This document provides an introduction to brand partnerships, focusing on integration, reward, and awareness partnerships. It defines brand partnerships and distinguishes between business and marketing partnerships. The three main types of brand partnerships covered are: 1. Integration partnerships, which involve including another brand's product or service into one's own offering. 2. Reward partnerships, where one brand provides discounts or promotions to customers of another brand in exchange for promotions. 3. Awareness partnerships, where brands promote each other to increase brand recognition through sponsorships, placements, influencers or events. Examples are provided for each type of partnership and tips are given on understanding and implementing successful partnerships.

1. The Complete Guide to Brand
Partnerships via Integrations,
Reward & Awareness
Collaborations
Understanding the most successful forms of
brand partnerships that lead to business growth

2. Creator of ‘The Complete Guide to Partnership Marketing’ Book &
Udemy Course

3. Introduction to this course
What are Brand Partnerships?
The Three Main Types of Brand Partnership
What do you want your Partnerships to achieve?
Understanding Assets & Deciding Partners
Everything you need to know about Integration
Partnerships
Everything you need to know about Reward Partnerships
Everything you need to know about Awareness Partnerships
Tips and Advice from a Professional Partnership Marketer
Contents

4. Introduction to this course
01

5. Why Brand Partnerships?
Why a course on Brand Partnerships (Integrations, Rewards & Awareness)?
In my ‘Complete Guide to Partnership Marketing’ course, I cover the fundamentals of partnerships. But I wanted to
explore even further the most interesting forms of Partnership Marketing - Integrations, Rewards and Awareness.
As I cover in that course – Partnership Marketing has been simply swept under the marketing rug – Read any
marketing text book and you will find chapters on digital, social, strategy and branding, and amongst these you will
notice the odd reference to brand synergies between two companies. But it’s not yet given it’s own placement –
even though we now see it everywhere!
Nearly every company I come across work in partnerships in some fashion, not to mention those just starting off –
it’s one of the purest forms of growth at next to no cost!
With this in mind, I want to educate everyone on the power of Integration, Reward and Awareness Partnerships.

6. These companies are masters at Brand Partnerships…

7. Fast Tracking Growth via Brand Partnerships
Perfect for small and medium businesses with
low budgets. Mutual partnerships often mean
no costs associated either side!
Perfect for individuals looking to implement
their own partnership channel or start an
brand integration project!
Perfect for experienced partnership marketers
who are looking for deeper insights into how
reward and awareness partnerships can lead
to further growth!

8. What will you get out of this course?
This is the only* course out there that focuses on Integration, Reward &
Awareness Partnerships
• * At the time of production – this course is not only one of a very few partnership marketing courses out
there, it’s also the only one focusing on Integrations, Reward and Awareness.
• Integration partnerships in particular are becoming so widespread it still shocks me how little content there
is out there about to run them – let alone courses! This aims to change all that.
• The aim is to provide you with more than just theory, but give you the skills to create partnerships
campaigns. The techniques described have been tried and tested via years of experience in the field.
• Importantly this course is made for the modern marketer – it focuses on the latest buzzwords - apps, API’s,
influencers and millennials, but with a purpose – these are fundamental to Brand Partnerships in the 21st
century.

9. What are Brand Partnerships?
02

10. Firstly lets understand…What Are Partnerships?
‘Partnership’ is a widely used term in business – can cover everything
from strategic, mergers to marketing. It relates to any relationship
between two businesses.
Supplier
Relationships
Mergers &
Acquisitions
Marketing
Partnerships
Strategic
AlliancesRelationship
Marketing

11. Difference between Business and Marketing Partnerships
There are though distinct differences between business partnerships
and marketing partnerships – for this course we are focusing purely on
marketing/brand partnerships…
Business Partnership Marketing Partnership
Merger
Acquisition
Strategic
Buy-out
Venture
Co-branding
Joint Products
Mutual targeting
I promote you, you promote me

12. Lets talk about Relationship Marketing…
Referral
Marketing
Partnership
Marketing
Employee
Advocacy
Affiliate
Marketing
Influencer
Marketing
An emerging phrase that aims to combine the above marketing
techniques together – as explained later, I do feel most of these sit
under ‘Partnership Marketing’ instead

13. Now lets talk about Brand Partnerships…
Collaborative
Marketing
Joint
Marketing
Co-branding
Partnership
Marketing
Co-marketing
Reciprocal
Marketing
Where a primary brand has the ideal product or service to compliment
a secondary brand; utilising their target audiences to achieve their
marketing objectives.

