CO BRANDING2 Essay Example

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A co-branding is a marketing tool that is used by firms that use different brands to market their products and services. It is a marketing partnership that advertises products and services from different brands (Begemann, 2010). Co-branding is a popular marketing strategy because it enables businesses to pool their strengths and loyal customer centers while sharing promotional and advertising costs. Each co-branded product can move outer of their customer centers and increase the attention of the customers of another popular and trusted brand. Co-branding is combining the brand acknowledgment of two products or services into a sole product that customers are ready to pay extra.

An example of international brands that have used the co-branding is Disney consumer products and Crocs. Croc is a footwear business that is known globally. It costs extra to sports Minnie Mouse on Crocs, but, seeing a smile on children’s face when they identify a preferred Disney personality on their shoes is worth the price to many customers (Braun & Latham, 2014). Disney is one of the well-known brands globally. Combining with the Crocs expands the business of the footwear globally. The Disney and Crocs target children and adults. The Disney and Crocs feature the Mickey icon made in the die cut manufacturing methods. Another footwear has the other models that emphasize the different characters of Disney’s. Disney is one of the well-known brands in the fashion industry (Wasko, 2013). Disney relationship with Crocs is rewarding because it produces exceptional flair of footwear that has been received well by customers worldwide.

Croc is a growing designer and manufacturer of footwear for people under the Crocs brand. Footwear products of Crocs combine closed-cell resin material that signifies an important invention in footwear comfort. Closed cell resin material enables the production of soft and lightweight shoes that are important for recreational purposes such as hiking, boating, and fishing. Disney consumer products cover the Disney brand to merchandise ranging from, toys, decor, apparel and books to interactive games. Disney consumer products and crocs are coherent since the Disney consumer products and Crocs complement each other easily. The Disney consumer products and the Crocs, each has the unique selling points. The strength of the Disney consumer products is Solid product collection. Disney’s products comprise the transmission of television network ABC and cable networks. The solid development of cable television, Disney’s consumer product offers a competitive benefit for the company over its competitors. Brand standing that has been popular for a long time in US and has been widely known worldwide, because of its Disney Channel. :

The strength of Crocs is the popularity of the brand worldwide. Crocs have Croslite material, which offers them a competitive benefit in the marketplace and Increases the reputation of their shoes (Blackett, 2010)

When co-branding is carried out effectively it yields trustworthiness. The trustworthiness permits businesses to build their brand by joining up with another cherished business. It also extends the reach that enables gaining the interest of each other’s market and double marketing budget. The huge advantage of co-branding is that the expenses are shared between both parties.Co-branding offers any business the chance to increase their market share. These benefits are seen as a result of successful co-branding. However to get these benefits, it is very important to choose your partner well.


Begemann, F. (2010). Co-branding as a brand strategy: An analysis from the resource-based

view. Norderstedt, Germany: Grin Verlag.

Blackett, T., Boyd, B., Interbrand (Firm), & Palgrave Connect (Online service). (2010). Co-

branding: The science of alliance. Hound mills, Basingstoke, Hampshire: Macmillan Business.

Braun, M., & Latham, S. (2014). Mastering Strategy. Santa Barbara: ABC-CLIO.

Wasko, J. (2013). Understanding Disney: The Manufacture of Fantasy. Hoboken: Wiley