Co-Branding: A Case Study of Air India and SBI Card
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Bus. Dimn. Vol.1 (1), 49-57 (2014)
Co-Branding: A Case Study of Air India and SBI Card
HAFIZ WASIM AKRAM1, MOHAMMAD ANWAR2 and M. ALTAF KHAN3
1,2
Research Scholar,
Department of Commerce & Business Studies,
Jamia Millia Islamia (A Central University), New Delhi.
3
Professor & Head of the Department,
Department of Commerce & Business Studies,
Jamia Millia Islamia (A Central University), New Delhi.
ABSTRACT
Co-branding is an instrument in the hands of management for
introduction of new products in the market by the partner brands. The
aim of this paper is to know and assess the usefulness of co-branding in
brand building management. Focus has also been laid on the selection
criteria of partners. The positive and negative side of co-branding have
also been included in this study. This paper discusses the role of co-
branding with special reference to Air India & SBI Card. A special light
has been shed on why the selection of a partner is an important aspect in
co-branding. Selection of an appropriate partner jacks up the brand equity
of each partner. The research discusses the advantages and disadvantages
of co-branding too. The paper gives the conclusion that companies are
adopting co-branding as an extension strategy to maintain and increase
foot hold in the market share by introducing fresh products.
Keywords: Brand, Branding, Co-branding, Marketers, Partner, Air India,
SBI Card.
INTRODUCTION products. As has been defined by Philip Kotler
"Branding is a management process to
In today's cut throat competition in the differentiate a product from those of
market, the preferences of consumers are very competitors' and provide an association to the
different. There has been a continuous change product with the manufacturers". Branding has
in style, fashion, and preferences of consumers many challenges in the present competitive
towards products. Consumers do not see any market. That is why the marketers have adopted
difference between products as far as the co-branding as an alternative branding strategy
physical elements and other criteria are in this cut-slit competition to grab more market
concerned. Every marketer has adopted a share by cutting short costs and reducing others
different approach to tempt consumers and thus, constraints. Co-branding is an amalgamation/
branding plays a vital role in occupying a place fusion of two or mare brands for the
in the minds of consumers. Branding is such a introduction of a new product or for co-
tool in the hands of management which advertising, co-sponsoring or joint promotion
differentiates a product from the competitors' (Grossman 1997). Co-branding is the
Business Dimensions, Vol.1, Issue 1, 31 January, 2014 (1-112)50 Hafiz Wasim Akram, et al., Bus. Dimn.,Vol.1 (1), 49-57 (2014)
association of two or more brands in the market partner selection and negative side of co-
place. Park et al. (1996) identifies that co- branding has also been analysed in this
branding is the exercise of two or more brand research.
names to introduce a fresh product. It is the way RESEARCH METHODOLOGY
to leverage the parent brand name and create a
reputation for a new brand. According to a The paper derives data from the review
study by Aaker & Keller 1990, management of literature and is based on secondary
uses brand extension to introduce new information. Sources such research papers,
articles posted on databases like Emerald and
products/services. The amalgamation of two or
EBSCO along with online newspapers, blogs,
more brands is possible only between equal
magazines, journals have been accessed. The
partners in terms of strength and characteristics.
website of Air India and SBI Card have also
In co-branding, the partner brand gets lost if the
been browsed to derive data related with
brand equity of either partner is higher.
branding deal. This paper has been prepared to
There are two categories of co-
familiarise the co-branding aspect of a brand
branding, "Ingredient and composite co-
with special reference to Air India & SBI Card.
branding". As far as ingredient branding is
concerned, in ingredient branding one brand Co-branding Pros & Cons
uses a brand as an element to produce another Though brand extension is a managerial
brand. Ingredient brands are major brands and strategy to grab more market share of the
are protected by a patent. In case of composite existing companies or products and a lot many
co-branding two brands collectively offer a companies are focusing on this strategic
unique product or service. According to a study amalgamation of brand to minimise the risk, the
by Cohen & Murphy (1984); Park, Jun, & negative side of it cannot be ignored. Let us see
Shocker, 1996, a co-branded extension is a two facets of the same coin.
composite brand idea that includes the features 1. Co-branding builds a better brand
of two brands. Both the participating brands are 2. Co-branding tarnishes the existing brand
associated with a set of features that are equity.
