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Please use this identifier to cite or link to this item:
http://hdl.handle.net/2259/203
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| Title: | Strategic Advantage Through Successful Co- Branding |
| Authors: | Panda, Tapan Kumar |
| Keywords: | Co-Branding
Classical conditioning
Conditioned stimulus
Branding strategy
Brand association
Ingredient co-branding
Joint venture co-branding
Multiple sponsor co-branding |
| Issue Date: | 2001 |
| Publisher: | Scholarly Article |
| Abstract: | Today’s market is suffering from a syndrome of sameness where all the products
offered to the customers look very similar. This similarity is not only from the
sameness in the physical brand element but also in the symbolic value proposition offered to the market. In this situation marketers are searching for
alternative method of branding for creating sustainable competitive advantage.
Co-branding as an alternative branding proposition is fast making grounds due to
various factors. The opening of Indian economy with spate of entries by
multinationals makes it evident that the Indian consumer is going to face lot of
products with co branding options. This paper looks in to the psychological
principles of co-branding strategy and highlights the potential benefits and
dangers of co-branding strategy as a brand building alternative in Indian Market. |
| URI: | http://hdl.handle.net/2259/203 |
| Appears in Collections: | Journal Articles
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Files in This Item:
| File |
Description |
Size | Format |
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| Strategic Advantage through Successful CoBranding.pdf | | 98Kb | Adobe PDF | View/Open |
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