PRESENTED BY : SHRISTY AGGARWAL

Utilization

of two or more brands to name a new product. Ingredient brands help each other to achieve their aims. Also called as brand bundling or brand alliances.

Co-branding
Ingredient cobranding Composite cobranding

 Risk

sharing of royalty income

Generation More

sales income customer trust

Generate

 Wide

scope (due to joint advertising) benefits

Technological Greater

access to new source of finance

 May

affect partner brands in adverse manner which can damage the total brand equity. in visions and missions of the two companies, then also composite branding may fail.

Difference

 Co-branding

may fail when the two products have different markets.