combined according to a set of policies to offer
a composite brand. Akula (2008) indicates that 1. Co-branding as a helper in building better
brands which have varying dimensions of brands
attributes, benefits, values, culture, personality, Marketers are of the opinion that co-
and uses have the real power to generate branding aids in building a better brand in the
wealth. Brands which possess all these qualities competitive environment. It is being used in
command respectable position in terms of sales, this cut throat competitive market to jack up the
reputation & image. The Air India co-branding market share of a company in the same market
with SBI Card to launch a co-branded Credit or in a different new market. It reduces the
card is a good example. It is beneficial to investment of a firm's resources including cost,
customers as they can avail benefits anywhere time, money, energy. They can together use
in the world. their distribution system to raise the revenue of
the company. A good stock of literature on this
OBJECTIVES OF THE STUDY
subject signifies that co-branding is a wonderful
The objective of this paper is the strategy as it facilitates associate brand to gain
assessment of usefulness of co-branding in the promotion synergies (Samu, Krishnan, & Smith
management of brand building. The criteria of 1999), as well as customer feelings towards
Business Dimensions, Vol.1, Issue 1, 31 January, 2014 (1-112)Hafiz Wasim Akram, et al., Bus. Dimn.,Vol.1 (1), 49-57 (2014) 51
parent brands. Another study finds that co co- Association between weak and strong Brand
branding helps the maker brand to jack up its Weak Brand Strong Brand
visibility by piggybacking on the stronger one. Improves both brand Improves weak
Weak
or can affect any one brand or can affect
With the help of co-branding
branding partners can share Brand
brand strong brand
benefits and exchange
nge their strength to remove Improves weak Either improves
Strong
their shortcomings. Since in co co-branding, two Brand
brand or can affect both brand or affects
or more brands make alliance, it makes a strong brand any one brand
stronger brand and attracts consumers for the Source: Based on review of literature
newly established brand. According to Aaker As per the table, the association
1991, Park Jaworski & Mac Innis, 1986, brand between two week brands may help both brands
extensions
sions have become common phenomena and the fusion between two strong brands may
among companies to introduce new products by either improve both brands or can affect any
taking the liberty of existing established brand one brand. The amalgamation between a weak
equity. According to Rao and Rucker (1994), brand and a strong brand normally helps the
co-branding
branding is the way to present a new product weaker brand, but at times, the weaker brand
to customers by existing parent bra
brands. can affect the strong brand. The literature
Literature suggests that co co-branding suggests that huge discrepancies between
strategy is adopted in three cases: (1) When a brands can affect
ect both of the amalgamating
new brand is to be launched in the competitive brands; in the same fashion nearness between
market, or (2) A weak brand is present in the brands will benefit both of the brands.
existing market, or (3) For establishing the What does co-branding
branding give to the
brand image. amalgamating brands? The co-branding co
strategy gives following benefits to the
associate brand partners:
- Exposure to the market
- Economies of scale
- Risk share
- Profit share
- Entry into new market
- Entry in-dept
dept (market penetration)
- Benefit from the learning curve of the partner
Co-branding strategy
rategy is not an easy cake. It is - Increment in bargaining power
also full of risk. It costs time, money, energy - Sharing of resources
for the company. - Introduction of new product into the th new
market
According to Mohan and Sequeira
- Introduction of new product in the old market
(2013), since brand is considered to be one of - Introduction of an old product in the new
the most important intangible assets, companies market
spend a huge amount of money, time and - Keeps the new brands at bay
energy for brand building. Simonin & Ruth - Helps in promotion
(1998), opine that marketers have different Apart from the above mentioned
options to make a stronger brand in the market, advantages provided by co--branding, the
but it is tough. In this competitive market amalgamating brands may get other ot sort of
scenario, brand image building is very complex benefits as well such as more sales, more
and has a strong bearing ing on both the customer trust on the product and greater
amalgamating brands. product image.
