{"id":18636,"date":"2017-10-31T12:21:32","date_gmt":"2017-10-31T12:21:32","guid":{"rendered":"http:\/\/commo.es\/?p=18636\/"},"modified":"2017-11-03T08:24:32","modified_gmt":"2017-11-03T08:24:32","slug":"que-es-el-co-branding","status":"publish","type":"post","link":"https:\/\/commo.es\/ca\/que-es-el-co-branding\/","title":{"rendered":"Qu\u00e8 \u00e9s el co-branding?"},"content":{"rendered":"

\u00c9s dif\u00edcil per a una marca sobreviure avui en dia en un mercat en qu\u00e8 tot existeix per duplicat. Per aquesta ra\u00f3, als 90 va n\u00e9ixer el concepte de co-branding, que es va tornar a posar de moda el 2010 a causa de la crisi. I qu\u00e8 \u00e9s aix\u00f2 del co-branding? El terme es refereix a l\u2019associaci\u00f3 de diferents marques<\/strong> amb l\u2019objectiu de potenciar la seva imatge, el seu valor i la seva rendibilitat<\/strong>. \u00c9s b\u00e0sicament un \u201cla uni\u00f3 fa la for\u00e7a\u201d aplicat al branding.<\/p>\n

Si es fa b\u00e9, aquesta sinergia pot convertir-se en un win to win<\/strong> i aportar a la teva marca grans beneficis com per exemple un augment de la quota de mercat, una millora de la imatge de marca<\/strong>, o una major rendibilitat.<\/p>\n

Tipus de co-branding<\/strong><\/h2>\n

I com en tota estrat\u00e8gia de m\u00e0rqueting, el co-branding tamb\u00e9 t\u00e9 diferents t\u00e8cniques. Segons Tom Blackett i Bod Boad, autors de \u201cCo-branding: The Science of Alliance\u201d existeixen quatre tipus:<\/p>\n

    \n
  • Co-branding de coneixement<\/strong>: Es d\u00f3na quan l\u2019objectiu d\u2019ambdues marques \u00e9s expandir-se geogr\u00e0ficament per arribar a altres p\u00fablics.<\/li>\n
  • Co-branding de promoci\u00f3 de valors<\/strong>: Aqu\u00ed l\u2019objectiu de les marques col\u00b7laboradores \u00e9s enaltir els valors d\u2019ambdues, mitjan\u00e7ant afalacs mutus cap a les virtuts de cadascuna. Amb aix\u00f2 aconsegueixen m\u00e9s fidelitzaci\u00f3, ja que li proporcionen confian\u00e7a al consumidor.<\/li>\n
  • Co-branding de compet\u00e8ncia complementaria<\/strong>: Consisteix a crear un producte totalment nou<\/strong> que generi un gran impacte en el mercat i aix\u00ed tamb\u00e9 augmenti el valor de les dues marques.<\/li>\n
  • Co-branding d\u2019ingredients<\/strong>: Consisteix a treure un nou producte de la m\u00e0 d\u2019ambdues marques, que han de compartir els mateixos valors per a obtenir un bon resultat. Un exemple d\u2019aix\u00f2 vindria a ser el gelat McFlurry d\u2019Oreo que es ven a McDonald\u2019s.<\/li>\n<\/ul>\n

     <\/p>\n

    Finalment cal dir que abans d\u2019embarcar-nos en una estrat\u00e8gia de co-branding<\/strong> s\u2019ha de tenir cura d\u2019alguns detalls molt importants. Si els objectius no s\u00f3n els mateixos i els valors de les marques s\u00f3n molt diferents, el co-branding pot destruir la percepci\u00f3 de la teva marca a la ment del consumidor. S\u2019ha d\u2019escollir b\u00e9 al company de viatge perqu\u00e8 l\u2019associaci\u00f3 sigui m\u00fatuament beneficiosa!<\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    \u00c9s dif\u00edcil per a una marca sobreviure avui en dia en un…<\/p>\n","protected":false},"author":6,"featured_media":18633,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[229,438],"tags":[231,880,881,890,882,883,891,884,892,885,893,894,450,895,888,889],"class_list":["post-18636","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-ca","category-marketing-ca","tag-branding-ca","tag-cobranding-ca","tag-cobranding-competencia-complementaria-ca","tag-cobranding-coneixement","tag-cobranding-conocimiento-ca","tag-cobranding-ingredientes-ca","tag-cobranding-ingredients","tag-cobranding-mcdonalds-ca","tag-cobranding-promocio-de-valors","tag-cobranding-promocion-de-valores-ca","tag-collaboracio-marques","tag-imatge-de-marca","tag-marketing-ca","tag-unio-dues-marques","tag-union-dos-marcas-ca","tag-win-to-win-ca"],"jetpack_featured_media_url":"https:\/\/commo.es\/wp-content\/uploads\/2017\/10\/cobranding-foto.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/posts\/18636","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/comments?post=18636"}],"version-history":[{"count":5,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/posts\/18636\/revisions"}],"predecessor-version":[{"id":18644,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/posts\/18636\/revisions\/18644"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/media\/18633"}],"wp:attachment":[{"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/media?parent=18636"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/categories?post=18636"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/tags?post=18636"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}