Co-branding as an alternative branding proposition is
fast making grounds due to various factors. The opening
of Indian economy with spate of entries by
multinationals makes it evident that the Indian consumer
is going to face lot of products with co branding
options. This paper looks in to the psychological
principles of co-branding strategy and highlights the
potential benefits and dangers of co-branding strategy
as a brand building alternative in Indian Market. pdf
