SACHET NAIK (236) SWAPNIL BHARADE (254) CHRIS REBELLO (264) BARKIAROQ FARHADI (267)

TWO OR MORE WELL KNOWN BRANDS ARE COMBINED INTO A JOINT PRODUCT OR MARKETED TOGETHER IN SOME FASHION.

ALSO CALLED DUAL BRANDING OR BRAND BUNDLING

1) SAME COMPANY CO-BRANDING

GILLETTE INDIA JOINTLY PROMOTES ITS

GILLETTE MACH 3 TURBO SHAVING SYSTEM & GILLETTE SHAVING GEL

EUREKA FORBES JOINTLY PROMOTES ITS WATER PURIFIER AQUAGUARD & VACUUM CLEANER EUROCLEAN

A TITAN WATCH FROM THE HOUSE OF TATA MOTORS

SAME COMPANY

THE ART OF SHAVING - GILLETTE

SAME COMPANY

2) JOINT VENTURE CO-BRANDING

CITIBANK CREDIT CARDS & JET AIRWAYS,INDIAN OIL, THE TIMES OF INDIA, DELHI METRO

STANDARD CHARTERED BANK & INDIAN RAILWAYS

ABN-AMRO & AIRBLUE MASTERCARD

(STARTED IN PAKISTAN IN 2004)

ADIDAS - POLAR ELECTRO

JOINT VENTURE

APPLE - NIKE

JOINT VENTURE

BEST WESTERN – HARLEY DAVIDSON

JOINT VENTURE

MASTER CARD - VIRGIN

JOINT VENTURE

MICHAEL JORDON - NIKE

JOINT VENTURE

VOLKSWAGEN - TREK

JOINT VENTURE

FIAT - MATTEL

JOINT VENTURE

NDTV - KINGFISHER

JOINT VENTURE

BOOTS PIRAMAL – SAREGAMA RECORDS JOINTLY PRODUCING SERIES OF OLD HINDI MOVIE SONGS

MTV INDIA WITH CITIBANK CREDIT CARDS, AIRTEL SIM CARDS, FASTRACK WATCHES

DISNEY TOYS WITH MCDONALDS HAPPY MEALS

MARUTI SUZUKI WITH MRF TYRES

JOINT VENTURE

INTEL WITH DELL/COMPAQ/ACER/SAMSUNG

JOINT VENTURE

3) MULTIPLE-SPONSOR CO-BRANDING

TALIGENT,A ONE TIME TECHNOLOGICAL ALLIANCE OF APPLE,IBM & MOTOROLA

A PAYMENT SERVICE FRANCHISER (MASTERCARD, VISA), A BANK & A PRODUCT OR A SERVICE

HCL COMPUTERS WITH HARDWARE ALLIANCE OF HP, PROCESSOR ALLIANCE WITH INTEL, SOFTWARE ALLIANCE WITH MICROSOFT

MULTIPILE SPONSORS

4) RETAIL CO-BRANDING

FAST- FOOD RESTAURANTS USE THE SAME LOCATION AS AWAY TO OPTIMIZE BOTH SPACE & PROFITS

COKE AT MCDONALDS

EBONY & CROSSWORDS

PLANET M & SHOPPERS’ STOP

5) PUBLIC-PRIVATE CO-BRANDING

P & G WITH NATIONAL ASSOCIATION OF BLIND IN THE FORM OF PROJECT DRISHTI

INCREDIBLE INDIA CO-BRANDED WITH HOSPITALITY PARTNER TAJ HOTEL, AN AIRLINES JET AIRWAYS, TRAVEL PARTNER COX & KINGS, WIRELESS MOBILE –CUM-INTERNET PROVIDER AIRTEL???

PUBLIC-PRIVATE

PRODUCT MAY BE CONVINCINGLY POSITIONED BY VIRTUE OF THE MULTIPLE BRANDS

CAN GENERATE GREATER SALES FROM EXISTING TARGET MARKET

OPENING ADDITIONAL OPPORTUNITIES FOR NEW CONSUMERS & CHANNELS

CAN ALSO REDUCE THE COST OF PRODUCT INTRODUCTION

RISK & LACK OF CONTROL IN BECOMING ALIGNED WITH ANOTHER BRAND IN THE MINDS OF CONSUMERS

CONSUMERS EXPECTATIONS ABOUT THE LEVEL OF INVOLVEMENT & COMMITMENT WITH CO-BRANDS ARE LIKELY TO BE HIGH

OVEREXPOSURE MAY DILUTE THE TRANSFER OF ANY ASSOCIATION

LACK OF FOCUS ON EXISTING BRANDS

WHEN DIFFERENTIATION IS NO LONGER POSSIBLE, COME TOGETHER AND MIX THE OLD WINES IN A NEWER BOTTLE!!!

THANK YOU