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

Author

Listed:
  • A Ananda Kumar

    (DMI - St. Eugene University)

  • R Sakthivel

    (DMI - St. Eugene University)

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.

Suggested Citation

  • A Ananda Kumar & R Sakthivel, 2020. "Launching of a New Product with the Co-Branding Strategy: A Case Study of Indian Brands," Shanlax International Journal of Management, Shanlax Journals, vol. 8(2), pages 34-39, October.
    • Handle: RePEc:acg:managt:v:8:y:2020:i:2:p:28-33
    DOI: 10.34293/management.v8i2.3365
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    References listed on IDEAS

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    1. van Riel, A.C.R. & Pahud de Mortanges, C.F.W. & Streukens, A.C.P., 2004. "Antecedents of industrial brand equity: an empirical study," Research Memorandum 011, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    Full references (including those not matched with items on IDEAS)

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