CO-BRANDING: A STRATEGIC DECISION IN A COMPETITIVE WORLD

Authors

  • Sonal Gogri Assistant Professor, Faculty of Business Administration, GLS University

Keywords:

Co-branding, Strategic Decision, Marketing Strategy, dual branding, brand bundling, brand alliance strategy

Abstract

Co-branding is a marketing strategy and also an advertising campaign, as the success of one brand affects the success of its partner brand. Co-branding also called as dual branding or brand bundling is a brand alliance strategy in which two or more brands are involved in jointly launching a separate and unique co-brand. Co-branding decisions for any organization is the strategic decision that have an influence over years, decades, and even beyond the lifetime of the project. This research paper studies some of the well-known cases of co-branding and their strategic decisions.

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Published

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Issue

Vol. 9 No. 11 (2022): EPRA International Journal of Economics, Business and Management Studies (EBMS)

Section

Articles