Perception of Co-Brands: An Empirical Study

Abstract

Co-branding is ‘the placing of two (or more) brand names on a single product’. While co-branding is getting increasingly popular in the Indian market place, researchers have not devoted adequate attention to it. Data was collected from 103 respondents on their perception about four prominent cobrands and their seven constituent brands. No fictitious brands were used.

Contrary to hypothesis, it was found that perception about foreign constituent brands is not superior to perception about Indian constituent brands. Again, contrary to hypotheses results show that co-brands formed by brands of related products are not perceived more favourably than co-brands formed by brands of unrelated products. In keeping with the hypothesis it was found that perception of co-brands is similar to that of constituent brands.

Marketing Managers will find these results of use when they are choosing a brand with which to partner of forming a co-brand. Brand managers of the brands featured in this research will get information about the perception of their brand in the Indian market.