As we mentioned in our previous post, “Market Volume, Growth and Drivers of Co-Branding in Europe“, Co-branding, the strategic alliance between two or more brands to create a unique product or service, has become a significant marketing strategy in Europe. This approach leverages the strengths and customer bases of each brand, leading to enhanced market reach and consumer engagement. The increasing adoption of co-branding strategies across various industries indicates a positive trend in market evolution.
Here are three specific examples of success stories in Co-branding across Europe:
IBERIA & SAMSUNG (Spain / South Korea)
Strategy: Samsung partnered with Iberia during the launch of the Samsung Galaxy Note8, leveraging platforms, Social Media Marketing and shared value proposition combining Samsung’s reputation for technological innovation with Iberia’s trusted brand identity in the travel industry.
Result: The campaign boosted visibility for the Samsung Galaxy Note8, expanded audience engagement and brand recognition, and strengthened Samsung’s innovation-focused image while enhancing Iberia’s association with cutting-edge technology.
Role of Co-branding: Samsung leveraged Iberia’s market reach to target travelers, while Iberia benefited from technological association. The cross-sector collaboration aligned both brands’ goals, enhancing consumer interest and loyalty.
GO PRO & RED BULL (USA / Austria)
Strategy: The collaboration aimed to co-produce engaging content and cosponsor events, notably the “Stratos” project, where Felix Baumgartner performed a record-breaking freefall jump from the stratosphere. This partnership combined GoPro’s technology in capturing immersive footage with Red Bull’s expertise in orchestrating high-profile extreme sports events.
Result: The “Stratos” event attracted global attention, boosting GoPro’s stock by 5.4% and increasing Red Bull’s sales by 7%, resulting in substantial revenue growth and strengthened market positions for both brands.
Role of Co-branding: By aligning their brand identities and resources, GoPro and Red Bull created a synergistic effect that enhanced their brand images and expanded their reach. This collaboration exemplifies how strategic co-branding can create impactful marketing campaigns that elevate both brands involved and increase sales and market shares.
ADIDAS & PARLEY FOR THE OCEANS (Germany / International)
Strategy: Adidas partnered with Parley for the Oceans, an environmental organization, to address plastic pollution. The collaboration focuses on product development (shoes and apparel made from upcycled plastic) and awareness campaigns.
Result: Adidas and Parley’s collaboration since 2015 has resulted in the production of over 50 million eco-friendly shoes, significantly contributing to Adidas’s €22.5 billion revenue in 2022. The partnership enhanced brand loyalty by reinforcing Adidas’s image as an environmentally conscious leader and increased global awareness through initiatives like “Run for the Oceans,” which united 8 million participants and raised $2.5 million for environmental programs.
Role of Co-Branding: The partnership aligned two complementary brand values which helped Adidas stand out in the highly competitive sportswear market by addressing a critical global issue. While Adidas benefited from increased sales and brand loyalty, Parley gained visibility and funding to further its ocean conservation initiatives.
Co-branding in Europe serves as a strategic approach for companies to leverage combined brand equity, access new markets, and drive revenue growth. While comprehensive financial data is limited, existing examples and market analyses indicate that co-branding can significantly enhance brand visibility and profitability.