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Managing Creativity for Marketing and Advertising
Pages 8 (2008 words)
CO-BRANDING: THE TECHNO HOODIE Name: Course: Tutor’s Name: (Date) Introduction Co-branding refers to the combination of two or more brands to make a new product. It is a concept that has in recent times gained much attention and significance owing to the fact that it has a role in creating synergy.
Beem (2010) reckons that if carefully prepared and properly executed, co-branding is one of the best strategies that can be used to penetrate markets, survive financial down times and even grow. Taking the strongest elements of one brand and combining these with the best complementary brands to create a new product can in fact lead to the potential worth of the new product being greater than that of the sum of the two products (synergy). Gap Clothing and Apple I-pod The two brands chosen for co-branding in this case are GAP - a popular brand from the apparel industry, and Apple - one of the most popular brands in the music/technology industry. To make the new product, GAP’s hoodies and Apple’s iPod will be combined to create clothing from GAP that encompasses Apple’s slogan and promotes the values that Apple stands for. The new product is to take advantage of the position of the two in their specific markets and further strengthen their image of being trendy and cool. Visual of the New Product: The Techno Hoodie The form of presentation of the co-branded product will be a techno hoodie. A hoodie is a sweatshirt characteristic of a hood and is regarded as the most important cultural product of the Western world in the 20th Century. ...
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