Articles
The benefit of dual branding
Two companies branding one product – it’s becoming more common. It also makes sense, especially for smaller companies, as working together is a way to share risks, costs and other benefits. It’s a new business and branding model based on companies being much more open and collaborative and is a reflection on a society demanding brands be more experimental, rather than monolithic.
Co-branding in the fashion and lifestyle sector
The two fashions labels, Giorgio Armani and Reebok have collaborated to launch a new collection. Armani wanted to extend their range to include sports clothes to match the style and comfort of their brand. This fits in with their current audience who care about design, fashion and fitness. Adidas has also collaborated with Lucas film to launch a Star Wars footwear range.
Coca-Cola teams up
Coca Cola wanted to capture the passion women have for fashion, by teaming up with an online fashion brand, Asos and the publisher, Bauer Media, to co-brand Diet Coke and help capture the female audience. The can shares the usual Diet Coke logo along with a hot pink leopard skin design.
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