Recent television ads for Head & Shoulders and Old Spice  provide excellent examples of co-branding. Here are two of the recent ads featuring baseball players from the Los Angeles Angels. It is a good example of using a sex appeal.

Discussion Questions:

  1. How effective is the co-branding effort for each of the brands?
  2. Are these two brands an ideal fit for co-branding? Why or why not?
  3. What are the advantages of co-branding? What are the disadvantages of co-branding?
  4. What other brands would be effective co-brands for Head & Shoulders? What about Old Spice?
  5. Is the use of sex an effective appeal? Why or why not?

About Dr. Donald Baack

Co-author of textbook.

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