Category — Co-Branding

Who Benefits from Ingredient Branding? Just ask Martha Stewart and J.C. Penney

J.C. Penney announced that it is buying a stake in Martha Stewart Living Omnimedia, a first step in Martha setting up store-within-a-store inside of retailer J.C. Penney. Obviously, they need the Martha Stewart brand to strengthen their home and lifestyles business. But the larger question is whether J.C. Penney will tarnish the Martha Stewart brand, or vice versa.

 

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December 12, 2011   No Comments

When Co-Branding Really Works. Bloomberg Businessweek is a powerful combination.

The acquisition of Businessweek by Bloomberg created a natural reason to put both brands together… and it is a good example of when a co-brand strategy can really work. It may seem obvious where it all ended up, but I am sure there was some serious consideration before the dual brand name was engraved in the masthead. Kudos to Bloomberg.

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August 16, 2010   7 Comments

The New United Airlines… a Merger to Survive

United Airlines and Continental are merging, and that signal alone indicates how difficult business has become. It is too bad the merged company can’t signal a new kind of airline, but that isn’t in the cards in this economy.

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May 3, 2010   10 Comments

Hertz, Dollar and Thrifty in the same Bed. How Many Brands can Hertz Support?

It looks like Hertz will be buying Dollar Thrifty. This presents a number of challenges related to which brands they keep, and whether the jettison any. The market leader Hertz in now in 146 countries with 8,200 locations, and this is what is attractive to Dollar Thrifty. Access to better systems and more locations. So from an operational standpoint, there are valuable synergies.

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April 27, 2010   18 Comments