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Cross-Branding: A New Way to Market Your Business

Cross-Branding: A New Way to Market Your Business

Cross-branding is when two companies create a joint venture that combines both companies products. Companies do it for various reasons, including to make a new product line or to sell more of a popular item. In these situations, each brand's name and logo are typically placed side-by-side to create a stronger identity for the general partnership.

Cross-branding can help you build a strong brand by creating a unique experience for your customers. If your brand is strong enough to stand independently, you might consider cross-branding a viable marketing option. 

Cross-branding is when one of your brands creates a unique experience for customers they can't get anywhere else. For example, if you own a bakery but also sell healthy snacks, your customers might visit your bakery once for a tasty treat, but they'd return again and again for the healthy snacks. This will help to strengthen your brand while increasing customer loyalty and word-of-mouth advertising. It's not easy to cross-brand, so you'll need to invest some serious resources into making it work.

You can't be everywhere. You can't do everything. So how do you figure out where your brand should be? Where does it make sense to market?

And how do you create a brand identity representing your business and its goals?

What is cross-branding?

Example Of Co-Branding Nike Ipod

Cross-branding happens when one company sells a product that is not its own. Often, this is done by a big brand that wants to sell an inferior product but does not want to risk damaging its reputation.

In many cases, the price difference is slight, making cross-branding a relatively cheap way to profit. However, cross-branding can sometimes confuse consumers and even raise quality questions.

So, what's the problem with cross-branding? The issue is that consumers don't always get what they pay for. You might buy an expensive product, which is a cheap imitation. Cross-branding can also be confusing because it's not always clear whether the original manufacturer makes a product.

How Does cross Branding Work?

To make a profit, cross-branding companies often choose to make cheaper products and then market them to consumers as though they are the real deal. They take advantage of the fact that many consumers are so used to buying popular brands that they are willing to overlook any product flaws.

Cross-branding is also common among large-scale clothing stores. If you go to a major retailer and purchase a pair of jeans from their collection, it's probably the real deal. However, many larger chains sell knockoff versions of popular designer items.

Cross-branding is a big consumer issue; some are starting to fight back. Consumers are increasingly shopping at local and independent businesses, so some people turn to local brands and artisans.

Is cross Branding Safe?

Cross-branding can raise safety concerns, but these are often not as great as they sound. First, it's essential to understand that it's hard to tell which company makes a product. The labels on the package may look similar, but they are often printed in different languages. It's often impossible for consumers to tell the difference, making it hard to figure out which company produced the product.

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Second, the companies that make knockoff products are usually willing to risk the safety of their customers. For example, the knockoffs may not be properly made or packaged or may be missing safety features that could make the product dangerous. This makes cross-branding risky for consumers but not necessarily unsafe.

Do cross Brand Products Matter?

When comparing prices on a website, it's easy to think that cross-branding is a huge deal. However, in reality, the amount of money saved is relatively tiny compared to the other differences in price. Most people are not paying attention to cross-branding. Instead, they are looking for the best price, which usually comes from buying directly from the source.

Considering cross-branding, it's important to remember that it's still a good deal. Just because it's not a perfect deal doesn't mean it's not good. It would be best to consider the other factors that impact pricing, like shipping and returns.

Cross branding vs cross-marketing

Co Marketing Image1

Cross-marketing and cross-branding are two terms that describe the relationship between two companies that sell products or services together. The relationship between the two companies is typically a result of direct or indirect collaboration. A cross-branding strategy involves merging two brands into a single unit, while a cross-marketing strategy combines marketing efforts between two different brands.

Cross-marketing occurs when two businesses share customers or customers in the same geographic areas. For example, you might have a restaurant, coffee shop, clothing store, and dry cleaner. When you're cross-marketing, your customers can choose between the two options, and your businesses benefit from the relationships they build.

In contrast, cross-branding occurs when two companies do business without directly interacting. An example of this would be an airline and a hotel. Both airlines and hotels operate under the same company, but the two groups do not work together. 

Instead, they work separately and only communicate when one party needs information from the other.

When choosing between the two strategies, many prefer cross-marketing because of its benefits. 

Cross-marketing allows businesses to reach more customers and develop a more substantial customer base. Additionally, cross-marketing allows companies to learn more about each other's offerings.

A significant advantage of cross-marketing is that it doesn't cost much more to run, while cross-branding requires many resources. Many marketing budgets are spent on advertising, which is one of the main reasons why it's difficult to convince businesses to adopt the cross-marketing strategy.

