Co-Branding in the FMCG Sector – An Analysis of the Influence on Consumers’ Brand Awareness and Brand Attitude

Abstract

Co-Branding is a marketing strategy that refers to two or more brands forming a brand alliance and offering a product together. This study aimed at finding out how consumers evaluate co-branding strategies. Furthermore, it was examined if co-branded products influence consumers’ brand awareness and brand attitude retrospectively. For this purpose, an online survey was conducted. Milka Daim chocolate, a real co-branded product, was used to carry out the study and retrieve realistic results. Both brands are very popular in the German FMCG market and pursue a co-branding strategy within the Mondelez International Group. The results of the study show that consumers generally evaluate co-branding as positive and feel it can improve the brand’s image. In terms of consumer brand awareness, it was found that co-branded products can affect brand awareness positively. The investigation showed that co-branding does also have an effect on the consumers’ attitude towards a brand. This effect is higher for the partnering brand than for the main brand of the cobranded product. There are three characteristics which showed the highest shifts for both brands, namely innovation, interest and dynamic. In general, co-branding leads to brand attitudes being far more aligned than compared to the pre-view results. The findings are based on the assumption that the co-brands are perceived as fitting and that the taste of the consumer is met.