{"id":62,"date":"2011-03-01T19:43:56","date_gmt":"2011-03-02T03:43:56","guid":{"rendered":"https:\/\/blogs.ubc.ca\/beier0816\/?p=62"},"modified":"2011-03-01T19:43:56","modified_gmt":"2011-03-02T03:43:56","slug":"co-branding-where-amazing-happens","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/beier0816\/2011\/03\/01\/co-branding-where-amazing-happens\/","title":{"rendered":"Co-branding, where amazing happens"},"content":{"rendered":"<p>The strategy of co-branding is widely used in the business world. As a consumer, I am always interested in observing how the &#8220;chemistry&#8221; between two brands turn out. I have to admit that if the &#8220;chemistry&#8221; really works out, both firms benefit greatly from this &#8220;marriage&#8221;.<\/p>\n<p><a href=\"https:\/\/blogs.ubc.ca\/beier0816\/files\/2011\/03\/nike_ipod_01.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-63\" title=\"nike_ipod_01\" src=\"https:\/\/blogs.ubc.ca\/beier0816\/files\/2011\/03\/nike_ipod_01-300x194.jpg\" alt=\"\" width=\"421\" height=\"251\" \/><\/a>First of all, co-branding helps provide better value for consumers, therefore increases consumer\u00a0satisfaction. \u00a0Who would believe that shoes and MP3 will become complement? But that&#8217;s the way Nike + iPod works! Traditionally, shoes are for running and MP3 players are used to play music. While maintaining these basic functions, Nike + Ipod sports kit measures distance of running and gives runners a sense of achievement when they finally see the real numbers. As a result, consumers have a great benefit and will be more loyal and satisfied.<\/p>\n<p><a href=\"https:\/\/blogs.ubc.ca\/beier0816\/files\/2011\/03\/disneycrocs.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-68\" title=\"disneycrocs\" src=\"https:\/\/blogs.ubc.ca\/beier0816\/files\/2011\/03\/disneycrocs-300x233.jpg\" alt=\"\" width=\"423\" height=\"270\" \/><\/a>Also, co-branding helps one firm to establish itself among specific segments. For example, when Crocs chose to target their children consumer segements, the firm decided to co-brand with Disney. In this way, Crocs enhanced its brand\u00a0image and therefore was more accepted by children consumers.<\/p>\n<p><a href=\"https:\/\/blogs.ubc.ca\/beier0816\/files\/2011\/03\/air-jordan-series-future-2009.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-70\" title=\"air-jordan-series-future-2009\" src=\"https:\/\/blogs.ubc.ca\/beier0816\/files\/2011\/03\/air-jordan-series-future-2009-300x180.jpg\" alt=\"\" width=\"406\" height=\"229\" \/><\/a>Lastly, co-branding could be designed to influence consumers&#8217; attitude. In 1984, Nike announced that it would co-brand with Michael Jordan, which marked the birth of Air Jordan. Two decades later, it proves that this co-branding strategy turns out to be a huge success. In this way, Nike influenced consumer&#8217;s affective attitude and took advantage of Michael Jordan&#8217;s stardom.<\/p>\n<p>To conclude, I would say that co-branding is not without risk. One potential disadvantage resulting from co-branding would be the brand dilution. Therefore, firms should always keep an eye on its brand value while maintaining trust with their co-branding partners. A successful co-branding definitely makes amazing happen!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The strategy of co-branding is widely used in the business world. As a consumer, I am always interested in observing how the &#8220;chemistry&#8221; between two brands turn out. I have to admit that if the &#8220;chemistry&#8221; really works out, both firms benefit greatly from this &#8220;marriage&#8221;. First of all, co-branding helps provide better value for [&hellip;]<\/p>\n","protected":false},"author":5830,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-62","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/beier0816\/wp-json\/wp\/v2\/posts\/62","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/beier0816\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/beier0816\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/beier0816\/wp-json\/wp\/v2\/users\/5830"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/beier0816\/wp-json\/wp\/v2\/comments?post=62"}],"version-history":[{"count":8,"href":"https:\/\/blogs.ubc.ca\/beier0816\/wp-json\/wp\/v2\/posts\/62\/revisions"}],"predecessor-version":[{"id":73,"href":"https:\/\/blogs.ubc.ca\/beier0816\/wp-json\/wp\/v2\/posts\/62\/revisions\/73"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/beier0816\/wp-json\/wp\/v2\/media?parent=62"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/beier0816\/wp-json\/wp\/v2\/categories?post=62"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/beier0816\/wp-json\/wp\/v2\/tags?post=62"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}