Two weeks ago, I wrote about co-branding as one way to stretch your advertising dollars. The premise was that you would partner with a complimentary business to purchase promotional products featuring both company logos, therefore splitting the costs of the products.

Another angle in co-branding is how one brand’s prestige is transferred to the other. This refers to the reputation of and attitudes toward your partners brand being associated to yours in the minds of your audience. Of course this works in your favor if the brand that you are partnering with is strong and well respected. For this reason, among many others, it is important to choose your co-branding partners wisely.

You can also use this brand prestige principle your own promotions. Our industry offers products from many highly recognizable retail brands. By seeing your logo next to a Bic logo on a pen or a Nike logo on a golf shirt, people’s attitudes toward the brand are transferred to yours. This affects those who receive the item as well as all who see it.

Brands with this type of value typically come with an above average price tag. To get the most out of this concept, integrate these items into promotions with narrowly defined targets and well qualified clients and prospects.