This article is from WeChat official account: FBIF Food and Beverage Innovation (ID: FoodInnovation) span> , Author: Fafa, edit: Momo, The picture of the title comes from: Visual China
At one time, co-branding was a nirvana for brand marketing. The two brands announced the success of the partnership, and they often became the objects of much attention, setting off a wave of consumption. Now, the joint name seems to have become the daily task of brand marketing. The market seems to be a social dance floor, and the dance is changed at the end of the song, and it is difficult to attract attention.
Picture source: Weibo @奈雪的茶Nayuki
Picture Source: Weibo@好利来
Taking the past three months as an example, Naixue and Haohuanluo launched a soft European bag with snail noodles, Hollyland and Haagen-Dazs teamed up to make desserts, and KFC and the Palace Museum created a moon cake gift box…the joint name launched one after another The products are dazzling.
Under this crazy joint offensive, will you still have a sense of surprise?
The previous joint name is indeed easier to catch the eye.However, when brands wantonly create co-branded products, consumers’ attitudes towards co-branding will tend to become insensitive, and this marketing strategy will gradually fail, and even counteract the brand itself.
Everything may be co-branded, but co-branding is not a panacea. When food and beverage brands follow up on this trend, don’t forget to calm down and ask yourself:
What kind of joint name do I need?
In addition to the obvious advantages, what are the disadvantages hidden in the joint name?
It’s not a waste of effort, how should I make a joint payment?
This article attempts to comprehensively analyze the three types of joint names and their respective advantages, discuss the defects of joint names that brands often ignore, and finally summarize the methodology of how to do a good job of joint names in the food and beverage industry.
First of all, what is a joint name
What is the joint name? Everyone seems to understand. But I really care about it, and I can’t tell why. At least, the joint name is definitely not a combination of two brands or two products.
Two or more independent subjects are connected to each other, giving full play to their respective advantages, and achieving the effect of 1+1>2 through product innovation and topic communication is a complete understanding of the joint name.
From a systematic point of view, the current common joint names are mainly divided into the following three types:
1. Brand × Celebrity
This form of joint name has existed for a long time, and it is almost ignored by the market and consumers for a long time. But compared to ordinary celebrity endorsements, brand and celebrity co-branding needs a deeper connection. Incorporating the image or signature of a celebrity into the packaging, inviting to participate in product design, and selling the gift box around the celebrity are all common ways of cooperation.