Business Dimensions, Vol.1, Issue 1, 31 January, 2014 (1-112)52 Hafiz Wasim Akram, et al., Bus. Dimn.,Vol.1 (1), 49-57 (2014)
2. Co-branding tarnishes the existing brand Proper exploration and examination of
equity all criteria for success must be done. Continuous
evaluation of the factors affecting co-branding
It is important for the participating
increases the potential success for the fusion of
brands before they enter into co-branding
two brands. Therefore, for co-branding the
strategy, to partner with such a brand which
following criteria among the partners must be
makes the partner brand complete and takes the
analysed before forming an alliance:
values proposition of both product up. As has
- The brands going for fusion should have a
been found that in co-branding, the weaker
common vision, mission, philosophy &
brand gets leverage in the market place due to
approach.
the association with a strong brand. It is
- Both of the brands should target the same
incumbent on the strong brand to examine the
market and audience.
situation and carefully analyze all possible
- STP - Segmentation, targeting and
outcome out of such association. If it does not
positioning strategy should be same.
do so, strong brand stands to lose credibility
- The management of both brands should be
and it will have a toll on brand image. Loken &
congenial and like-minded.
John in their study in 1993 reveal that once
- The cultural aspect of market should not be
brand extension features are not compatible
diverse.
with the attitude of the brand's ancestors, it
- Both brands should have access to the market
results into brand dilution. They further give the
and customer base.
reason as to have the brand will be diluted.
- Above all, both brands should benefit from
They say, in co-branding, consumers may react
the alliance.
to a particular brand due to its association with
a lesser known or controversial brand, the Criteria for the Selection of a Good Brand
original brand will lose its market reputation. Partner in Co-Branding
Although co-branding strategy is being highly
used in today's market scenario, critiques cite Selection of a partner and a product is
following disadvantages of co-branding: the most important part in co-branding.
- It develops confusion in the minds of Selection of a partner plays a greater role as
customers. improper selection will tarnish the brand
- It is risky for both the amalgamating brands. reputation. Each partner should look into the
- It is difficult to find out USP of a particular efficiency and supply of the other partner
brand after amalgamation. (Mehdi, 2013). The following are the criteria
- It may create disparity between two brands that must be measured in the selection of a good
and may affect partner brands negatively. brand partner:
- Brand equity of one brand may be harmed - The partner should possess positive
due negative consumer experience of another testimonials and skills.
brand. - There should be synergy between the brands
Criteria for Co-Branding: At times co- for association.
branding strategy proves a win-win situation for - Identity of both brands should be same in one
both the brands, on the contrary sometimes it way or the other.
results in grave loss to both. Sometimes it - They should have industry association and
furnishes a wonderful synergy to the brands client list.
whereas sometimes the strategy lands in mere - The brands should have well-built business
waste of money, time, and energy. network.
Business Dimensions, Vol.1, Issue 1, 31 January, 2014 (1-112)Hafiz Wasim Akram, et al., Bus. Dimn.,Vol.1 (1), 49-57 (2014) 53
Co-Branding:
Branding: Air India & SBI Card Case (2)GE Capital Business Processes Management
Study Services Pvt. Ltd., which handles the
Air India started a licensing deal with technology and processing
cessing needs of SBI Card.
SBI Cards and Payment Services Private The main objective of this co--branding is to
Limited (SBI Card) in September 2013. Air provide best-in-class
class travel experiences and
India is a flag carrier airline of India and it benefits to business and leisure travellers. The
occupies a special place in the global and name of this card is the Air India SBI Card
Indian aviation scenario. It has pioneered tthe which allows a customer spending Rs 5 lakh in
aviation in India and its history is synonymous a year to earn up to 3 Delhi-Mumbai
Mumbai return
with the history of civil aviation in India. It tickets on Air India. This co- branding card has
flies one of the youngest, state--of-the-art, fleet been designed to ensure that travellers are able
of 129 aircraft comprising a mix of the wide wide- to benefit from the destination network offered
body Boeing B787 Dream liners, B777s, by Air India and exceptional services offered by
B747s, Airbus A330s andd the narrow body SBI Card. The licensing
nsing deal will help them
Airbus A321s, A320s, A319s and the Boeing penetrate deeper into the market by providing
B737s. It has a strong network of 33 simple and comfortable solution to travel.
international destinations across the USA, According to the Chairman of State
Europe, Far-East, South-EastEast Asia, and the Bank of India, Pratip Chaudhuri, “The coming
Gulf; it offers non-stop
stop services to New York, together of two national brands like SBI Card
Newark, Chicago, London, Birmingham,
irmingham, Paris, and Air India is a unique proposition. Through
Frankfurt, Sydney, Melbourne etc. The air India this card, both the brands wish to add value to
domestic network covers 63 destinations, the travel experience of the Indian consumer.
including far-flung
flung areas of the North
North-East, Both companies are extremely pleased to have
Ladakh, Andaman and Nicobar Islands. partnered with each other. He said our
“combined synergies will ensure a rewarding
experience
xperience to our customers in the travel
segment”.
