We have all heard these words before, many like myself, from our mothers. It may be a bit of a stretch, but a correlation can be made with cross branding between a company, its brand, and merchandise selected to promote both. In other words, your image and your brand are only as good as the quality or the “brand” of the merchandise your services or products are associated with.
Cross promoting with other brands should be a well thought out process before making a purchase. When purchasing golf balls for your executive charity tournament, do you want your brand associated with Titleist, the most recognized brand with the highest perceived value, or brand X golf balls The corporate merchandising industry offers endless options, just like the advertising industry. Don’t treat them any differently. Your decisions about a corporate merchandise premium, like your advertising decisions, should be based on what will enable you to further achieve your overall brand marketing goals.
