• Aravinda Reddy M N
• Ms. Nikitha.Katragadda

Co-branding is an increasingly popular technique marketer’s use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co-brand (composite brand). This research examines the effects of co-branding on the brand quality and influence of brand name of both the co-branded product and the constituent brands that comprise it, both before and after product trial. It appears that co-branding is a win-win strategy for both co-branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may benefit most from co-branding, high equity brands are not denigrated even when paired with a low equity partner. Further, positive product trial seems to enhance consumers’ evaluations of co-branded products, particularly those with a low equity constituent brand. Co-branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name.

Employees, strategies, brand equity, brand names, product testing

"A study on the influence of Co-branding on Customer Perception in Bangalore City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.397-404, June 2019, Available :http://www.jetir.org/papers/JETIR1906Z57.pdf

"A study on the influence of Co-branding on Customer Perception in Bangalore City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp397-404, June 2019, Available at : http://www.jetir.org/papers/JETIR1906Z57.pdf