Question

Topic: Branding

Co Branding

Posted by Anonymous on 4/17/2013 at 2:51 AM ET 250 Points
Hi,
I need to know how I can use Co-Branding strategy to increase the brand value of my company, a Shipping Agency. I do not see potential parties to act as our Co-Branding partners, because I firmly believe this strategy would increase our Brand Awareness. Do you have any ideas on which parties should be added as our Co-Branding Partners?

Thanx.
Hiranthi.
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RESPONSES

  • Posted by Moriarty on 4/17/2013 at 4:25 AM Accepted
    I think this is a question of who are your best customers. After all, branding is for them, and co-branding needs to emphasize your business to them.

    Working in partnership will work, it needs to be with those companies that your best customers deal with too.
  • Posted by Gary Bloomer on 4/17/2013 at 6:02 PM Accepted
    On what points of value might you co-brand? Branding is less about logos (in fact, it's got very little to do with logos), and far more about value, deliverability, and marketplace expectations on the promises you're making and keeping.

    As to with whom you ought to connect, that depends on where you are, on the volume of business you're doing, and that potential partners might be doing. You also need to know (and you need to be able to clearly state) what you can offer potential partners in EXCHANGE for co-branding.

    If the equity (long term value, year on year growth, current sales, predicted dales, current profit, projected profit, capital expenditure and investment, etc.,) in each company is less than equally split, there will be a serious disconnect to one party or the other, which you do NOT want.
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