Companies frequently partner to co-brand products. There are Doritos Locos tacos, Eddie Bauer Edition Ford trucks, and it's impossible to miss the "Intel Inside" sticker on various brands of computers. As ubiquitous as it may be, however, co-branding has both pros and cons. On the upside, it allows brands to share in one another's consumer base and save costs. On the downside, it can have a dilutive effect on both brands, and if it doesn't go well, it doesn't go well for everyone involved. The downside can be minimized, however, by establishing guidelines for co-branding to ensure your company selects the right partners and retains enough control in the relationship to ensure your brand message is communicated acurately throughout the partnership.
With proper planning and execution, co-branding can produce
awesome results. Case in point: Cat® Products' heavy
equipment playing a game of Jenga®.
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