home decor
he recommended a wonderful trip to Thailand (purchased from a partner agency)
I happily frequent a partner Thai massage parlour
I took a course there to learn how to cook vegetables with flavour
