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Co-Branding in Marketing

An #IndoPak cricket team with Sourav, Sehwag, Sachin and Wasim, Waqar and Shoaib Akhtar.

Late 90s, we all wanted one such team, coming together of “2 brands – Indian and Pakistan Cricket Team” to create a unique product “Indo-Pak team” benefiting both the “customer segments – US!!”.

💡This is exactly what the concept of Co-branding is, described as the strategy in which two companies form an alliance to work together thus creating marketing synergy.

🔍Good old Strategy, but have we seen any such thing around?

💻“Intel Inside” with Dell laptop advertisements made a B2B processor brand into a household name and Dell the most desirable laptop brand.

📱Do you remember the handset Micromax MTV X360 launched in the winter of 2009? The co-branding increased Micromax’s sale by a whopping 42.8% in – wait for it – one month.

If that does not ring any bell, the Swiggy order that now rings your doorbell must be showing some discounts on payment with Amazon Pay or you must be looking for the new Marvel Entertainment movie in Disney + Hotstar application?

All these are nothing but examples of Co-branding!

Author: Drikjit Aich

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