BRAND MANAGEMENT 5

How to manage brand collaborations

Géraldine Michel, IAE Paris, Sorbonne Business School

michel.iae@univ-paris1.fr , http://chaire.marquesetvaleurs.org
Instagram : brandsvalues
 Agenda & case studies
• The brand functions • Chapters 1, 2, 3, 4, 5
• Building a strong brand • Videos 1, 2, 3, 4
________________________________ _______________________________
• Measuring a brand image • Chapter 9
• Video 5
______________________________ ___________________________________
• Managing brand stretching • Chapters 7, 11, 12
• Managing brand collaborations
• Video 6, 7
________________________________
___________________________________
• Managing international brands
• Chapter 14
• Developing a citizen brand ?

Videos : https://chaire.marquesetvaleurs.org/en/brand-management-course-videos/
Password: BrandManagementCourseIAE
Case studies : Swatch/ Apple / Nivea / Louis Vuitton / H&M & Zara / Starbucks/ Nike & Adidas
 PART 5

How to manage brand collaborations

Swatch/Mercedes Kellogs/Tropicana

Twingo/Benetton Opel/Durex
My BOOK

www.routledge.com/The-Art-of-Successful-Brand-
Collaborations-Partnerships-with-Artists/Michel-
Willing/p/book/9781138499614
A brand collaboration is a partnership between
a brand and a partner that is staged towards
the targets (employees or consumers)

Auteur - Date - 5
The different kinds of partners
and collaborations
 Brand collaborations with different partners …

• With consumer goods brands

• With artists
• With celebrities
• With culture organizations
• With sport organizations
• With NGOs
• With territories
The different kinds of brand
collaborations

- co-branded product
- co-communication
- co-sales promotion
- co-distribution
- co-event
Benefits of brand collaborations

Bringing a unexpected offer

Introducing new markets

Stimulating sales by the unique dimension of the offer

Focus on co-branded products
 Co-branded product

Co-product
Product co-definition
+ co-naming

Apple & Hermes

Host Guest
brand brand
 Co-branded product
Co-branding occurs when two or more existing brands are
combined into a joint product. This partnership involves
– the co-definition of the product for the functional or
symbolic dimension
– the co-naming by the partner brands

Invited brand Welcoming brand

 Co-branded product
• Functional and symbolic
Using an invited brand in order to bring a functional
component but also symbolic dimensions to the co-
branded product.
• Symbolic only
Using an invited brand in order to bring only symbolic
dimensions to the co-branded product.
Co-branded product New Lidl fashion
collection with
Heidi Klum

Symbolic only

New Chopard
Jewelry
collection with
Rihanna
Co-branded product

LaFerrari by Ferrari & Apple

 Co-branded product

Vans + Van Gogh Museum Louis Vuitton + Unicef

 Co-branded product

Adidas + Goodyear Mini + Heddon street

 Co-branded product

absolut + Andy Warhol LV + Jeff Koons

Non exclusive brand collaborations :
ingredient brands
 Keys to the success of co-branded product

complementarity

Host brand Guest brand

relevance

The values of the

fit product category fit

added
value
Häagen-Dazs & Baileys
Co-branded product
 But is not enough….

• The success of co-branded product is not only resumed by

the success of the product

• It is necessary to evaluate the impact of the co-branded

product on the brand sales and on the brand image
Focus on co-sales promotion
Co-communication and Co-sales promotion

Co-ad
Co-definition of brand advertisement

Co-Sales promotion
Co-definition of sales promotion
 Co-sales promotion
Co-sales promotion is a practice where two companies
do a common sales promotion with their respective
products

Keys for the success :

- Create a surprise
- Bring added value
Co - sales promotion
Co-sales promotion with retailers
Focus on co-communication
 Co-communication
Co-communication is a practice where a brand
collaborates with another brand to promote their
respective products.

Keys for the success

- Create a surprise
- Bring added value
Co-communication

“Dasani” (Coca-Cola) and

“Sports illustrated” (Time)
together did a campaign to
launch the new water of Coca
Cola.
Focus on co-distribution
 Co-branded distribution
Co-distribution is a practice where a brand collaborates with
another brand to distribute its product

Keys for the success :

- Create a surprise
- Bring added value
 Co-distribution

Co-distribution
Exclusive distribution of a brand in
a retail
LV & Le Louvre
Co-branded distribution
 Co-branded event
Co-event is a practice where a brand collaborates with
another brand to provide a commercial event

Keys for the success :

- Create a surprise
- Bring added value
Co-branded event

Le Bon Marché +
Leandro Elrich
 Co-branded event

Co-event
Co-definition of an event
Focus on co-social responsibility actions
Social responsibility collaborations
Co-social responsibility is a practice where a brand supports
a NGO and communicate about its action

Keys for the success :

-Be creative
-Be responsible
-Be committed
Social responsibility collaborations
 Overall the new keys of brand collaborations

• From the product to values

• From win-win deal to sharing the same goal
• From the storytelling to the story-doing
• From the consistency to the space of freedom
• From the short-term to long-term
 Conclusion
• Collaboration is a strategy more and more used to
renew and rejuvenate the brand.

• But be careful to not dilute the brand image

keeping in mind the brand purpose