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Co-Branding: Fit Factors Between Partner Brands

2014-09 Business & Economics
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Release : 2014-09
Genre : Business & Economics
Kind : eBook
Book Rating : 960/5 ( reviews)

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Book Synopsis Co-Branding: Fit Factors Between Partner Brands by : Peter Zickermann

Download or read book Co-Branding: Fit Factors Between Partner Brands written by Peter Zickermann. This book was released on 2014-09. Available in PDF, EPUB and Kindle. Book excerpt: Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have leveraged their ‘most important asset’ (brands) through brand and line extensions. Nowadays, the most recent trend for capitalizing on brands is called ‘Co-Branding’ in which two or more brands are presented jointly to the consumer, forming a new product or service offering. This new branding strategy promises many benefits, especially for companies operating internationally with strong global brands. This study is about the perception of ‘fit’ between two partner brands in a co-branding venture. Previous studies have already identified that a perceived fit between partner brands leads to a positive evaluation of the co-branded offering by consumers. But why are some brands perceived as fitting together by consumers and others are not? To answer this question, this study investigates which factors (e.g. similar price level, target group, product category) lead to a perceived fit between partner brands by consumers.

Multiple Co-Branding

2005-01-31 Business & Economics
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Release : 2005-01-31
Genre : Business & Economics
Kind : eBook
Book Rating : 538/5 ( reviews)

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Book Synopsis Multiple Co-Branding by : Inca Beckmann

Download or read book Multiple Co-Branding written by Inca Beckmann. This book was released on 2005-01-31. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Abstract: The exchangeability of products has led to the producers need to differentiate themselves from other offers. Due to the flood of advertising on TV, on the radio, in magazines or on hoardings, people usually do not perceive all these stimuli anymore. A well-known brand can help a company to attract new customers and to keep customers loyal. Since there are already many well-established brands for most product categories, some producers have tried to improve their market position by using co-branding. Puma uses Gore Tex material. Ferrari and Fila have developed a sports shoe together and even Coca Cola, one of the world s most well-known brands, has launched a new co-branded product with the beer producer Diebels called Dimix . Already in 1998 co-branding was said to have a 40% annual growth rate in the US. This paper focuses on a new trend among co-branding companies: multiple co-branding. Co-branding one s product not only once, but with several well-known brands one after another or simultaneously in independent agreements is a relatively recent marketing strategy. It has to be said that even for co-branding in general there are only very few empirical studies giving evidence of co-branding s effects on the consumer, but so far it seems that multiple co-branding has been ignored completely. We could not find any sources, giving special attention on this new, growing phenomenon. Therefore, we decided to do some research of our own in this field. To analyse if multiple co-branding helps companies to strengthen their brands and to defend their market position against competitors, we will examine how consumers evaluate this strategy. The central questions that we try to answer are the following: Q1: Do consumers perceive multiple co-branding? Q2: How does multiple co-branding influence the consumer s attitude towards the brand that uses this multiple co-branding strategy? A consumer survey via e-mail was conducted in order to gain insight into consumers view of brands using multiple co-branding. The coloured chocolate lenses Smarties and the ice cream Langnese Cremissimo served as examples in our questionnaire since they have created new products together with many other brands. The findings shall give some useful advice to companies concerning aspects, which have to be taken into account when opting for a multiple co-branding strategy. Disposition The introduction will be followed by the theoretical part, which is [...]

