What is brand synergy?
I need a definition please and also some examples.
Answers:
Synergy is commonly defined as "two or more agents working in a way that the total effect is greater than the predicted sum of the agents working together"
So brand synergy is a marketing phenomenon in which the association of two or more brands (co-branding, affiliation, etc.) will create an appeal to the consumer stronger than the sum of the appeal of each product.
One example is Gilette creating a range of battery-powered razors. Of course, the battery of choice is a Duracell, and these branded batteries appear in all the ads and illustrations of the new razor. Duracell is a powerful brand, just like Gilette, and oh. they are part of the same group. The product gets the positive image of both brands and the group advertises 2 of its products in just one ad.
Another one is the Nissan 350Z on the cover of Gran Turismo 4. Both products have a very positive image, and as a consequence some people will be drawn to the game because of the car, while others will be drawn to the car because of the game. The two brands clearly don't belong to the same group, but surely there must have been long and tense negociations to make a financial agreement for this operation.
two brands that influence one another. Usually referred to in the context of sales.
I know this, is was in a BS selling class I took for a free timeshare.
It means something that sells itself, like Pepsi, and you tie in a product to that, such as "pepsi free" which may sell a certain number of product just because it's name has the word "pepsi" attached.
It's where items from the same brand will work in perfect harmony with each other. All looking & functioning as a complete unit.
eg. Kitchen appliances. Dishwasher, microwave, fridge & kettle all have same styling, same user interfaces etc.
or. PC company like DELL has monitors, printers, PDA's & PC that all work in perfect harmony with each other in looks, connectivity etc
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Answers:
Synergy is commonly defined as "two or more agents working in a way that the total effect is greater than the predicted sum of the agents working together"
So brand synergy is a marketing phenomenon in which the association of two or more brands (co-branding, affiliation, etc.) will create an appeal to the consumer stronger than the sum of the appeal of each product.
One example is Gilette creating a range of battery-powered razors. Of course, the battery of choice is a Duracell, and these branded batteries appear in all the ads and illustrations of the new razor. Duracell is a powerful brand, just like Gilette, and oh. they are part of the same group. The product gets the positive image of both brands and the group advertises 2 of its products in just one ad.
Another one is the Nissan 350Z on the cover of Gran Turismo 4. Both products have a very positive image, and as a consequence some people will be drawn to the game because of the car, while others will be drawn to the car because of the game. The two brands clearly don't belong to the same group, but surely there must have been long and tense negociations to make a financial agreement for this operation.
two brands that influence one another. Usually referred to in the context of sales.
I know this, is was in a BS selling class I took for a free timeshare.
It means something that sells itself, like Pepsi, and you tie in a product to that, such as "pepsi free" which may sell a certain number of product just because it's name has the word "pepsi" attached.
It's where items from the same brand will work in perfect harmony with each other. All looking & functioning as a complete unit.
eg. Kitchen appliances. Dishwasher, microwave, fridge & kettle all have same styling, same user interfaces etc.
or. PC company like DELL has monitors, printers, PDA's & PC that all work in perfect harmony with each other in looks, connectivity etc
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