By Guillermo Armenta *

Did you know that many brands get revitalized by co-branding? Or that they even leverage and pay to seek brand associations that increase consumer desire and preference.

Co-brandings can be the perfect move in these times for some brands like yours, for example, in the World Cup.

This collaboration, through the sum of two brands, provides various benefits for both and together they generate synergies for the services or products they offer for the consumer.

For this to impact the markets and business indicators; It is important that both brands offer, complement and provide benefits for consumers.

The advantages

From a business point of view, co-branding expands the value of two brands that complement each other, and with it reaches a larger audience, in addition, this represents an equitable sharing of investments between the brands in order to increase their value. as a brand.

From this perspective, co-branding also changes the value of competition and rivalry in marketing strategies.

Hearings scope

According to FIFA, 270 million people globally are actively involved in this sports industry, players, referees, managers, among others, who work for us to enjoy soccer, having a media reach of 1,000 million people.

This data represents broad audiences that we can reach by offering more specific or increased benefits and complementing the value of one or more brands.

Reference cases

Examples of interesting co-brandings can be:

Apple & Nike. The benefit of connecting technology with training.

Johnnie Walker & Turin. Increase product ranges to increase the target base.

Fiat & Gucci. Launch of an iconic car with ultra style.

How to apply it: give your customers what they want.

It is important to see the benefits increased when we collaborate with another brand, because if done correctly it brings freshness and creates differentiators that better satisfy consumers.

So do not forget to think about how to improve the lives of your customers by making efforts with other brands that complement them, there is much to be gained if some doors are knocked on and fresh proposals are brought to the market, because, definitely, co-brandings can be the game. perfect for an event like the World Cup.

* Senior Partner Horizones Consulting