Dual Brand Strategy - Pros and Cons, Examples and More

Dual brand strategies are an effective way to reinforce a company’s brand identity, appeal to new audiences, and expand its marketing. On this page, we will explain everything you need to know about this framework and provide some examples for you to consider.

🎊 Top Dual Brand Strategy Examples

1. Functions of Branding
2. Yolk-ay Restaurant Company’s New Competitive Strategy Description

📈 Dual Brand Marketing Strategy: Definition

A dual brand strategy is when companies come together to reinforce their brand identity and recognition. The best way to define this marketing strategy is to differentiate it from co-branding or acquisition branding (for mergers). The simplest definition of dual branding is when a company recommends another brand as the best compliment to its product or service. Several examples of this marketing strategy are available below to help you understand how best to implement this method.

What Is Dual Marketing?

Dual marketing is a strategic marketing approach that complements dual branding. It involves two companies coming together to offer endorsement for each other. The goal is to deliver and highlight the unique value proposition that this partnership has to offer, especially since they typically target the same audience. One of the best examples of dual marketing is when BMW collaborated with Louis Vuitton so the latter could design luggage that is specifically fitted for the BMW car.

📊 Advantages & Disadvantages of Multi-Branding

👍 Advantages of Multi-Branding	👎 Disadvantages of Multi-Branding
Dual branding helps companies to reduce their marketing expenses while improving their purchasing power.	Difficulty in establishing brand distinction with your partners.
It enables the companies to achieve better market penetration since they can expand their market reach.	Difference in aligning their vision and mission with your company.
It improves your ability to position your brand as an industry leader.	You could end up spreading your resources too thin.
It boosts your brand reputation as you earn the trust of your brand partner and their customers.	Any loss of credibility with your partner brands can impact your company negatively.

📃 What Are the 4 Types of Branding Strategies?

Choose from any of the four branding strategy examples to fit your brand goals:

1. New Brand Strategy – This type of brand strategy is the costliest because a firm develops a new brand when they launch a new product. It requires a tremendous number of resources to advertise, manufacture, and improve sales performance.
2. Flanker/Fight Brand Strategy – This strategy is employed to capture a new market segment by creating a sub-brand in the lower or higher end of the product line.
3. Brand Extension – It involves consolidating your brand name in a new field by introducing a new brand in a new market.
4. Line Extension – It involves creating new products to cater to customer needs and targeting those customers.

✏ Dual Branding: Strategy Examples

The following are the best examples of brand duality and get tips on how to excel with a dual brand strategy:

• GoPro and Red Bull – These two companies differ in their product offerings, but there is an overlap in their target audience. GoPro and Red Bull specifically target ambitious and active individuals.
• BMW & Louis Vuitton – These are both high-end brands, so they target customers within the same segment. This partnership showcases quality, prestige, and a unique travel experience.
• Starbucks and Spotify – Music is an important part of the coffee shop experience. This partnership isn’t obvious right away, but it makes sense, and they complement each other well.
• Apple and Nike – The two brand giants have teamed up to maximize the Nike aesthetics with the tech offered by Apple. Over the years, these two brands have continued to expand on their initial brand marketing strategy and partnership.