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 Equity is defined as value and strength of the Brand that decides its worth whereas Customer Equity is defined in terms of lifetime values of all customers. Brand Equity and Customer Equity have two things in common- Both stress on significance of customer loyalty to the brand. Both stress upon the face that value…
Brands have a certain value in the market as well as in the balance sheets of the organization that owns the brand. This is a matter that has been agreed upon by the industry. The accounting of the brand value and the methodology for calculation of the brand value is widely debated. When organizations pay…
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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