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Differentiated brand experience in brand parity through branded branding strategy

Given the existence of brand parity/brand similarity in certain product categories, it has become difficult for brand owners to provide unique brand experience to the customers. Companies therefore are increasingly depending on brands from other companies in an effort to enhance their customers' brand experience with a view to bolstering up their own brand's equity. This practice of branded branding strategy (BBS) is different from other related brand strategies such as co-branding and ingredient branding. This paper sets out to provide a theoretical explanation as to why brand parity/brand similarity occurs. This paper then introduces and defines ‘BBS’ concept and explains how it differs from other related brand strategies. Finally, the paper explains how BBS may be used by the companies to build and strengthen brand equity through provision of better brand experience.