Center of the Universe, YO!

What is a good co-branding partnership… what is the difference? Recently my colleague Ben worked on a project where he identified the different levels of co-branding and pointed out a good partnership. The document turned out be thirty something pages BUT for the sake of this blog entry I will explain it in two paragraphs.

There are four levels of co-branding, I am going to focus on the top level (the other levels I’ll focus on another day) which is Complementary Competence. Complementary competence is when each co-branding collaborator (i.e., the brands) commits skills and resources to create greater value than could be achieved individually, think 1+1=3.

Now, obviously by the image below you know what I think is a good co-branding partnership. Nike and Apple came together to create the Nike+iPod Sport kit. This partnership created something new, 1 + 1 = 3. The core competencies of both are utilized to raise value perceptions for each brand. The result of this… I’ll leave that for you to decide, I’m just a brand knave.

This entry was posted on Wednesday, January 23rd, 2008 at 5:04 am and is filed under Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.