Co-branding – Meaning, Types and Advantages and Disadvantages
April 3, 2025
What is Co-branding Co branding is the utilization of two or more brands to name a new product. The ingredient brands help each other to achieve their aims. The overall synchronization between the brand pair and the new product has to be kept in mind. Example of co-branding – Citibank co-branded with MTV to launch…
Brand management has become quite a challenge for brand managers as well as the Organizations today. Intense competition and the decreasing product life of a brand add further dimensions to the brand management problem. Brand managers by and large opt for brand extensions now days. You can check any shelf in the super market and…
Brand Extension is the use of an established brand name in new product categories. This new category to which the brand is extended can be related or unrelated to the existing product categories. A renowned/successful brand helps an organization to launch products in new categories more easily. For instance, Nike’s brand core product is shoes.…
Brand Identity | Brand Image | |
1 | Brand identity develops from the source or the company. | Brand image is perceived by the receiver or the consumer. |
2 | Brand message is tied together in terms of brand identity. | Brand message is untied by the consumer in the form of brand image. |
3 | The general meaning of brand identity is “who you really are?” | The general meaning of brand image is “How market perceives you?” |
4 | It’s nature is that it is substance oriented or strategic. | It’s nature is that it is appearance oriented or tactical. |
5 | Brand identity symbolizes firms’ reality. | Brand image symbolizes perception of consumers |
6 | Brand identity represents “your desire”. | Brand image represents “others view” |
7 | It is enduring. | It is superficial. |
8 | Identity is looking ahead. | Image is looking back. |
9 | Identity is active. | Image is passive. |
10 | It signifies “where you want to be”. | It signifies “what you have got”. |
11 | It is total promise that a company makes to consumers. | It is total consumers’ perception about the brand. |
Focus on shaping your brand identity, brand image will follow.
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