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Co-branding is a marketing strategy that utilizes multiple brand names on a good or service as part of a strategic alliance. Also known as a brand partnership, co-branding or "cobranding" encompasses several different types of branding collaborations, typically involving the brands of at least two companies. Each brand in such a strategic alliance contributes its own identity to create a melded brand with the help of unique logos, brand identifiers, and color schemes. The point of co-branding is to combine the market strength, brand awareness , positive associations, and cachet of two or more brands to compel consumers to pay a greater premium for them.
More insurers are finding benefits in marketing new health plans with regional providers, as a way to leverage prominent brands, make networks more accessible and also create potential competitive threats. In southern New Jersey, Independence Blue Cross's AmeriHealth New Jersey subsidiary is in the midst of expanding a collaborative strategy with Cooper University Health Care, extending a co-branded plan to the south Jersey coast in a partnership with local independent providers. Originally called Cooper Advantage AmeriHealth, the plan was introduced last October in Camden, Gloucester and Burlington counties for individuals and small employers, with a range of benefit tiers that attracted about 11, members in the first six months. Now the plan is being renamed Community Advantage, available to individuals and small businesses on and off the public exchange, and being opened to coastal residents with the addition of the Shore Medical Center in Somers Point and Cape Regional Medical Center in Cape May. The two small community hospitals are not a part of Cooper, but the network design means residents of Atlantic and Cape May counties can subscribe to the plan to receive most healthcare locally and access Cooper's bed Camden hospital and numerous specialists for advanced care.
In fact, in order to clean themselves, they partner with a tiny fish called a barbell. This symbiotic relationship is like co-branding , in which two or more companies team up to create a product or service. Oftentimes, these unifications seem like no-brainers. Others leave us scratching our heads, as if we had just seen a 3, pound hippo let a five pound fish into its mouth for some dental work. This article will guide you through the concept of co-branding, while giving fresh insight into the process, as well as dynamic strategies.