Co-branding, co-partnering or dual branding is the act of using two established brand names of different companies on same product.

It has made inroads into nearly every industry, from automotive and High-tech Internet companies to banking and fast food.

Many well-known firms chose this marketing strategy in order to draw new customers, to increase the brand awareness, to support the customer loyalty or to win some other individualadvantages offered by the partnership.

The very base of co-branding marketing strategy is related with brand association phenomenon. To understand the process of co-branding fully, theprinciples of classical conditioning may be used.

one goal in co-branding is to create favorable attitudes toward a new product by creating an alliance with a favorable existing product. Further, the advertiser may intend to associate a certain meaning with a new product by pairing it with an existing brand.

Co Branding are of two type 1.Ingredient Co branding 2. Composite Co-branding

Yaa.!!!! I Have Listen about types of

cobranding . Other are3.Same company co

branding4. joint venture co-

branding

Now I am telling you advantage of it : -

1. risk-sharing2. generation of

royalty income,3. more sales income,4 .greater customer 5. trust on the product,6 .wide scope due to

joint advertisement 7. technological benefits,8. better product

image by association

And disadvantage are:-1.

Chanel and Eres, two iconic French fashion houses, have teamed up for Eres' Spring Summer 2010 campaign. The idea of the collaboration is that the model is dressed in

Chanel and undressed in lingerie and swimwear by Eres

I think it is An example of Joint venture Co-branding

Citi bank co- branded with different Credit card

tagline "Youngistan Ka Wow"

5

Let us understand co-

branding by taking example of a successful

brand OF

AJEET&ABDUL“ABAJ”

We must check their brand

personality!!!

BRAND PERSONALITY

(AJEET)

Competence

Sincerity

Sophistication

Excitement

Ruggedness

securetechnica

lHard

working corporate successfulIntelligent leader confidentReliable

spirited

Cool

Young

Imaginative

unique

Up to class

independent

Contemporary

wholesome

Friendly

realistic

Sentimental

sincere

cheerful

honest

Down to earth

original

Family oriented

ruggedDaring

Trendy

Excited

outdoorsy masculine western

Glamorous

Upper class

tough

famineCharmingGood

looking smooth

BRAND PERSONALITY

ABDUL

Competence

Sincerity

Sophistication

Excitement

Ruggedness

securetechnica

lHard

working corporate successfulIntelligent leader confidentReliable

spirited

Cool

Young

Imaginative

unique

Up to class

independent

Contemporary

wholesome

Friendly

realistic

Sentimental

sincere

cheerful

honest

Down to earth

original

Family oriented

ruggedDaring

Trendy

Excited

outdoorsy masculine western

Glamorous

Upper class

tough

famineCharmingGood

looking smooth

Common Brand Personality

Competence

Sincerity Excitement

So they are same as a person

….that is why they

get together & “DHOOM” macha

rahe hain..Wait its Fine !!!! Then you

must proceed for brand

identity prism analysis…..

Brand Identity Prism Model

Comparative Analysis

ABDUL AJEET

Physique : Trustworthy

Physique: cooperative

Personality :-Traditional , conservative

Personality :-Progressive

, modern

Relationship Grass –root ,

quality Relationship: a

link to development

Culture :-desire as Deserve

Culture : silent

learner and

involve

Reflection : Silent

Fire , motivated

to learn

Reflection :

Motivated , Achiever

Self image : Make over takes time

but it for sure ;have

patience

Self image : even I can`t stop myself in achieving desire result

Picture of sender

Picture of sender

Picture of receiver Picture of

Receiver

He was right they are not only same as a brand personality but also complementary to their Brand identity …..quite strange ….

Their Logo Is …

I know ….And their punch

line Is

“ABAJ” is a leading agri-product processing company which created a USP for indian agro-product

Yes it is correct ..and more over theirpositioning statement itself make them

Apart from competitor and that is

“ABAJ is for the farmers , let us lead Evergreen Revolution ”

Collaborative

Compassionate

DisciplinedAgile

Passionate

Creative

They are passionate about serving

their customers and competing in the

market and have compassion for

employees, stakeholders, and members

of the communities in which they

operates …. A true trust worthy

BRAND

And being in Agro-product processing

business they are creative in their

approach to serving their customers

and winning in the market, while also

adopting a disciplined approach that

ensures appropriate and consistent

actions across the organisation.

Being successful as a brand they have

proved agility to profitably, reaction to

changes in the market and employing a

collaborative approach is necessary as it

ensures works being well together

inside and outside the company toward

common goals.