Mr Obama and Biden together a stronger Brand

Democratic presidential hopeful Sen. Barack Obama has chosen Delaware Sen. Joseph Biden to be his running mate for the vice president post.

Joseph Biden brings to Barack Obama's presidential bid something it lacks at the top—long experience with a range of countries, problems, and foreign leaders. Before him Obama was considered a naive in the world politics but with Biden as his running mate he has got a hint of credibility. To me this would be a classic case of 'Co-Branding'.

Co-branding is an arrangement that associates a single product or service with more than one brand name, or otherwise associates a product with someone other than the principal producer. The basic aims of Co branding a product or service are

1) Market Share
2) Global Branding

If we look closely the above two seems equally applicable for the Obama-Biden brand , The Delaware senator will bring with him a loyal base of voters who would vote for them. Secondly the combined brand name will appeal to a larger base of voters who earlier consider Obama as inexperienced.

Biden is known world over for his speeches on foreign affairs and he has been in the helm of political affairs for quite some time now. This also brings credibility of the Camp to the outside world.

All together a strategic choice and a perfect fit, but only one concern , how will his experience fit in the Obama campaign for "CHANGE"