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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/203

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‚Äôs 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
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