Co-Branding as a Brand Strategy – An Analysis from the Resource-based View

2008-02 Business & Economics
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Release : 2008-02
Genre : Business & Economics
Kind : eBook
Book Rating : 456/5 ( reviews)

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Book Synopsis Co-Branding as a Brand Strategy – An Analysis from the Resource-based View by : Frédéric Begemann

Download or read book Co-Branding as a Brand Strategy – An Analysis from the Resource-based View written by Frédéric Begemann. This book was released on 2008-02. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, European Business School - International University Schlo Reichartshausen Oestrich-Winkel, 149 entries in the bibliography, language: English, abstract: Organisations hold a distinct resource portfolio which may qualify for competitive advantages. But there are always gaps within this portfolio which limit the value maximization of an organisation (B rki 1996). The brand is a key resource of an organisation, but despite the increasing number of different brands, the number of familiar and accepted brands in consumers' minds is very limited (Esch 2005, p. 27). Strong brands can therefore be powerful resources for organisations. Confronted with the innovative demand of consumers, these strong brands can also serve as basis for further value maximization. Nevertheless, even a strong brand only has a distinctive brand identity and respective consumersided brand associations which cannot be overstretched without negative effects (Kaufmann & Kurt 2005). This means that value maximization is limited due to existing brand gaps. The aim of this paper is to analyse co-branding as a brand strategy which contributes to value maximization of an organisation by filling existing organisational gaps. For this reason, the brand as distinct resource is to be analysed and alternatives for filling brand gaps are to be evaluated before guiding a structured analysis of co-branding benefits, success factors and risks from a RBV. Practical implications for co-branding partnerships are to be derived from this evaluation.

Co-Branding: Fit Factors between Partner Brands

2014-09-01 Business & Economics
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Author :
Release : 2014-09-01
Genre : Business & Economics
Kind : eBook
Book Rating : 962/5 ( reviews)

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Book Synopsis Co-Branding: Fit Factors between Partner Brands by : Peter Zickermann

Download or read book Co-Branding: Fit Factors between Partner Brands written by Peter Zickermann. This book was released on 2014-09-01. Available in PDF, EPUB and Kindle. Book excerpt: Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have leveraged their ‘most important asset’ (brands) through brand and line extensions. Nowadays, the most recent trend for capitalizing on brands is called ‘Co-Branding’ in which two or more brands are presented jointly to the consumer, forming a new product or service offering. This new branding strategy promises many benefits, especially for companies operating internationally with strong global brands. This study is about the perception of ‘fit’ between two partner brands in a co-branding venture. Previous studies have already identified that a perceived fit between partner brands leads to a positive evaluation of the co-branded offering by consumers. But why are some brands perceived as fitting together by consumers and others are not? To answer this question, this study investigates which factors (e.g. similar price level, target group, product category) lead to a perceived fit between partner brands by consumers.

Co-Branding as a brand strategy. An analysis from the resource-based view

2006-09-06 Business & Economics
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Author :
Release : 2006-09-06
Genre : Business & Economics
Kind : eBook
Book Rating : 657/5 ( reviews)

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Book Synopsis Co-Branding as a brand strategy. An analysis from the resource-based view by : Frédéric Begemann

Download or read book Co-Branding as a brand strategy. An analysis from the resource-based view written by Frédéric Begemann. This book was released on 2006-09-06. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, European Business School - International University Schloß Reichartshausen Oestrich-Winkel, language: English, abstract: Organisations hold a distinct resource portfolio which may qualify for competitive advantages. But there are always gaps within this portfolio which limit the value maximization of an organisation (Bürki 1996). The brand is a key resource of an organisation, but despite the increasing number of different brands, the number of familiar and accepted brands in consumers’ minds is very limited (Esch 2005, p. 27). Strong brands can therefore be powerful resources for organisations. Confronted with the innovative demand of consumers, these strong brands can also serve as basis for further value maximization. Nevertheless, even a strong brand only has a distinctive brand identity and respective consumersided brand associations which cannot be overstretched without negative effects (Kaufmann & Kurt 2005). This means that value maximization is limited due to existing brand gaps. The aim of this paper is to analyse co-branding as a brand strategy which contributes to value maximization of an organisation by filling existing organisational gaps. For this reason, the brand as distinct resource is to be analysed and alternatives for filling brand gaps are to be evaluated before guiding a structured analysis of co-branding benefits, success factors and risks from a RBV. Practical implications for co-branding partnerships are to be derived from this evaluation.

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