Co-Branding: brands also get married

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These days you can see the advertisement for miCOACH, a co-branding initiative by Adidas, Samsung and Vodafone, on dozens of marquees. Ma found this association of three brands interesting with the objective of enhancing the value and profitability of the product and establishing beneficial and complementary connections. Each of the three companies brings a certain attribute (experience in the sports world, mobile technology, telephone customers) that creates a partnership based on the “win-win” rule. advertising street brands It is a formula that brands apply to boost their businesses. For example, months ago Coca-Cola announced that it intended to partner with L'Oreal to market a new drink whose main benefit was to nourish and rejuvenate the skin (thus creating the nutraceutical drinks product category). Apparently the chosen brand will be Lumaé. Adidas and Diesel have also done it recently.

In the case of miCOACH it is a co-branding of products where three brands support the same product to broadcast joint content. The relationship between the brands (which in the case of this advertisement is horizontal) can present multiple schemes, such as that of host and guest (in this case, the host brand usually has a dominant position on the product label or packaging). There is no doubt that the union of Adidas, Samsung Industry Email List and Vodafone transmits synergy due to the association with an important brand in each specific sector and allows joint positioning in other product categories. Result: greater brand exposure to a new consumer segment? One plus one equals three? Depends. Martin Lindstrom, a brand consultant whom we have already spoken about on occasion, assures that no less than 90% of these alliances fail. Other studies are 'somewhat' more optimistic: the Carlson School of Management says that 70% fail.



The risk is that the consumer will wonder what miCOACH product really is and be able to answer it. For this reason, co-branding partners have the obligation to work in coordination to issue messages that add to the whole. And that is much more difficult than putting three logos togetherThe green arguments explain the prestige (immaculate until recently) of Toyota, which proposed an impressive promise (Today Tomorrow Toyota) capitalized by its Prius range, or the Japanese Honda. But not only, Renault has launched its Eco2 brand (which brings together a range of versions of different greener models), Smart, Opel... Also in fashion there are very interesting topics, such as the Toxic-Free Fashion campaign, in which Antonio Pernas participates. , David Delfín, Josep Abril, La Casita de Wendy or Txell Miras among others along with companies such as Mango and Camper.