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3M Brand Identity

Identity Strategy & Policies
Identity Elements
Brand Licensing & Alliances
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Joint Marketing

Joint marketing refers to any situation where a product is manufactured by one company and distributed by another company. Both parties invest in commercialization dollars. Joint marketing differs from a joint venture in that it deals with commercialization and marketing dollars, rather than equity. The prominence of each logo generally is relative to its use as a primary or secondary contributor. Joint marketing differs from third-party relationships because both brands are present on the product itself. Normally, third-party relationships have both brands on literature and sales materials, but only the manufacturer is present on the product.

3M Policy

3M recognizes that Licensing brands can be a powerful method for extending 3M’s brands, increasing brand power and generating growth. The overall goal of this policy is to improve the power of 3M’s brands and protect the asset value of the brands. Only strategic brands may be licensed (Scotch® and Post-it® brands may never be licensed).