According to the chairman and managing
director, Air India, Rohit Nandan, “Air India is
committed to providing our passengers with a
comfortable travel experience.
SBI Cards and Payment Services
Private Limited (SBI Card) is a joint venture
between State Bank of India and GE Capital to
offer the customers of India extensive access to
a wide range of world-class,class, value
value-added
payment products and services. The State Bank
of India and GE Capital have set up two joint
venture companies
ies to develop a credit card
business in India- (1)SBI Cards & Payment
Chairman and Managing Director, Air India, Rohit Nandan,
Services Pvt. Ltd., which focuses on the (L) and Chairman of State Bank of India, Pratip Chaudhuri
marketing and distribution of SBI Cards and (R) at the launch of Air India SBI Card Source:google.com
Business Dimensions, Vol.1, Issue 1, 31 January, 2014 (1-112)54 Hafiz Wasim Akram, et al., Bus. Dimn.,Vol.1 (1), 49-57 (2014)
Since nowadays the discerning Elevate, every time you Elevate, every time you
fly: fly:
passenger looks for simple and comfortable 1 Reward Point = 1 Air 1 Reward Point = 1 Air
solutions to travel, we are pleased to partner India Air Mile India Air Mile
with SBI Card and believe that this offering 20 Reward Points for 10 Reward Points for
every Rs. 100 spent on every Rs. 100 spent on
will continue to add value to our customers”. Air India Tickets. Air India Tickets.
The Air India SBI Signature Card Membership upgrade to
comes with a joining gift of 20,000 reward the Silver edge or the
Golden edge club on
points for the customer. In addition to the annual spend milestone of
joining gift, the new Air India SBI Signature 5 lacs and 10 lacs
Card offers four reward points for retail spend respectively.
of every INR 100 and 20 reward points for Fuel Surcharge Waiver: Fuel Surcharge
Enjoy the freedom from Waiver:
every INR 100 spent on the Air India website paying 2.5% fuel Enjoy the freedom
free from
and booking offices for purchase of air tickets. surcharge across all petrol paying 2.5% fuel
The Air India SBI Signature Card ooffers bonus pumps. surcharge across all
Maximum surcharge petrol pumps.
reward points at various spend milestones. waiver of Rs.250 per Maximum surcharge
These reward points can be redeemed for Air statement cycle per credit waiver of Rs.250 per
India Air mile in a ratio of 1:1. card account. statement cycle per
Transaction between Rs. credit card account.
500 and Rs. 4,000. GST Transaction between Rs.
extra wherever applicable 500 and Rs.4,000. GST
extra wherever
applicable
Be our guest in leading Be our guest in leading
Indian Airports: Indian Airports:
Enjoy International Enjoy visa lounge
Source: sbicard.com Airport Luxury Lounge access program at 8
BENEFITS OF AIR BENEFITS OF AIR Access to over 600 airport major domestic
INDIA SBI INDIA SBI lounges in over 300 cities Airports.
irports.
SIGNATURE CARD PLATINUM CARD worldwide at a nominal
Bon Voyage: 20,000 Bon Voyage: 5,000 fee through the
Reward Points as Reward Points as complimentary Priority
welcome gift welcome gift Pass.
Complimentary Complimentary The stamped membership
membership to the Air membership to the Air of the priority pass
India Frequent Flyer India Frequent Flyer program is
Program-Flying Returns. Program
Program-Flying Returns. complimentary every
Every time you spend, Every time you spend, year, whenever you visit a
receive a lot more: Use receive a lot more: Use priority pass member
your Air India your Air India SBI lounge, a usage of up to
SBI Signature Card and Platinum Card and ge get 2 $27 will be charged to
get 4 Reward Point for Reward Point for every your Signature Card
every Rs. 100 spent. Rs. 100 spent Anniver- Enjoy visa lounge access
Anniversary gift of 5000 sary gift of 2000 Reward program at 8 major
Reward Points every year Points every year domestic Airports.
