Dual-branding is nothing new. It gives organisations a way in which to instantly convey multiple and strong messages about their brand, and for over fifty years some of the world’s biggest household names have collaborated highly successfully creating 'super-brands’ to drive sales. Think of Jamie Oliver and Sainsbury’s eleven year collaboration, widely thought to be one of the most successful partnerships in the retail industry. Or fashion chain H&M’s similarly high profile work with famous designers from Karl Lagerfeld, the first in 2009, to Balmain in 2015.
What's so great about using dual-branded products?
The benefits of dual-branding promotional merchandise for your organisation's promotional campaigns are compelling, and it’s all about psychology. The message of quality and specialism conveyed by companies using the products of market leaders like Helly Hansen, Parker and Titlelist will reflect upon whoever is the giver of the product.
- Image - when a company’s logo is seen alongside that of a renowned brand, that company immediately benefits from the suggested association with the image of the co-brand.
- Perceived value - this can be instantly enhanced if the item is produced by a well-recognised brand. For example, the perceived value of a promotional pen made by Parker will be higher than that of an un-branded pen.
- Consumer loyalty - dual-branding has the effect of enhancing and transferring feelings of loyalty and affection towards the partner company - yes, that’s you! It’s the kind of marketing that a business can’t usually buy.
How to choose the right co-brand & products
- Choose a co-brand which will be a good fit for your own organisation’s image, services or products. Luxury? Recreational? Useful? Perhaps techy? Think about the co-brand and how it styles itself; will it sit well with your company’s own image?
- Research the product options for dual branding. We work with a number of companies to be able to bring you great variety from well-known brands. Get canny with a product choice which is relevant to your company or the message you’re trying to get across.
- You’re a marketing expert - right? So get creative; consider carefully the branding and message you want to apply to the products. Your logo will be printed, embroidered, embossed etc, but think also about using a message or strapline to maximise your investments in so great products.