Co-Branding

Co-branding

Co-branding is “the practice of using the established brand names of two different companies on the same product” (Armstrong and Kotler pg. 216-217). This is usually done because the two companies have strengths in different areas and by putting their brands together, a new brand, which is good in successful categories is born. For example, Betty Crocker is a well known brand of easy-to-make meals and desserts. Betty Crocker is especially good at baking mixes. However, Betty Crocker brand does not make chocolate even though they have brownie mixes. To make the product even better, Betty Crocker partnered up with Hershey’s Chocolate. Betty Crocker Hershey’s Chocolate Brownie Mix creates a broader consumer appeal, attracting both Betty Crocker fans and Hershey’s chocolate lovers.

DARYA SHUR, Section E