In yesterdays lecture we discussed brand equity and how companies add value to their products by providing a trustworthy brand name. Another way they can increase brand equity is by co branding with another well known brand. Co branding is when two companies join together to form an alliance and help add value to a product or service by bringing the loyal customers of each company together. Many brands have done this such as the Armani/Samsung Tv, Dairy Queen/Girl Scouts Blizzard, and the Vigin Mastercard. Ironically after learning about this in class I saw an add that evening on Tv advertising the Donald Trump Serta Mattress. Donald Trump is now trying to conquer the mattress industry by joining Serta to create “affordable luxury” for mattresses. They advertise on the Serta website that the Trump mattress allows you to “live and sleep richly without spending a fortune”. By teaming up, they are increasing Serta’s brand equity by targeting a wealthier upper class while also giving other customers the same luxury at an affordable price. This mattress provides similar features as Serta’s other mattresses but now that it has Donald Trumps name on it, it appears classier and more extravagant, which may be enticing to new customers.

To learn more about the Trump Mattress click here!