1. Sarvesh Soni
Falguni Prajapati
Assi. Prof., Faculty of Management,
SSESGI, Rajpur- Kadi, Mehsana

2. Consumers’ attitude towards a particular
brand alliance influences their subsequent
attitude towards the individual brands that
comprises that alliance.

3.  Should a brand go in for dual branding ?
 How to select the most appropriate brand
partner ?

4.  To understand the genesis of Co Branding
strategy and to explore how Co-Branding can be
helpful for the partnered firms in their brand
building strategy

5.  The methodology employed for research is
exploratory in nature and does not include primary
data collection.
 No survey or response method is used. Data is
collected from several secondary sources like
journal articles,….
 research papers, websites and online social
media portals.

6.  Co-branding- also called dual branding, brand
alliance or brand bundling- occcurs when two or
more existing brands are combined with into a
joint product or marketed together in some
fashion.

7. Used properly, it is an effective way to leverage
strong brands and has the potential to achieve
'best of all worlds' synergy that capitalizes on the
unique strengths of each contributing brand

8.  Earlier, product association
was limited to credit cards &
Fast foods chains. But now,
brands from varied
backgrounds are realising
that the key to survival is to
become friends rather than
competitors.

9.  The result is the most unusual
and highly innovative ways of
co-branding and alliances
across the market
 It has made inroads into nearly
every industry, from fast foods
to automotive and high-tech
Internet companies to banking –
finance & entertainment .

10.  The marketing mantra for most of the brands
today is a strategic partnership or a co-branding
exercise that can channelize market interest in
their favour.
 Increasing clutter in terms of similar product lines,
advertising campaigns and fluctuating consumer
preferences, is forcing brands to join hands to
offer benefits to ‘value for money’ seeking
consumers.

11.  New product launches clearly identify the brands
that cooperated to create and market them. (LAVA
Handset with Intel processors)
 To maximize brand extension success rated,
many companies seek help from other companies,
brands, whose establishment reputation in the
new market might prove decisive
 Image reinforcement may also be an objective of
co-branding. ( Ariel and whirlpool’s Art of Washing
caimpaign)

12. (Nokia Asha has
partnered with
Yatra.com to offer
free travel vouchers
worth of Rs.4500 with
purchase of Nokia
Asha 305, 308 and
311 Smartphone)

13.  Capitalizing on synergies among a number of
brands with which brands associate themselves.
(Ra-one’s association with more than 25 brands
among themSony PlayStation, YouTube, Nerolac,
McDonald’s, Videocon, Nokia, Coke, ESPN Star
Sports and Cinthol etc.)
 The aim is to attract more customers and to
maximize the power and prestige that each brand
has to offer.

14.  Ingredient co-branding
 Same-company co-branding
 Corporate co-branding
 Multiple-sponsors
 Silent Co-branding

15.  According to Kotler & Keller (2011), a special case
of co-branding is ingredient branding, which
creates brand equity for materials, components, or
parts that are necessarily contained within other
branded products.
 Maruti advertises that it uses MRF tires

16.  Sometime a product brand associate itself with the
manufacturer of the same product. It can be seen
when corporate brand is enjoying higher prestige
& awareness in the market.
 A Titan watch from the house of TATAs or
VOLTAS ACs advertises as a TATA product

17.  Joint venture co-
branding is yet another
& common form of dual
branding.

18.  there is multiple-sponsor form of co-brands as in
the case of HCL computers with hardware alliance
of HP, processor alliance of Intel and software
alliance of Microsoft..

19.  not all alliance has been made visible
 In photocopy market, many products sold by
Canon are actually made by Richoh . To conquer
the iced tea market, Nestle and Coca- Cola
decided to unite against Unilever’s Lipton range.
 The product, called Nestea, is not co-branded,
though-Coca-Cola Company gets only a small
mention on the back of the packaging.

20.  The partner brand should be reliable and
responsible.
 Identify the original associations clinched to the
brands.
 There should be a common stimuli shared by both
the brands.
 Buying situation for both brands should be same.
 Exposure of Co-Branding in advertisement

21.  1. Less expense to market a new product
 2. Boost the company’s brand image while
increasing profits
 3. Access to New markets
 4. The risks involved would be less
* Source: http://pitchonnet.com/blog/2010/05/03/co-branding-
brands-in-hand/

22.  5. Improvement of products with the use of
modern technology.
 6. Introduction of your products or service to the
other side
 7. Benefits from the other company’s customer
base
* Source: http://pitchonnet.com/blog/2010/05/03/co-branding-
brands-in-hand/

23.  "In co-branded communication, one brand may tend to
be slightly stronger than the other, but there should be
some synergy between the two in terms of the
segments their target audiences lie in.
 Co-branding is a dynamic branding strategy and its
significance is growing especially with the increasing
importance of Internet as a medium.
 Although the benefits of co-branding are immense
especially in a complex market like that of India but
there are also some risks which are inherent in the
concept.

24.  The research is limited only to the study of journal
articles, websites and online resources and as
such does not cover each and every dimension of
Co Branding.
 This paper can be used as a starting point to do
more research in creating Co-Branding strategies
to assist brand building process

25. U! !! !!
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