Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 78

Chapter 8 discusses branding strategies. One of the ways that the Hello Kitty brand became disseminated so widely is by using a co-branding strategy with many other brands.
a. What are some of the brands mentioned in the case that partnered with Hello Kitty
b. Discuss the perceived fit between each of those brands and Hello Kitty.
c. Discuss the target market for each of those cobranded offerings. Are the target markets the same If not, how do they differ
d. Perform an Internet search to discover more brands with which Hello Kitty is currently partnering.
e. Repeat the analysis in parts b and c for the new brands that you uncovered in your Internet search.
f. What characteristics of Hello Kitty make it able to be a successful co-branding partner with so many other types of brands