What Is Mixed Branding? + Examples

When you look at contemporary marketing statistics, it becomes clear that trust is a crucial quality for brands to build. Not only do most consumers gravitate toward brands they trust, but they're also willing to pay more for trusted products.

Product marketing will go a long way toward building trust. Brands must consistently reach their core audience and deliver what that audience has come to expect. The problem is that your new product may not align with the brand you've built.

This is where mixed branding can come in handy. What is mixed branding and how often do we see it?

Read on for our quick guide to mixed branding along with some popular mixed branding examples.

What Is Mixed Branding?

Simply put, mixed branding is a strategy of using multiple brands to market overlapping products. There are several advantages of doing so, including reduced marketing costs. If multiple brands contribute to a shared marketing strategy, they can also share cost absorption.

This is also a useful tool when a product aligns better with the expectations of one brand's audience than the other. Brands can use mixed marketing to reach new audiences that normally wouldn't pay attention. In fact, it's used most frequently by companies who have developed secondary brands in order to lend legitimacy to products that would not appeal to the audience they've developed around their primary brand.

Popular Examples

By far, the most popular example of mixed branding is Microsoft's creation of Xbox. Knowing that kids wouldn't jump on the opportunity to buy software, Microsoft used its technology to create gaming systems under a unique, gamer-friendly brand.

Creating a secondary brand isn't the only way to practice mixed branding. Let's take a look at two other popular options.

Store Branding

Another common method of mixed branding is referred to as store branding, which involves a popular retailer getting exclusive deals with another brand. Target, for example, is the only place you can find products by Opalhouse. Target benefits by offering a desirable line of home decor, while Opalhouse benefits from Target's massive reach.

Co-Branding

Co-branding also falls under the umbrella of mixed branding. In fact, it's one of the most recognizable strategies. If you don't know what we're talking about, think back to the explosive Barbie movie marketing strategy.

Thanks to the fanfare leading up to the Barbie release, co-branding with Mattel became a huge opportunity. Consumers saw co-branding ads with brands like Progressive. There were also tons of co-branded lines of Barbie-themed clothing and accessories.

Do You Need a New Branding Strategy?

If you're wondering how to reach new audiences without redoing your existing brand strategy, it's time to ask questions like, "What is mixed branding?" Whether you want to create a secondary brand or partner with other brands, it is a cost-effective way to spread the word.

If your current branding strategy isn't making waves, we can help. Contact Exigent Creative Solutions to learn more about our methods and experience.