Launching of a New Product with the Co-Branding Strategy: A Case Study of Indian Brands

A Ananda Kumar and R Sakthivel
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A Ananda Kumar: DMI - St. Eugene University
R Sakthivel: DMI - St. Eugene University

Shanlax International Journal of Management, 2020, vol. 8, issue 2, 34-39

Abstract: In recent years, the practice of co-branding has attracted a large number of research scholars and practitioners. Many of the researchers are also done their research articles with branding or co-branding. Commonly co-branding deals with the combination of two or more brands into a single product. Where co-branding is concerned with a marketing plan to associate with multiple brand names in a single product. The researcher discussed the general classification of brand associations. The paper reveals two classifications of the statements. The first is to form the general classification of Co-branding. The second aims of this paper are to promote the model of co-branding. The paper is also dealing with analyzing the theories of brand association and brand extension. The paper discussed, along with various case studies of co-branding of products and services.

Keywords: brand extension; brand association; co-branding; products and services (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:acg:managt:v:8:y:2020:i:2:p:28-33

DOI: 10.34293/management.v8i2.3365

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