There are a few disadvantages to cross-marketing, as well. One major issue is that it often leads to increased competition. Cross-marketing often requires companies to lower prices or add additional products to their offerings to gain market share. In some cases, the added product or service may even be inferior to what the business has already offered.

Other drawbacks include higher operating costs, reduced margins, and the loss of valuable brand equity. The last point concerns consumers, who tend to feel loyal to one brand over the other. This leads to fewer sales of one company's products while increasing sales for the other.

Companies with similar products or services can sometimes collaborate to create a joint venture. Joint ventures are also strategic alliances, similar to cross-branding and marketing. Companies that engage in a strategic alliance usually have a shared goal, such as expanding their presence in a specific area or creating new revenue streams.

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The company relationship is generally based on a specific time frame, with the alliance ending once that time frame is over. For example, if a company offers products and services for a short time, it might partner with another company for the same period.

What are the benefits of cross-branding?

Cross-Branding Example

Cross-branding refers to selling multiple brands on the same site or at the same time. When consumers browse for the first time, they see multiple ads for the same product, including the retailer's, another company's, and a competitor's. If they click on one of these ads, it'll direct them to the website for that brand, but if they go directly to it, the ad won't appear.

Cross-branding creates a more compelling brand experience for consumers, but it also has the potential to be confusing.

In 2016, Walmart partnered with Target and other retailers to create the “Save More Money, Spend Less” campaign, a cross-branding effort across several websites and social media channels. 

The campaign's goal was to increase traffic to the Walmart site and encourage shoppers to shop in-store, where they would be offered additional discounts and rewards. However, the program created confusion among consumers and even some critics. Some believed the campaign was deceptive, and the FTC investigated the partnership to determine whether it complied with antitrust laws.

A significant reason that this cross-promotion worked so well was that Walmart had already established a strong brand reputation in the industry, and consumers were familiar with it. As a result, the retailer received a massive boost in traffic from the campaign.

Other retailers have used cross-branding strategies to promote a new product or to bring attention to a competing brand. For example, in 2015, Kohl's partnered with Gap to introduce a line of affordable kids' clothes called Kohl's Kids. During the campaign, Kohl's partnered with other retailers, including J. Crew, Ann Taylor, and Tommy Hilfiger, to create the same look and feel, creating a cohesive experience for shoppers.

Cross-branding campaigns can help build a strong brand and give the consumer an exciting experience, but the programs can also be misleading and confusing. Retailers must work closely with their advertising agencies and legal teams to ensure that the campaigns comply with the law.

What are the challenges of cross-branding?

While the benefits of cross-branding are numerous, there are also some challenges to consider. To be successful, your cross-branding plan must meet several essential requirements.

First, you must define what you mean by “cross-brand marketing.” The term can refer to offering a single product, or it can refer to a combination of products that you're planning to market together. 

In the latter case, the product(s) you're combining are often referred to as the “anchor” or the “base” of the campaign. In this context, it's important to note that cross-marketing doesn't always have to involve offering a different product or service as an “anchor” or “base.” For example, you may include a discount code in your email newsletter for your regular product.

Another potential challenge is that you'll need to ensure your cross-marketing strategy aligns with your brand's core values. If you want your brand to be known for quality and innovation, it's probably not a good idea to cross-brand as a way to promote your products. 

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However, if you're looking to expand your product line into a new market, it's a great way to create a new product that you can market to new customers.

The key is to determine how you want to define your brand. Do you want to be known for quality or innovation? Do you want to create a new product that will be seen as a separate entity or a part of your brand?

Remember that your brand isn't the same thing as your product. Your brand represents your philosophy and the way you do business. So if you decide to cross-market, you'll need to ensure that your cross-marketing strategy aligns with your brand.

A final consideration is that you'll need to ensure your cross-marketing strategy includes a clear understanding of what you'll offer. If you're not clear about your offerings, explaining why you're offering a product that your competition already offers could be challenging. It's also a good idea to determine how you want to communicate your cross-marketing

Wrapping Up

Cross-branding is a concept that has been around for a long time, but it is making a resurgence in recent years. Many people don't understand what it is and why it's crucial.

Cross-branding refers to selling multiple products from the same company. This includes products that are not related by name but are often sold under the same brand or company name.

As a result of this resurgence, many people have started to realise that cross-branding is a powerful tool that can bring in additional revenue for their business.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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