The Co-branding Process of Micro, Small and Middle Enterprise to Build Brand Awareness

Abstract

SME’s in Bandung which are Esgotado and Zanana Chips keep growing and developing their brand, it leads them to initiate co-branding “Esgotado X Zanana†and launched backpack bags using banana pattern named Zanano Series for Indonesia market. Usually big brands who do this co-branding activity. But this time, Indonesian SME’s local brands are bold enough to do co-branding and it makes this phenomenon is interesting. Qualitative method has been chosen to finish this co-branding research. This research emphasizes to discover meaning within particular social phenomenon. Study case is an approach that used in this research. Co-branding variables in Indonesia are not familiar yet which make this research used qualitative methode to explore it. Intention to build brand awareness, additional revenue stream through brand royalti, and strengthen brand association are what drive co-branding . Identification of brand partner did by seeing market validity and similarity, revenue and brand partner experiences, brand equity, co-branding track record, and management’s goals and relationship between them. Firms have to consider who will take the responsibilities of each tasks based on their abilities, then consider each brand’s association put on the product, negotiate the profit and promote he product. Benefits of co-branding activity are market expansion, saving of acquisition cost, differentiation and brand association strengthen for Zanana chips.