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Co-Branding in India

By | June 2013
Page 1 of 16
AARJSH

VOLUME 1

ISSUE 11

(MAY 2013)

ISSN : 2278 – 859X

A Peer Reviewed International Journal of Asian Academic Research Associates

AARJSH
ASIAN ACADEMIC RESEARCH JOURNALOFSOCIAL SCIENCE&HUMANITIES
CO BRANDING IN INDIA DR.ABDUL BAJI*; N.D CHANDRA SEKHAR**; B.UMA MAHESWARI*** *Principal in NIMRA college of business Management **2 nd Year MBA Student in Nimra College of Business Management ***2 nd Year MBA Student in Nimra College of Business Management

ABSTRACT There are various strategic options available to a marketer for building a strong brand in the market place. Brand image building is a long term process and three key issues need attention to make a brand distinct from other products or brands in the same product categories. It is difficult to develop a long term one way strategy for a brand and make it a success in the market place today due to sameness in the market. The market is flooded with products or brands with similar physical features and value promises and to make the condition worse for the modern marketer, there is a very high level of media clutter and advertising is fast losing its effect over the customers. The high cost of media and complexity of consumer response to interactive media makes the marketer to look for new alternatives for brand management. The three distinct propositions have remained same for building brands but the approach to build a successful brand is undergoing a change in the current context. The three macro strategic issues relates to building a strong brand include a distinct value offer with a high level of sustainable competitive advantage, a differentiated positioning statement and a consistent positioning strategy.

Asian Academic Research Journal of Social Sciences & Humanities

www.asianacademicresearch.org
206

AARJSH

VOLUME 1

ISSUE 11

(MAY 2013)

ISSN : 2278 – 859X

Introduction There are various strategic options available to a marketer for building a strong brand in...
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