Joint Marketing or Co-Branding Agreement
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A joint marketing agreement is a contract pursuant to which one or both of the parties will collaborate in order to promote the sale of product and service offerings of the other party.This article does not address the terms and conditions of sale of products and services to customers.
Brand partnership, or co-branding, is a popular marketing technique used to transfer the success of one brand to the partnered brands. With co-branding, one partner offers their branded product in conjunction with another company's branded product, such as a fast food restaurant offering a branded toy with a meal.
A corporation or company brand. A product brand. A personal brand.
GoPro & Red Bull. Pottery Barn & Sherwin-Williams. Casper & West Elm. Kanye and Adidas. BMW & Louis Vuitton. Starbucks & Spotify. Apple & MasterCard. Airbnb & Flipboard.
Company Name Branding. Well-known brands leverage the popularity of their own company names to improve brand recognition. Individual Branding. Attitude Branding. Brand Extension Branding. Private-Label Branding.
According to Chang, from the Journal of American Academy of Business, Cambridge, there are three levels of co-branding: market share, brand extension, and global branding.
Types of Co-brandingCo-branding is of two types: Ingredient co-branding and Composite co-branding. Ingredient co-branding implies using a renowned brand as an element in the production of another renowned brand. This deals with creation of brand equity for materials and parts that are contained within other products.
The Taco Bell/Doritos partnership detailed below is a perfect example of co-branding. Or, for instance, when Nike partnered with Apple for Apple Watch Nike +. A common example is when your favorite brand or retailer partners with a credit card company for a co-branded credit card like Bloomingdale's American Express.