Branding. How important is it? Well, we at B2B International firmly believe that building a strong corporate brand is the only sure way to differentiate an industrial product. But while the importance of branding can sometimes be overlooked in the b2b arena, there can be little doubt of the huge part it plays in most areas of consumer marketing.
So, it was with interest that we noticed a recent article in Marketing Magazine – Brand Blending – which discussed a relatively untried and untested strategy of combining two well-known brands to make a new offering.
This ‘phenomenon’ can already be seen in the Food & Drink sector in examples such as Smirnoff Vodka & Ocean Spray Cranberry Juice, and Gordon’s Gin & Schweppes Tonic (both are canned drinks featuring two premium brands that have been pre-mixed by Diageo).
Now packaged-goods company Proctor & Gamble has launched its Total Effects Touch of Foundation skincare range, which combines two of its well-known brands, Olay moisturiser and Max Factor foundation.
At this early stage, opinions seem to be mixed as to whether this co-branding strategy is a good move or a dangerous one. Does the combination of two strong, complementary brands always prove mutually-beneficial? Some people believe there is a clear benefit in grouping products together in this way, providing at the very least a short-term boost to both brands. Yet others are concerned that such a move risks confusing consumers and blurring the values that the market associates with each individual brand, in effect denigrating its hard-earned brand values.
Time will tell if this ‘brand blending’ technique proves to be a strategy more companies adopt.
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This entry was posted
on Tuesday, November 17th, 2009 at 11:28 am and is filed under Branding, Marketing, Packaging, Re-branding.
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