The Brand X Brand marketing model has been practiced for more than 10 years but was not as valued as it is now. Back in the days, it used to only highlight collaborations between two brands whether it be a marketing or manufacturing partnership. However, it was not considered as total solutions as it is today. For instance, do you recall the Pepsiman in PlayStation games or the partnership between the super hero Marvel and Body Globe clothing brand? These common collaborations are mostly the buying and selling of licenses, also known as royalty fees. To simplify, a brand buys the benefits of another brand so that it can sell itself. When a sale happens, the licensee will have to share the agreed royalty fee, a percentage of its gross sales, to its licensor. This model is therefore viewed as a one-way solution or a partnership for the sole purpose of sales.
Today, business collaborations have changed significantly. Profit may even be the last thing one thinks about because if a brand’s values or image is ruined, it can take a very long time to recover and cost big chunks of money. Thus, it is not worth the short-term profit.
Businesses that tend to implement this marketing model includes:
1.Clothing X Fashionwear
2.Banking X Business
3.Food & Beverage X Concert
To illustrate, the fact that the ever-popular dessert brand After You collaborates with Nok Air allows people from across the country to get to know and to taste the brand’s sea salt chocolate fudge cake, which the airline serves on its domestic flights. This is a win-win situation, as the airline gets to sell desserts while passengers also get to familiarize themselves with the brand and sample its products in one go.
In Japanese commercials, we also see how brands use popular cartoon characters to communicate stories. For instance, Bejita from Dragonball was used in a bathroom cleaning product’s commercial (because Bejita has a very strict girlfriend). On the other hand, main character Kenshiro from the manga series called Fist of the North Stars was used in a shower cream commercial.
Marketing changes throughout time in accordance with the evolving consumers who are increasingly easily bored compared to before. Therefore, brands must adopt new strategies to constantly refresh themselves. As marketers, it is crucial for us to understand the market and be aware of the various ways that our brands could be successful as well as survive in the business.