Research on the Fit between the Co-Branding Approach and the Content of Advertisements

Abstract

The rise of co-branded products has led many brands to collaborate with other brands, intellectual properties (IPs), and celebrities to launch innovative products. Effective publicity is crucial to achieving successful co-branding. Co-branding advertisements have emerged as a key strategy for promoting these products. This study examines the content of co-branded advertisements in the contexts of brand-to-brand and brand-to-IP collaborations. It identifies two primary advertisement content presentation methods: feature type and story type. For brand and IP co-branding, story-type advertisements tend to be more engaging for audiences with diverse interests, as they provide a narrative that resonates on a deeper level. In contrast, for brand-celebrity collaborations, two distinct methods are highlighted: advertisements featuring direct celebrity appearances and those utilizing suspenseful content. Each approach can yield different results, offering brands the flexibility to choose based on their specific objectives. Interviews and surveys conducted in this study reveal that story-driven advertisements are particularly effective for brand-to-brand and brand-to-IP co-branding. Meanwhile, suspenseful advertisements and those featuring celebrities directly can achieve varying outcomes, making them suitable for different campaign goals. By selecting the appropriate advertisement type, brands can maximize the impact of their co-branding efforts, ensuring they reach and engage their target audiences effectively.