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Conclusion

Indian enterprises need to realize that they now operate in an environment where they need to fight while co-operating with their competitors, to increase the market size and their market-shares. Globalization has led to a proliferation of brands where the consumer has been spoilt for choice. Smart co-branding is one way to survive and grow.

As India grows up to the new status that it has acquired, co-branding and further such developments will increasingly help its companies re-affirm its status.

A Microsoft-Apple happened in the US. Similarly, co-branded products / services from Coke-Pepsi-Haldirams-MTR; Sundaram-Fasteners-Bajaj-M&M-Ashok-Leyland-Toyota; Infosys-TCS-Satyam-Wipro-Accenture-IBM, Star-India-Bazar-Wal Mart-Metro-Pepsi Foods-Arvind Mills; Airtel-STAR-Reliance-Adlabs-FOX-Studios will all happen in India.

When differentiation is no longer possible, come together and mix the old wines in a newer bottle!!!

Concluded.

* Contributed by -
Santosh Kumar Vuppala,
Batch of 2007, PG Program in Communications Management,
Mudra Institute of Communications, Ahmedabad.

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