电子商务营销实务课件 (10).pdf
1What is co-branding?22The definition of co-branding The successful co-branding case analysis The benefits these companies gain from co-brandingRest Stop:Previewing the Concepts3 37-3Co-brandingBranding involves building and managing brands.Co-branding an existing brand can leverage associations by linking itself to other brands from the same or different company.Co-branding occurs when two or more existing brands are combined into a joint product or are marketed together in some fashion.4 47-4Co-brandingBranding involves building and managing brands.Co-branding an existing brand can leverage associations by linking itself to other brands from the same or different company.Co-branding occurs when two or more existing brands are combined into a joint product or are marketed together in some fashion.5Co-branding is an arrangement that associates a single product or service with more than one brand nameWhat is co-branding 6FAW-VolkswagenXiaomi-Hatsune MikuXiaomi Line friendsUniqlo and KAWSThree successful cases of co-branding7FAW-Volkswagen FAW-Volkswagen corporation is a large-scale passenger car manufacturer between FAW Group Corporation and Volkswagen,with share investments of 60%and 40%respectively.Volkswagens 40%investment is divided between Volkswagen AG(20%),Audi AG(10%),and Volkswagen Automobile(China)(10%).8FAW-VolkswagenFAW-Volkswagen was established in 1991,with the first A2 Jetta automobile.Audi became a member of the partnership in 1995.FAW-Volkswagen have extended from the Jetta to include the Bora,Caddy,Golf,Magotan,Sagitar,Audi,etc.In 2016,FAW-Volkswagens sales volume reached to 3000 billion RMB(,2018).9Co-branding:SagitarSagitar is the most popular car produced by FAW-Volkswagen with sales volume of 151 million in 2017(,2018)10co-branding:MagotanMagotan is the second most popular car,offered by FAW-Volkswagen with sales volume of 171 million in 2017(,2018)11Xiaomi&Hatsune MikuHatsune Miku is an anime cultural brand from Japan and now very popular among young peopleXiaomi is a Chinese famous Smartphone brand Hongmi Note 4X limited version with the logos of Xiao mi and Hatsune miku12Xiaomi&Hatsune MikuHatsune Miku is anime cultural brand and very popular among young people 13Xiaomi&Hatsune MikuHongmi Note 4x limited version is very popular in the anime group,the price of it increasing from 1299RMB to 6999RMB in Japan.14Xiaomi&Line FriendsLINE FRIENDS is a global character brand famous for its impressive characters,which were originally created for use as stickers by the leading mobile messenger application LINE and its 200 million active users worldwide.Xiaomi is a Chinese famous Smartphone brand the Xiaomi9 SE Brown Bear Limited version,Xiaomi Brown Bear suitcase and battery,and Sally limited version of Automatic hand sanitiser,suitcase,and battery15Xiaomi&Line friendsXiaomis Sally limited version of an automatic hand sanitiser as an example.The attractive and vivid image draws young peoples attention.Its sales volume reached 100,000 in the first week of listing on the market.16co-branding:Uniqlo and KAWS 17KAWS Brian Donnelly(born 1974),known professionally as Kaws(stylized as KAWS),is an American artist and designer.His work includes repeated use of a cast of figurative characters and motifs,some dating back to the beginning of his career in the 1990s,initially painted in 2D and later realised in 3D.Some of his characters are his own creations while others are reworked versions of existing icons.18KAWS 19KAWS Not only have its references to popular culture captured the essence of zeitgeists past and present,its associations to mainstream fashion and other entertainment labels have also ingeniously turned the KAWS brand into a household name20co-branding:Uniqlo and KAWS The most recent fashion co branding in the Chinese market between Uniqlo x KAWS(UT collection)officially released in China on June 3,2019,leading the same series in Japan for 4 days.21co-branding:Uniqlo and KAWS The UT stands for Uniqlo T-shirt,this series presents the pop culture such as movies,cartoons,and art.Uniqlos Tmall flagship store was sold out in three seconds,which is not surprising for the new launch of trendy products in China.However,in all offline Uniqlo shops in China has been unprecedentedly Snapped up and becoming hot news.22co-branding:Uniqlo and KAWS 23co-branding:Uniqlo and KAWS According to the result of WeChat Index,KAWSs search index has risen more than 180,000 times in the past month.Uniqlos search index,on the other hand,was exaggerated to nearly 80 million24Why do these companies need Co-Branding?What benefits do they get from these co-branding?25Borrow needed expertise:Leverage equity you dont haveReduce cost of product introductionExpand brand meaning into related categoriesBroaden meaningIncrease access pointsSource of additional revenue Advantages of Co-Branding26Washburn and his colleagues(2000)study the effects of cobranding on the brand equity of both the cobranded product and the constituent brands that comprise it,both before and after the product trial.Research in the effects of co-branding on the brand equity27Their finding suggests that cobranding is a win/win strategy for both cobranding partners,regardless of whether the original brands are perceived by consumers as having high or low brand equity.Research in the effects of co-branding on the brand equity28Although low-equity brands may benefit more from cobranding,high-equity brands are not denigrated,even when paired with a low-equity partner.Further,positive product trials seem to enhance consumers evaluations of cobranded products,particularly those with a low-equity constituent brand.Research in the effects of co-branding on the brand equity29Based on the theory of conceptual combinations,Park,Jun,and Shocker(1996)use a psychological perspective to examine the effect of the co-brands ordering.A conceptual combination(apartment dog)includes a modifying concept,or modifier and a modified concept,or header.Research in the effects of co-brands ordering30Based on the theory of conceptual combinations,Park,Jun,and Shocker(1996)use a psychological perspective to examine the effect of the co-brands ordering.A conceptual combination(apartment dog)includes a modifying concept,or modifier and a modified concept,or header.For example,apartment Research in the effects of co-brands ordering31For example,apartment dog is a conceptual combination where a modifying concept or modifier is apartment,and a modified concept,or header is dog.Research in the effects of co-brands ordering32Park and his colleagues conducted a lab experiment to examine the different means that Godiva(associated with expensive,high-calorie boxed chocolates)and Slim-Fast(associated with inexpensive,low-calorie diet food)could introduce a chocolate cake mix separately or together through a co-brand.Research in the effects of co-brands ordering33Their finding suggests that the co-branded version of the product was better accepted than if either brand attempted to extend individually into the cake mix category.Their finding further suggests that consumers impressions of the co-branded concept are driven by the header brand.Research in the effects of co-brands ordering34For instance,the Slim-Fast chocolate cake mix by Godiva was thought of as having lower calories than if the product was called Godiva chocolate cake mix by Slim-Fast;the reverse was true for associations of richness and luxury.Research in the effects of co-brands ordering35Similarly,consumers impressions of Slim-Fast after exposure to the co-branded concept were more likely to change when it was the header brand than when it was the modifier brand.The findings indicate how carefully selected brands can be combined to overcome the potential problems of negatively correlated attributes(here,rich taste,and low calories).Research in the effects of co-brands ordering