14. The Benefits of Brand Partnerships
Enables brands to reach their target audiences via a partner brand
Reaches new or underserved markets
Leverages your media assets for commercial gain
Improves brand image and recognition by collaborating with a reputable partner
Generates new revenue streams
Increases customer retention and loyalty due to partner association
Sparks innovation via new product synergies
Grows network of stakeholders and industry contacts
Provides added value to consumers through exclusivity
Increases customer basket size and spend frequency via partner offerings
Lowers cost per acquisition via cost-effective sharing of resources
Enhances distribution channels and product offerings
Improves employee satisfaction via charitable association

15. Intro Brand Partnership Examples
Healthy Living with the Pruhealth and Virgin Active Partnership
Pruhealth offers their customers 50% off Virgin Active monthly
memberships. This offering can only be found exclusively through
the VitalityHealth programme. It shows how both brands can
partner solely for marketing purposes rather than merging or
acquiring one another.
Virgin Media offers up Netflix
Their partnership formulated in 2013 meant that Virgin
Media viewers could easily browse Netflix’s acclaimed
line-up across Virgin TV’s entire choice of
entertainment. It is a fine use of Partnership Marketing
with Virgin's subsequent marketing campaigns
displaying both brands side by side to highlight the
exclusive offering.

16. Think of Brand Partnerships as a technique, not a specific
channel.

17. Common Terminology
• In partnership with
• Supported by
• Certified by
• Incorporating
• Powered by
• In association with
• Trusted by

18. The Three Main Types of
Brand Partnership
03

19. Types of Brand Partnerships
In my book and Udemy course of the same name, I go into
detail about the 10 types of Partnership Marketing – in the
course, as shown in the next few slides, I won’t go into detail
into each one – instead focus on what I think are the core
three collaboration types…

20. The 10 Types of Brand Partnerships
Content
Distribution
Product
Placement
Charitable
Joint
Product
Licensing
Affiliation
Shared Stores
Loyalty
Sponsorship

21. Focusing on Reward, Integration & Awareness
Content
Distribution
Product Placement
Charitable
Joint Product
Licensing
Affiliation
Shared Stores
Loyalty
Sponsorship
Integration
Reward
Awareness

22. These 3 core types encompass every type
Content
Distribution
Product Placement
Charitable
Joint Product
Licensing
Affiliation
Shared Stores
Loyalty
Sponsorship
Integration
Reward
Awareness

23. There are cross-overs between types
It’s important to mention, Partnership types are fluid – there is huge cross-over between types, there
is not always one fixed model to describe a type. Partnerships can be as unique as the brands involved
and can be more than one type at any time.
Can’t a charitable partnership also be a reward partnership?
Can’t content also be considered an awareness partnership?

24. Lets focus on the core three types…
Integrations Reward
Awareness
This course is about understanding the 3 core Brand Partnership types and their principals

25. 1. Integration Partnerships
Definition:
An integrated partnership takes all
the elements of the traditional
partnership model but taking it a step
further where a primary brand will
include the secondary’s product into
their own.
Examples of these include joint
products, i-framing, API integrations
and white-labelling.

26. Understanding Integrations
Understanding:
The aim of integrating another product into your own is to provide additional value to the customer. You're taking the benefits of
their product and adding it to your own. You're including their USP to compliment what you already offer.
Types:
1. Joint products
2. i-Framing
3. API integrations
4. White-labelling
Reasons:
• Promote a product that you don't already offer
• Monetisation
• Brand Leveraging
• As a reward or discount
• To upsell
• To attract their customers
• Ahead of competitors

27. Integration Examples

28. Integration Examples
&

29. 2. Reward Partnerships
Definition:
Reward partnerships focus on where one brand
provides a discounted offer to their service for the
other brand to promote. For the primary brand they
benefit from new customer acquisition, for the
secondary they achieve revenue via commissions.

30. Understanding Reward Partnerships
Understanding:
Reward partnerships are one of the purest forms of partnerships. Taking another brand and promoting it on your site was
taken from the affiliate / advertising model, but now it relates to closer nit partnerships where primary brands offer special
places for brand rewards like promotional pages and secondary brands look to offer exclusive offers to acquire their specific
customers.
Types:
1. Discount
2. Additional value
3. Promotions
4. Loyalty Scheme
Reasons:
• Upsell
• Earn commissions
• Additional value to customers
• Form of loyalty
• Brand Association

31. Reward Partnership Examples

32. Lets talk about Offer Pages

33. 3. Awareness Partnerships
Definition:
Awareness partnerships involve one brand
promoting another for the primary brand to
achieve brand recognition.
Brands partaking in these partnerships are
essentially involved in sponsorships, joint
events and product placements.

34. Understanding Awareness Partnerships
Understanding:
These partnerships relate to brands aiming to raise brand awareness via association with the right partner brand. Many of
us are familiar with these techniques, whether it be partnering with a brand at a joint event, using an influencer or
sponsoring a charity.
Types:
1. Sponsorships
2. Product Placements
3. Influencers
4. Events
Reasons:
• Brand Awareness
• Brand Association
• Charitable causes
• Improved Brand Perception

35. Awareness Partnership Examples

36. Awareness Partnership Examples
* Let’s not forget – Individuals and
celebrities are brands in their own right