Know-How Exchange : Branding

It depends on what you are looking at - is this channel marketing where you sell your product as 'white labelled' through channel, or is it more the idea that your brand is more apparent in the sales/marketing relationships you have?

These are classic, agent, channel invest-yourself decisions for international marketing. The right approach will depend on what you are selling and the level of contact your customer needs with what level of skill. For internet sales, it is easier to manage many of these relationships without a local presence than it used to be.


Saul

If both are well-known names, the task is easy, and can be specially designed even just for an activity or an event.

If one is known better than the other, you would be benefited by explaining to your target audience why the partnering is taking place.

If both are unknown, again the partner branding is going to require the same effort as creating a new brand would.

Either way, you should involve your existing and intended stakeholders in the process of introducing your partner branding exercise. This will create a sense of ownership and involvement and will lead to a successful branding exercise.

The absence of such involvement has risks associated with it, such as misunderstanding and resentment.

I’m afraid that’s the best I can offer with the limited information you’ve provided.

I do hope this is helpful. All the best!