Co- branding A case study of Micromax and MTV

By:

MEHDI, MOKHALLES M

Material type:

Mixed materialsPublication details: 2013Description: 54-60Subject(s):

BRANDING

NLM classification:

658.827

In: INDIAN JOURNAL OF MARKETINGMSummary: Co branding is an instrument to inroduce 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		43/6	Available		P15031

Co branding is an instrument to inroduce 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.

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