This research examines the effects of co-branding on the
brand equity of both the co-branded product and the
constituent brands that comprise it, both before and
after product trial. It appears that co-branding is a
win/win strategy for both co-branding partners
regardless of whether the original brands are perceived
by consumers as having high or low brand equity.
Although low equity brands may benefit most from
co-branding, high equity brands are not denigrated even
when paired with a low equity partner. Further, positive
product trial seems to enhance consumers' evaluations of
co-branded products, particularly those with a low
equity constituent brand. Co-branding strategies may be
effective in exploiting a product performance advantage
or in introducing a new product with an unfamiliar brand
name.
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