Co-Branding Internationally: Everyone Wins?

Abstract

Co-branding is an increasingly popular technique used primarily in domestic markets to transfer the positive associations of the partner brands to a newly formed co-brand. This exploratory study investigates the relative impact of the brand equity of the constituent brands on co-branding efforts internationally using a sample of 1,203 Philippine housewives. Findings indicate the co-branding of two high-equity brands was mutually beneficial, but the co-branding of high-equity and low-equity brands can be potentially dangerous for the high equity partner.