Product branding is a sound way of successful marketing though the cost can be prohibitive, affordable only to those with deep pockets. The brand building by "Nirma" in the detergent sector and "Rasna" in the beverage area in India are prime examples of small start up companies with limited resources being able to challenge market leaders in their respective fields. With competition hotting up in the market place, even those with deep pockets are feeling the heat making them look for more effective strategies. The cross over branding or co-branding approach successfully deployed by many strong brand leaders in non-food areas seems to be contributing to better value addition as being reported by market experts.
"With the increased sophistication of today's consumers it becomes vital for brands to understand their audiences' needs and desires as consumers decide, in fact, the life or death of a brand. Consumers in the 21st century have become increasingly aware of the quality of the products and services they seek and now search for added value in these items. Crossover branding, if rightly conceived and managed, can provide an attractive 1+1>2 formulas which creates added value for both participating brands and consumers.
Danone and Motta, both in the food industry, co-branded a yogurt ice-cream called Yolka that successfully satisfied the desires of healthy conscious gourmand and avoided direct competition to their respective brand portfolio".
If one calls such an approach as value building for brands, it can also be interpreted as monopoly building if the products of the two brands are same. But if products are complimentary none should have any objection to such moves. In India coming together of brands happens only when ever marketing schemes are introduced for limited periods and the association does not last long, serving only as as an advertising tool. Probably cross over branding will take roots in India in the near future if some of the leading players have to stay in business or prosper.
V.H.POTTYIf one calls such an approach as value building for brands, it can also be interpreted as monopoly building if the products of the two brands are same. But if products are complimentary none should have any objection to such moves. In India coming together of brands happens only when ever marketing schemes are introduced for limited periods and the association does not last long, serving only as as an advertising tool. Probably cross over branding will take roots in India in the near future if some of the leading players have to stay in business or prosper.
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