Brangelina: The Power of Brad and Angelina’s Co-Brand

By Ethan Lyon, Senior Writer

Brangelina: the split that was so close, but wasn’t. News of the World‘s false rumor about the Brangelina split was the latest example of how co-branding can generate greater impact than individual brands alone (i.e. just Brad or Angelina). Would Brad’s split from a D-list actress or Angelina’s breakup from a no-name model spark such a media frenzy as this latest rumor? Probably not. Their combined star-power (or co-brand) ladders up to something significantly more interesting and buzzworthy.

Co-branding is the joining of two or more brands to make a larger market impact. Just as Nike teams up with Apple’s iPod to create a new product, or Aston Martin partners with Nokia, co-branding is a powerful way to create more publicity, generate revenues and develop new products. For instance, the Brangelina brand generated significant revenues for Mr. & Mrs. Smith and raised public awareness for adoption.

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Pre-Brangelina, Brad Pitt’s core brand strength was about meaningful relationships (think the long-term relationship with Jennifer Aniston) with a little sex-appeal thrown into the mix — similar to the current Brangelina brand. On the other hand, Angelina was about pushing limits — from her rocky relationship with Billy Bob Thorton to her infamous family kiss. Brad and Angelina’s brands transformed when they partnered (Angelina more so than Brad). As Brangelina, they have created a new brand — one that is about family and social responsibility (think adoption and their $1 million donation to Haiti relief).

Through co-branding, brands can generate significantly more impact together than individually. It borrows from the adage, united we stand, divided we fall. Whether it’s a personal brand, such as Brad and Angelina, or a corporate brand, such as Nike and Apple, joining forces borrows individual core strengths to create a more compelling and powerful end-product.

Image by Luis Lopez from Stock.Xchng

4 Comments

Stella

Brangelina have worked hard to build their brand. Ian Halperin, the couple’s unofficial biographer, discusses the how the couple manipulates the media in his book, “Brangelina: The Untold Story of Brad Pitt and Angelina Jolie.” He was also one of the first to forecast the end of the brand. Only time will tell if he is right.

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Ethan Lyon

Thank you for the referral. I believe he also wrote about Michael Jackson as well.

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Nobuko Sarne

Brad Pitt plays exceptional the leading role of Curious Case of Benjamin Button with a particular atmosphere of likability like he usually does. Even though I felt he did the best job with the part, he weren’t required to do much…Benjamin, fittingly, is a rather quiet figure (I’d be willing to guarantee he narrates in excess of he actually talks in the film). With regards to acting, the film is assigned to the women, Cate Blanchett and Taraji P. Henson particularly. Though Blanchett may appear overrated to some, there is no question her unparalleled natural talent at playing a persona as complex and profound as Daisy, and she draws it well with no trouble and charm. Taraji P. Henson will warm your cardiovascular system as Benjamin’s mommy, as this woman is comic, comfy, and caring, so supportive that we sensed just as if she had been my own mom.

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