Composite Co-Branding
Introduction: Composite co-branding, also known as joint venture co-branding, is a form of brand partnership where two or more well-known companies form a strategic alliance to present a product or service that neither could successfully launch alone. This article explains the definition of composite co-branding and provides a documented example from the airline and financial services sector. All information is drawn from publicly available reference material.
Definition and purpose
Joint venture co-branding is another form of co-branding also known as composite branding, where two or more well known companies go for a strategic alliance to present a product or service that neither business could successfully launch on its own to the target audience. Co-branding more broadly is a marketing strategy that involves strategic alliance of multiple brand names jointly used on a single product or service. The objective is to combine the strength of two brands, to increase the premium consumers are willing to pay, make the product more resistant to copying, or to combine different perceived properties associated with these brands. Composite co-branding differs from ingredient co-branding, which focuses on a component brand, by creating a new joint offering that relies on the complementary capabilities of each partner.
- Alliance-based: Requires formal cooperation between established companies.
- Complementary strengths: Each partner contributes capabilities the other lacks.
- Joint offering: Results in a product or service neither could launch alone.
Example in practice
A documented example of composite co-branding is the partnership between British Airways and Citibank. The two companies formed a partnership offering a credit card where the card owner will automatically become a member of the British Airways Executive Club. This arrangement combines the airline's loyalty program and travel benefits with the bank's payment infrastructure and credit services. By working together, the partners create a financial product that leverages British Airways' brand equity in travel and Citibank's capabilities in consumer credit, illustrating how composite co-branding enables market entry that would be difficult for either company independently.
- Travel benefits: Access to airline loyalty program.
- Financial services: Credit issuance and account management.
- Shared value: Combines brand trust from both sectors.
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