Co-Branding: A Case Study of Micromax and MTV

Authors

  •   Mokhalles M. Mehdi Assistant Professor of Marketing, MIS & IT, School of Business, The Assam Kaziranga University, Koraikhowa NH 37, Jorhat, Assam

DOI:

https://doi.org/10.17010/ijom/2013/v43/i6/36393

Keywords:

Brand, Co-Branding, Marketers, Partners, MTV, Micromax.

Abstract

Co-branding is an instrument to introduce new products in the market by partner brands. The aim of the present case study is to identify the usefulness of co-branding in brand building. Partner selections in co-branding as well as the pessimistic side of co-branding have also been included in the present research. The paper also discusses the role of co-branding with the help of Micromax and MTV case study. The study analyzes why partner selection is an important aspect in co-branding. Proper partner selection increases the brand equity of each partner. The study also discusses the advantages and disadvantages of co-branding. The research concludes that companies are adopting co-branding as an extension strategy to maintain and to gain the market share by introducing fresh products.

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Published

2013-06-26

How to Cite

Mehdi, M. M. (2013). Co-Branding: A Case Study of Micromax and MTV. Indian Journal of Marketing, 43(6), 54–60. https://doi.org/10.17010/ijom/2013/v43/i6/36393

Issue

Volume 43, Issue 6, June 2013

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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