authors
Noor Bhambri

abstract
This research investigates the economic and brand value of co-branding strategies in the Indian luxury hospitality and real estate sectors. With an emphasis on the partnerships between luxury hospitality brands and real estate developers, the study aims to understand how co-branding impacts both financial performance and brand equity. Using a qualitative case study approach, secondary data from company reports, industry publications, and press releases from prominent Indian luxury companies such as Taj Hotels, Oberoi Hotels, and DLF Limited were analyzed. The study focuses on identifying key factors that influence the success of co-branding initiatives, including economic benefits, brand value improvements, and customer perceptions. The data analysis utilizes content and comparative analysis techniques to extract and compare key metrics such as revenue growth, property values, brand equity scores, and customer loyalty. The findings suggest that strategic co-branding partnerships have a significant positive effect on the financial outcomes and brand recognition of participating companies. The results provide actionable insights for industry stakeholders seeking to leverage co-branding as a growth strategy in India’s luxury sectors.