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

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dc.contributor.authorRamasamy, Sakthivel
dc.date.accessioned2025-07-24T11:51:20Z
dc.date.available2025-07-24T11:51:20Z
dc.date.issued2020
dc.description.abstractIn 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.
dc.identifier.issn2581-9402(Online)
dc.identifier.urihttps://ds.dmiseu.org/handle/123456789/74
dc.language.isoen
dc.publisherInternational Journal of Management
dc.subjectBrand Extension
dc.subjectBrand Association
dc.subjectCo-Branding
dc.subjectProducts and Services
dc.titleLaunching of a New Product with the Co-Branding Strategy A Case Study of Indian Brands
dc.typeArticle

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