Marketing Management, 16th Edition

Cobranding

Marketers often combine their brands with brands from other companies to create superior market value. Cobranding—also called dual branding—involves two or more brands marketed together.

The Essence of Cobranding

One form of cobranding is same-company cobranding, as when General Mills advertises Trix cereal and Yoplait yogurt. Another form is joint-venture cobranding, such as General Electric and Hitachi lightbulbs in Japan or the Citi Platinum Select AAdvantage Visa Signature credit card in which three different parties are involved. There is multiple-sponsor cobranding, such as Taligent, a one-time technological alliance of Apple, IBM, and Motorola. Finally, there is retail cobranding in which two retail establishments use the ...