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5 Common Co-branding Strategies

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Strategic Brand Fusion

Co-branding an acquired company is a complex process that requires careful consideration and planning. There are several common solutions that companies can use to successfully co-brand an acquired company, including:

  1. Retain the acquired company’s brand: In some cases, the acquired company’s brand may have a strong reputation or customer base that the company wants to retain. In this case, the company may choose to keep the acquired company’s brand intact, while still integrating it into the overall company structure.
  2. Merge the two brands: Another solution is to merge the two brands into a new brand identity that reflects the strengths and values of both companies. This can be a complex process that requires careful consideration of both brands’ visual identity, messaging, and overall brand strategy.
  3. Sub-brand the acquired company: A sub-brand is a brand that is part of a larger brand family but has its own distinct identity. This solution allows the acquired company to maintain some independence while still being part of the overall brand family.
  4. Create a new brand identity: In some cases, it may be necessary to create a new brand identity that reflects the combined values and strengths of both companies. This solution can be a fresh start for the acquired company and can help differentiate it from competitors.
  5. Phase out the acquired company’s brand: While this is not always the preferred solution, in some cases it may be necessary to phase out the acquired company’s brand entirely. This can be a difficult decision, but may be necessary in cases where the acquired company’s brand has a negative reputation or does not fit with the overall brand strategy.

Overall, co-branding an acquired company requires careful consideration and planning to ensure a successful integration of both brands. The solution chosen will depend on the specific circumstances of the acquisition and the goals of the company.

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