taco bell wins in co-brand with doritos

brand-as-business bit:   Last week, Taco Bell generated quite a bit of buzz by announcing a new tagline (about which I provided some insights to AdAge) and a new product, Doritos Loco Taco featuring a shell made from Nacho Cheese Doritos Chips.

The folks over at ePoll contacted me with some research they did recently on Doritos and Taco Bell which shows that the Taco Bell brand stands to gain significantly from the association with Doritos.  As the below chart shows, Doritos enjoys more favorable consumer opinions in several critical areas.

source: E-Score Brand

The flip side, of course, is that the association presents a risk to Doritos of being connected to a brand which is perceived as inferior.  So this begs the question, what’s in this deal for Doritos — increased exposure? credit for innovation?  additional revenue stream?  (While the Doritos Loco Taco is highlighted front and center on Taco Bell’s website, Taco Bell is not mentioned at all on the Doritos’ site.)

This speaks to the inherent benefits and costs that must be weighed when considering co-brand relationship.

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