Just read John’s blog (https://blogs.ubc.ca/jtran007/) and I totally agree that co-branding project will have some extent of risk, but it is worthwhile trying the new project after serious marketing research.

Successful Co-branding is not about just creating a new brand or product. Instead, it must be something that has the characteristics and spirits from both of the two brands. In John’s blog, his favourite co-brand is the Oreo-DQ ice cream. Both companies are successful without each other, but both of them give their unique charm to each other to create this beloved ice cream. Oreo offers its popular flavor to DQ and DQ provides its well-known ice cream.

An even more phenomenal co-branding is the cooperation between credit card companies and other companies. VISA cooperates with Visa to offer customers the Target Red Card. Customers can get 5% cash back by using this card to purchase in Target. Both VISA and Target get their brand images expanded and sales increased. This kind of cooperation can be found in almost every single large superstores and department stores.

The latest one I saw on TV was the cooperation between NHL and Scotia Bank. Fans can get ScotiaHockey Reward point for purchasing on ScotiaHockey NHL card which can help them get NHL merchandise and game tickets. For companies, Scotia Bank gets its sales boosted and NHL gets  its brand awareness expanded. What a win-win cooperation!