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    Top of The Funnel Co-Branding: Aman Basil MBA06018

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    Aman Basil
    The document discusses co-branding strategies where companies partner together to offer new products or services. It outlines advantages like risk-sharing but also risks if brand images clash. It provides an example of the successful co-branding partnership between Taco Bell and Doritos and their Doritos Locos Tacos product.

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    Top of The Funnel Co-Branding: Aman Basil MBA06018

    Uploaded by

    Aman Basil
    12 views1 page
    The document discusses co-branding strategies where companies partner together to offer new products or services. It outlines advantages like risk-sharing but also risks if brand images clash. It provides an example of the successful co-branding partnership between Taco Bell and Doritos and their Doritos Locos Tacos product.

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    Top of the Funnel

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    The document discusses co-branding strategies where companies partner together to offer new products or services. It outlines advantages like risk-sharing but also risks if brand images clash. It provides an example of the successful co-branding partnership between Taco Bell and Doritos and their Doritos Locos Tacos product.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    12 views1 page

    Top of The Funnel Co-Branding: Aman Basil MBA06018

    Uploaded by

    Aman Basil
    The document discusses co-branding strategies where companies partner together to offer new products or services. It outlines advantages like risk-sharing but also risks if brand images clash. It provides an example of the successful co-branding partnership between Taco Bell and Doritos and their Doritos Locos Tacos product.

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    Top of the Funnel

    Co-Branding
    Aman Basil MBA06018

    Now more than ever, brands are exploring new opportunities to gain market share and engage with
    prospective consumers. Marketing strategists are thinking outside the box, and many consider
    working together with another brand to execute an innovative and influential campaign.

    Co-branding is a strategy followed by companies who come together to offer a unique product or
    service that they hope will offer better value to the customer than the sum of its parts. Co-branding
    has various advantages, such as risk-sharing, generation of royalty income, more sales income,
    greater customer trust on the product, wider scope due to joint advertising, possible technological
    benefits, and better product image by association with another renowned brand.

    However, co-branding is a strategy that needs to be approached carefully and cautiously. If done
    wrong, it can backfire spectacularly. Co-branding is built on the foundation of collaboration, and
    when completely different cultures collide, it might not always be ideal.

    Brand images can clash, and market segments can be misled if companies fail to demonstrate a
    seamless, sensible connection. For example, if a prestigious high-end brand shares voice with one
    perceived as mass-market or lower quality, the co-branding partnership can fail due to mixed
    messages and confused consumers.

    However, when done right, co-branding has amazing potential. That can be seen from the case of
    Taco Bell and Doritos, and their new product offerings.

    Taco Bell partnered with Doritos and came up with the “Doritos Locos Tacos”, a product that sold
    over 100 million units in the first ten weeks after launch. It was such a successful and perfect pairing
    that Taco Bell had to hire an additional 15,000 workers just in order to keep up with the increased
    demand and higher traffic.

    This strategy worked so well for only one reason. Both Taco Bell and Doritos share the same
    consumer. Young people with a penchant for cheap, fast, junk food — which is exactly where both
    brands excel. This is such a perfect pairing that the original Nacho Cheese Doritos Locos Tacos that
    debuted in 2012 still remains on the Taco Bell menu to this day.

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