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Corporations need to pursue this strategy effectively as this will boost their brand image tremendously in today's world of Corporate Social Responsibility. Co-branding in this way can change consumers' perceptions about the companies' products or services, and increase employee satisfaction. Combining their operational expertise with the human resources and knowledge of an NGO, companies can achieve both individual and social goals.

Brand Flavoring - The Next Step

Brand flavoring is about presenting the picture in a different way. Building and nurturing new brands takes a lot of time and effort. Also, at a time when product life cycles have shortened tremendously and lost meaning, creating new brands at the same pace is definitely not an option. It is here that brand flavouring can be an option.

Brand flavoring is a kind of extension of co-branding, wherein the attempt is to bring diverse partners together. Different brands can come together to lend different flavors to a unique final product. Flavors are distinctive brand attributes. The strength of such an exercise will depend on how well the partner brand values can contribute to the overall product/service. The concept is limited in the sense that only strong brands can really contribute in such an environment without diluting their individual brand equity.

Using this concept, I have presented some ideas, some highly ambitious ones, but whoever said that anything was impossible. (Some of them are pure co-branding solutions, though.)