Why the co-branding of two opposite images can be successful
Co-branding has been commonly used in marketing, and sometimes it faces problems such as homogenization. Reverse co-branding means the cooperation of two or more brands or IPs with completely opposite images or product uses. These brands originally had different target markets, so their cooperation can develop new markets and improve their ability to compete in the market. Reverse co-branding is popular with young consumer groups and has received good results on new media platforms.The 4I theory consists of four factors: Interesting, Interests, Interaction and Individuality. I want to analyze why this co-branding can be successful from the perspective of the 4I theory.
The co-branding of Luckin Coffee and the lonely frog(孤寡青蛙) on Qixi Festival is a typical example.As a symbol of singleness, the lonely frog is completely incompatible with the atmosphere of Qixi Festival.However, Luckin Coffee chose to co-brand with it to emphasize the concept of singles.The reverse co-branding was interesting and unique so it stood out in the Chinese Valentine's Day activities.Moreover, nowadays young people, especially single, prefer an unrestrained and free lifestyle. The co-branding of Luckin Coffee and the lonely frog exactly caters to this attitude. Luckin Coffee released co-branded cup sets and paper bags with the symbolism such as “freedom” and “independence”, realized the emotional attitudes of single consumers. The brand integrated into the young group with sufficient emotional value and made it more famous. This approach breaks through stereotypes and surprises the public beyond their expectations, resulting in a better consumer experience.
Another typical reverse co-branding is the activity sponsored by Keep and Ele.me. Keep is a fitness software, and Ele.me is a food takeaway software.They have a completely different impressions. It is this combination of unrelated brands that is appealing enough to consumers. The co-branding of the two emphasizes the importance of food and fitness , not only to exercise but also to eat healthy.From the conflicting view of wanting to stay healthy but not wanting to give up food, the brand helps users solve the problems of unhealthy eating and improper practice.In terms of content, they uses a conversational style. In terms of locations, the brand placed the posters near transportation stations with high traffic flow, so that the audience could watch them while waiting for the bus, and the activity information could be effectively distributed. In addition, the large interesting posters also stimulated young people's desire to share, and many people chose to shoot the posters and present them in social media.The co-branding communicated with young people in the form they like and lets users feel the sincerity of the brand. And this kind of interaction meets the needs of users and improves their loyalty and goodwill.
Reverse co-branding makes reasonable use of brand differentiation, reflects the brand's unique characteristics. So it can attract segmented consumer groups and make the brand more popular. The fundamental reason for the success of reverse co-branding is that the values of the brand can be widely recognized and accepted by the target audience.To achieve lasting goals, reverse co-branding should provide products or activities that match the needs of the target consumers.Opportunities are often accompanied by challenges.Reverse co-branding is still concentrated in the food and fitness industry. How to expand the range of reverse co-branding? How to find the best connection linking the brand concept with the audience value? With the development of reverse co-branding, there are still mamy problems to be solved in the future.
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ReplyDeleteThe essay dives into why reverse co-branding can be so successful, using the 4I theory to explain it. The examples of Luckin Coffee with the Lonely Frog and Keep with Ele.me show how combining brands with opposite images can attract younger consumers by breaking the mold.
ReplyDeleteThese collaborations are not only unique and fun but also create emotional connections with the audience. This reflects a shift in consumer expectations, where younger generations prefer brands that offer novel experiences and emotional resonance over traditional hard-sell tactics. The success of reverse co-branding depends on the alignment of brand values and the recognition by the target audience. Balancing unique brand identities while collaborating requires careful planning and execution. For instance, the collaboration between Gucci and The North Face is a great example. Gucci is known for luxury and fashion, while The North Face is all about outdoor and functionality. Together, they launched a line of stylish yet practical products, successfully attracting both brands' core audiences and opening up new markets.
As consumer needs evolve, brands need to be more flexible and innovative to meet market challenges. While reverse co-branding offers great opportunities, it also comes with risks. For example, conflicting brand images might confuse or alienate consumers; cultural differences between collaborating brands can lead to communication and execution issues; and market response uncertainty might result in lower-than-expected returns. Brands must keep exploring and experimenting to find the best ways to collaborate and enter new markets.