The partnership is defined as a legalized form of the business operation carried between
two or more parties who share management skills and profits. According to the federal
government, the partnership can be factored into several types. The most practiced are general
and limited kinds of partnerships. Regarding the general partnership, the responsibility for the
partnership's debts and main obligations are being managed by the partners whereas a limited
partnership consists of both general and limited partners. The paper analyses the partnership
between the cobrand Uber and Spotify.
Partnership and marketing tactics.
Matching forces of two brands in marketing partnership bring the new audience on board,
increases value for consumers, and attract the attention of existing users. The matched
partnership between Uber and Spotify lets Uber users stream their favorite playlists while in the
car. Spotify attracts a huge of the radio-dominated car listening business, Uber on the other side
personalizes its rides thus making its customers win on both cobranding.
Finding a common ground in partnership is a crucial criterion that must be taken into
consideration as it makes the brand partnership be of sense. Uber and Spotify cobranding makes
sense as it addresses to solve a problem to a common audience. This amplifies the use of the
brand while spending less.
From the association of Uber and Spotify, it is advantageous to Uber in that it adds value
for customers by improving the customer experience for the target audience.
On the other hand, Spotify Company gains from Uber services as it increases the usage and more
visits to Spotify website links by their customers.
The personality of Uber is considered as a brand in business that connects its clients in a
way that is a memorable way, setting a positive emotional attribute and focusing on behavioral
virtues such as honest, friendly, helpful, and trendy which keeps customers always on board.
The possibility of identifying the personality trait of a brand may depend on the content and the
user. Spotify has a tracking technology personality and it has been patented by the US in recent
months. The MBW discovery that patented the Spotify platform for a new Karaoke-like icon to
enable users to overlay a music track with their vocals.
Uber services target audience those who traverse across cities and residential places. It
appeals to those places with a high population and there is a lot of movement. This hastens
connection to a different destination within a short time.
Spotify appeals more to those clients with a listening personality to music content while traveling
in Uber or other transit modes.
Merging two or multiple brands and their products to form a synergy helps in creating a
common ground for development strategy and common marketing. Co-branding benefits to
business are, Variety of choices that brings more customers on board, good returns as a result of
enhanced marketing and sales, it improves the identity of the brand hence a good reputation and
dilutes risk factors that may come across in the business (Farrelly, 2005).
The co-branding partnership of Uber and Spotify comes with several benefits that cut
across in the Muller (Pro-cobranding), which includes credibility and brand enhancement,
increased revenue opportunities, and sales as a result of more customers on board. It is seen that
the cobranding in business enhance the potential of the individual brands. This is so because
partnership adds value to each other.
Farrelly, F., Quester, P., & Greyser, S. A. (2005). Defending the co-branding benefits of
sponsorship B2B partnerships: The case of ambush marketing. Journal