Dual Branding

As a final year student, I'm being slowly forced into thinking and reading up for my dissertation. After a whole placement year of frantically reading design publications to try and find something I'm prepared to spend a whole year writing about I've become interested in the subject of dual branding, which has been spotted as a trend to look out for in 2010.

Judge Gill's five retail design trend predictions for 2010

• Stores must become 'brand homes', not walk-in advertisements
• Experiential design will become a necessity
• There will be an explosion in dual-branded stores
• Retailers will aim to develop ongoing relationships with customers
• There will be a growth in digital elements

"Dual-branded areas will be driven by the practical consideration of sharing risks and cost, and also by brands becoming 'less precious' about maintaining their singularity, and realising the benefits to be had from teaming up" says Judge. But was has happened to the importance of intellectual property? It seems brands have lost their need to be individual.

A famous dual branding movement at the moment is Red, the aids awareness fund which has teamed up with a number of large brands such as Nike and Gap (you may have noticed the tshirts sold in Gap 'Inspi(red)'.

Inspi(red) t-shirt

The marketers at Diet Coke who's target audience is women, wanted the can to be more of a fashion accessory, so teamed up with online store ASOS to create a leopard print can. Limited edition bottles are also available.

Dual branding - Nike and Apple