A new product that is the result of two brands collaborating should primarily mesh with the values of those brands , rather than with their other products . It wouldn ' t be such a surprise if Hummer were to start making sturdy kids ' strollers , even though the firm mainly builds cars . Engaging in a collaboration may help improve the plausibility of ' brand-alien ' aspects in the customer ' s perception .
Philips entered into collaboration with , among others , Swarowski for the manufacture of a luxury , crystalstudded USB stick . Their goal was not so much to sell large numbers , but rather to adjust their respective positioning . The partnership enabled Philips to enhance the status of its products , while Swarowski ' s association with a high-tech company allowed it to upgrade its somewhat old-fashioned image .
comparison to other cartoon movies , then it might add only 10 % to a box of cornflakes . The reason is that the ' entertainment ' aspect for which Disney is famed plays a subordinate role with respect to cornflakes , where other aspects dominate such as nutritional value , flavour and convenience .
In addition one must ask what the position of the added brand is in comparison to the main brand . For Macbooks by Apple , for instance , having an ' Intel processor inside ‟ may not carry as much weight as for a weaker computer brand such as Toshiba .
Developing a unique product
Consumers often see one of the two brands as more important than the other . This is termed brand dominance . This is generally due to the fact that one brand triggers more associations in the consumer ' s perception , for example thanks to brand familiarity , the promotion upon introduction , the function of the product , or the distribution . Considering tablets with beneficial properties for the skin : should we associate these with skin creams ( such as Biodermal ) or with vitamin pills ( such as Davitamon )? It may therefore prove useful to make one of the brands dominant , and to give the other brand a supporting role .
Co-branding actually means relying on the value of the added brand . The independent value of this can be calculated reasonably well using methods such as the Brand Asset Valuator ( see above ). Usually , the added brand is used to highlight certain aspects of the product . Accordingly , the added value should only be seen in relation to this aspect .
Suppose , for instance , that the Disney brand on a DVD cartoon makes it possible to ask a 50 % higher price in
Having a unique product is an important means of setting yourself apart on the market and of keeping your competitors at bay . It actually means that you have a small monopoly . This gives protection for
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