Cobranding and Dual Branding in promotional merchandise

Many very successful brands have reaped the benefits of cobranding - this is when two brands come together in partnership to advertise and promote the brand values of both. The aim being to be more than the sum of the parts.

Famous examples in the sports arena include Nike’s partnership with Apple which goes back to the early 2000’s. More recently they have combined in a whole product range Nike +, a range of clothing and sports shoes containing tracking technology which can link to your Apple iPhone.

Bolder than this is, the partnership between Red Bull and GoPro – advertising and sponsoring together the adventure sports. This culminated in the "Stratos" project, the world record jump by Felix Baumgartner from a space pod more than 24 miles above Earth's surface with a GoPro strapped to him. This was not just a stunt for the two brands, it was believed that it ‘embodied the value of reimagining human potential that define both GoPro and Red Bull’.

 

So if you have not got the marketing spend of Apple, Nike or Red Bull? Well the reason that brands come together is that they believe the association with each other enhances the position – but you don’t have to spend big to dual brand – placing your brand next to a larger well established brand. That way you can benefit from their presence and brand capital.

Dual Branding Opportunities with Pavilion

Pavilion has established relationships with a number of promotional product sources which can allow for dual branding – brands such as

Gilbert Rugby – the premier ball brand

This means that a less well-known brand can be viewed with the world famous and been seen in the same light. Carrying the same brand values at a modest cost.

We have many opportunities to do this – with Slazenger clothing and bags

Nike clothing

Galloway, Taylor Made and Nike Golf brands

The full list of brands which we can dual brand includes

• Nike
• Callaway (Golf)
• Taylor Made (Golf)
• Wilson (Tennis and American Football)
• Asics (Running and Gym Wear)
• Slazenger
• Gilbert

Disadvantages of Dual Branding

Given the advantages what are the disadvantages? Well, there is the danger that your brand will not be ‘seen’ – focus going to the larger well known logo. There can sometimes be restriction on what you can and cannot do – but Pavilion can provide advice on this. Finally, do be aware that because certain brand insist that products are made in their approved factories, lead times cannot often be longer than other products and the degree of flexibility is not always what it could be. Again our knowledge of the industry will help guide you through this.