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As an innovative marketing method, IP co-branded products have become an important means of cooperation between enterprises. The following are the main marketing methods of co-branded products and their related points:

1. The definition of joint (Co-brand) marketing 

Co-brand marketing refers to a marketing method in which two or more brands and enterprises jointly launch products or services through cooperation. Through the joint name, the two sides can share each other's resources, advantages and influence to achieve mutual benefit and win-win results. Co-branded marketing can not only expand the market influence of products, but also enhance the brand image and bring consumers a richer product choice and experience.

2. The type of co-brand marketing

Brand co-branding: Cooperation between brands in the same industry or similar industries.

Cross-border co-branding: Brand cooperation between different industries, such as Cola and Anta, RIO cocktail and Liushen toilet water.

3. The main way of joint marketing (Co-branding)

Resource sharing: Co-branded parties can share each other's resources, including brand resources, channel resources, technical resources, etc., so as to reduce marketing costs and improve market competitiveness.

Joint research and development: The two parties jointly design and develop co-branded products, integrating the elements of both brands to create a unique product experience.

Joint promotion: Joint promotion through multiple online and offline channels, including social media, advertising, offline activities, etc., to expand the visibility and influence of co-branded products.

Limited sales: Launch limited edition co-branded products to create a sense of scarcity and stimulate consumers' desire to buy.

4. Planning and execution of co-branded marketing

Choose the right partners: Choose partners that are in line with their own brand positioning and market positioning to achieve resource sharing and complementary advantages.

Clear cooperation objectives: Before cooperation, it is necessary to clarify cooperation objectives, including market share, sales, brand image and other goals.

Uniquely designed products or services: Co-branded products or services should be unique, able to attract the attention of consumers and meet the diverse needs of consumers.

Develop detailed marketing plan: including promotion strategy, budget allocation, schedule, etc., to ensure the smooth progress of co-branded marketing activities.

Maintain the consistency of the brand image: in the process of cooperation to maintain the consistency of the brand image, to avoid damaging the brand image due to cooperation.

5. Advantages and challenges of co-branded marketing

Advantages:

Improve brand awareness and reputation.

Expand market share and attract new consumer groups.

Create unique product experiences and enhance customer loyalty.

Challenge:

The two sides need to share the same values and have close collaboration and communication.

It is necessary to fully consider the group preferences of both sides, grasp the entry point and spiritual connotation.

It is necessary to avoid co-branding too frequently or losing the original intention and deviating from the brand strategy.

6. Case analysis

Take the recent joint marketing of drinks 'Mi Xue Bing Cheng' and well-known IP ‘Garfield’ as an example: 'Mi Xue Bing Cheng', a tea-based drink brand with high cost performance, affordable prices and rich product types to win consumers' favorite, positioned in the young, fashionable and healthy tea market. Garfield, as a classic animation image, has wide recognition and influence. The joint cooperation aims to attract the attention and love of more young consumers through the integration of the brand culture of both sides.

Through cooperation with popular IP, the brand launched a series of co-branded products, such as packaging bags, PP material milk tea cups, dolls, bracelets, ornaments, hangings, etc., and promoted through various channels such as social media and offline activities. This joint marketing campaign not only improved the brand's visibility and reputation, but also attracted a large number of fans' attention and purchase, achieving a substantial increase in sales.

To sum up, there are many ways to market co-branded products, the key is to choose the right partners, clear cooperation goals, design unique products or services and develop detailed marketing plans. At the same time, it is also necessary to pay attention to the advantages and challenges of co-branded marketing, and take corresponding measures to deal with it.