Question

Topic: Branding

Co-branding Best Practices 4 Independent Dealers?

Posted by Anonymous on 7/9/2015 at 2:19 PM ET 250 Points
I am a channel marketer responsible for enabling increases in sales among 200+ independent dealers (in this case Building contractors) in the Government sector. My company's brand approach is a house of brands ie. logo shows company name and product name. Complicated to begin with, when I align Contractor Logos next to it, it becomes unwieldy and difficult to merchandise in proportional terms. Further, having our company name in our logo distances some contractors because they feel it conveys that they belong to (are owned by) my company. Looking for some advice.
Thanks! Marty
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by jstiles on 7/9/2015 at 7:35 PM Accepted
    Maybe consider moving to a product sub-logo or badge. If you have an icon in your logo you can use just the icon to relate it to your corporate brand and then just use the product name on it to distinguish the badge. This may be less threatening to the dealers but still keeps your brand and products integrated.
  • Posted by Jay Hamilton-Roth on 7/10/2015 at 1:06 AM Accepted
    Maybe adding the words "Our Family" between your logo and the logo of the Contractors?
  • Posted by saul.dobney on 7/10/2015 at 4:49 AM Accepted
    For your dealers, their business and brand is more important to them than yours. You're also probably not the only brand they supply and they would see the ideal branding as "THEM suppliers of YOU" (priority on their name) not "YOU supplied by THEM", so think about how your branding supports their business - not just your business. There's also the old adage of also targeting the customer's customer because that's where the real brand equity needs to be.
  • Posted by mgoodman on 7/11/2015 at 8:55 AM Accepted
    Why are you trying to brand your products if they are sold exclusively through dealers? Who are you expecting will have value for your brand? What is YOUR objective with the branding effort? How will you measure success?

    Without knowing more of the back story it seems that an end-user branding strategy may be inappropriate in your situation. Of course I'm open to learning the rationale.
  • Posted by Shelley Ryan on 7/21/2015 at 4:10 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)