Potential situations where co-branding with external partners can appear include joint ventures and partnerships where:Airbus is the lead partner, an equal partner or the minor partner.
Different partnership scenarios lead naturally to different emphasis when describing the relationship as well as branding is applied:
Airbus is the lead partner: Airbus brand leads communications. Partners need to align to our branding criteria.
Airbus is an equal partner: We can't predefine who leads but we can establish the right criteria to con-sider.
Note: In certain 50:50 partnerships, one brand may take the brand lead for commercial reasons.
For example, one brand may be better placed to attract target customers or they may be more willing to invest in marketing the venture.
In this case branding will follow the branding rules of the designated partner.
Airbus is the minor partner: Our partner leads communications. We need to align to the branding criteria set by our partners.