• Co-branding consists of two or more companies which agreed to join their brands on a single product.

• Co-branding increases the strength of brands that makes customers invest your products.

• Establish more brands helps your product gain acceptance from customers.

Example

It is common for computer makers such as Hewlett Packard, Acer and Dell to highlight in their advertisements and label on their computer units the use of Intel processors. Even fairly unfamiliar brand such as Axioo, are able to sell notebooks by using Intel processors, which have become widely recognised and accepted by consumers.

Tip

A popular way of leveraging on a more established brand is ingredient branding. This is when well-known materials, components or parts are used with or integrated into your product. This collaboration is highlighted, usually by listing the established brand with your own brand.

• Celebrity endorsement enhance your brands leverage.

• Celebrity endorsement will benefits your brand with a strong impact in the market.

• Important to evaluate the image and value of a celebrity endorsement as it affects your brands.

• By celebrity endorsements, you can create ideas on promoting your brands.

Example

In 2000, Jamie Oliver’s career as a chef was taking off with a successful television programme, The Naked Chef, and bestselling cookbooks under his belt. In the same year, Sainsbury’s, Britain’s third largest supermarket chain, signed him on with a £2 million a year endorsement deal. It proved to be a worthy investment with Oliver helping to generate an estimated increase of £1.12 billion in sales in the first two years of his endorsement.

Tip

On the flip side, some celebrities may dilute your campaign by endorsing other products that are very different from yours or even contradicts and draws focus away from your brand or product.

Consumers are also savvy enough to perceive it when the celebrities do not use or believe in the brand they endorse. Last but not least, remember that celebrities are not perfect. They can be embroiled in scandals or lose popularity.

• Corporate social responsibility[CSR] is an organisation which commit to environment, consumers, employees, stakeholders and communities in carrying out activities.

• Building the CSR mechanism in the organisation in aiming to return in society and not seeing it as branding tool.

• Companies that engage in CSR will increase brand value, enhanced image and improved financial performance.

• CSR needs the company to be passionate and integrated in the business.

Example

Several well-known companies, such as Ben & Jerry’s and The Body Shop, have championed CSR. They are recognised and rewarded for their strong corporate ethics and social responsibility.

Tip

Ben & Jerry’s reputation for being socially responsible was well established over the years on philanthropy, fair treatment of employees and environmental practices. You should not just claim to be socially responsible – you need to walk the talk.

Ben & Jerry’s procures fair trade ingredients whenever possible, such as free-range eggs and sustainably produced dairy products. This helps to ensure that more people are working in safe conditions, working reasonably hours and receiving fair wages. Ben & Jerry’s participates actively in community-based development projects to look into sustainability. They also donate a portion of its pre-tax profits to corporate philanthropy.