brandXpress blog

A very interesting article in NY Times, couple of days ago, on how (co) branding and nowadays marketing strategies had changed the way music industry is running its business. It is focused especially on names and bands “whose generation embraced the anti-big-business motto “never trust anyone over 30” in the 1960s, toots the corporate horn” nowadays.

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Co-branding (also called Dual Branding) has become a rage in the marketing arena, with companies realizing that isolation is not after all the best policy. The markets of yesterday saw companies focusing on the customer thinking about “How can I promote my jeans?” The marketers today believe that the myopia needs to clear off to [...]

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We discussed earlier that co-branding is not a new concept, and that it remains crucial to consider the strategic objectives of the project and to address all the possible risks before it is launched. Co-branding can be an asset in nearly all aspects of marketing, from creating initial awareness to building loyalty. There are four [...]

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Marketing goods or services under two or more trademarks of different companies is a popular way to broaden an existing or new brand’s exposure in the marketplace and can be used in many ways. Although co-branding is not a new concept, it remains crucial to consider the strategic objectives of the project and to address [...]

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