Enjoy bonus Reward Enjoy bonus Reward Fraud Liability Cover: Fraud Liability Cover:
points : points - Complimentary credit Complimentary credit
card fraud liability cover card
ard fraud liability cover
Cumulative Cumulative of Rs. 1Lac. This cover is of Rs. 1Lac. This cover
Annual
Bonus Annual Bonus
Spends liable from the period of is liable from the period
Reward Point Spends Reward
Point 48 hrs. prior to reporting of 48 hrs. prior to
Rs. 3 Lakh 20,000
Rs. 2 Lakh 5,000
of loss till 7 days post the reporting of loss till 7
Rs. 5 Lakh 40,000 reporting of loss. days post the reporting
Rs. 10 Lakh 90,000 Rs. 3 Lakh 15,000 of loss.
Business Dimensions, Vol.1, Issue 1, 31 January, 2014 (1-112)Hafiz Wasim Akram, et al., Bus. Dimn.,Vol.1 (1), 49-57 (2014) 55
Source: https://www.sbicard.com with the help of a case study and by analyzing
Highlights of the Air India SBI Signature the other aspects of co-branding. In co-
Card branding, the first and foremost criterion is the
*4 points for every Rs 100 spent selection of a partner. Brand managers have to
*20 reward points for every Rs. 100 spent on be careful in the selection of a partner brand.
Air India website and booking offices As has been discussed that proper evaluation of
*Bonus reward points on annual spends of the brand going for co-branding is a must as an
Rs 3 lakh- 20,000 bonus reward points association with a partner brand may either
Rs 5 lakh- 20,000 bonus reward points come out to be helpful or may damage the
Rs 10 lakh- 50,000 bonus reward points reputation of a brand. Brand managers need to
*Reward points can be redeemed for be efficient in the management of a brand and
Air India Air miles - 1 reward point = 1 Air have to follow certain criteria such as strong
Mile network, industry associations, and customer
Attractive gifts from the SBI Card Rewards base of the brand while selecting a partner
Catalogue brand. Literature suggests that both brands
*Premium privileges include going for co-branding should share a common
1 complementary domestic upgrade voucher vision with like-minded management as both of
Complementary lounge access them have to benefit from the new co-branded
product. Brand managers have also to focus on
Highlights of the Air India SBI Platinum
traits of a brand, customers of a brand, and
Card
popularity of a brand in the market before
*2 points for every Rs 100 spent
venturing into alliance. Otherwise, tie-up
*10 reward points for every Rs. 100 spent on
between two brands can lead to the damage of
Air India website and booking offices
partner brand equity. It has been found that a
*Bonus reward points on annual spends of
weaker brand gets the advantage of associating
Rs 2 lakh- 5,000 bonus reward points
with a stronger brand but tie-up with any
Rs 3 lakh- 10,000 bonus reward points
controversial brand can also hamper the
*Reward points can be converted to
reputation of the partner. The association
Air India Air Miles for free air travel
between two weak brands will give benefit to
*Premium privileges include complementary
both the brands. Therefore, brand managers
lounge access
need to focus on complementarities of the brand
Source: Press Release on Air India and SBI
Co-branding or it can dilute the partner brand
Card Join Hands to Launch a New Co-Branded
once brand features are mismatched with the
Credit Card Enhancing world class travel
parent brand.
experiences to Indian customers through a
unique collaboration, Retrieved from The present case study of Air India and
https://www.sbicard.com/PDFs/ SBI Card Co-branding indicates that both
SBI_Cards_launches_new_co- brands have shared a common vision by
branded_credit_card_with_ Air_India.pdf on focusing on the Indian customers that are either
25 November 2013 at 4 Pm using credit card and fly in the sky or they are
prospects of doing so. Air India wants to reach
INTERPRETATION out to the Indian consumer base through hassle
free travel and SBI card wants to hit the
This paper is an attempt to evaluate the promising and budding credit card users
value of co-branding in creating a better brand through delighted services. Research also
Business Dimensions, Vol.1, Issue 1, 31 January, 2014 (1-112)56 Hafiz Wasim Akram, et al., Bus. Dimn.,Vol.1 (1), 49-57 (2014)
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