Brand Alliance, a Strategy to Enter New Markets and a Tool for Positioning (original) (raw)
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Extending the view of brand alliance effects
International Marketing Review, 2007
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A typology of brand alliances and consumer awareness of brand alliance integration
Marketing Letters, 2018
Brand alliances, which involve intentionally presenting two or more brands together, appear in many different forms. For example, Subway stores placed within Wal-Mart, Airbus A380 airplanes with Rolls-Royce Trent engines, and Nike+iPod co-developed personal trainers are among the more well-known manifestations of this strategy. Our study contributes to the literature on brand alliances by conceptualizing and measuring a typology of brand alliance types based on their degree of integration. We also empirically test and find that consumers are sensitive to varying degrees of brand alliance integration. We then link these findings to the managerial decision of how and with whom a brand should form an alliance. We use extensive examples, conversations with managers, and survey-based experiments to show that brand alliance integration is relevant and impactful to both managers and consumers.
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Brand allianees are more widespread than current aeademie research would seen to suggest, and the reality seems to indicate that this type of allianees between companies will undergo unsuspeeted growth in the years to come. This paper will attempt to help fill this literature gap by analyzing and developing the eoneept of the brand alliance on the basis of Williamson's transaetion eost theory and the brand identity models presented by and . In addition, it will diseuss the problems inherent in this type of allianee, primarily as regards eomplementarily and eonsistency between the brands. To this end, and analytieal model will be developed based on Kapferer's "Identity Prims" (1992) and Rao and Ruekert's brand allianee evaluation model (1994). This model will be used to seleet potential brands for a possible alliance, evaluate this seleetion and track the alliance's value. Finally, we will diseuss the limitations inherent in this work and will suggest potential future areas of research that would be of interest within the field of brand management.
International Marketing …, 2007
Purpose -The purpose of this paper is to broaden the external validity of the "brand alliance" theory, as it is set up by Simonin and Ruth, by analysing transnational brand alliances. It aims to discuss the significance of country of origin in this context. Design/methodology/approach -Based on a broad literature review of the brand alliance and country of origin literature the authors conducted an empirical study that examined consumer attitudes towards cross-national brand alliances. Findings -The findings demonstrate the role that the relationship between country of origin fit and brand fit plays in predicting consumer attitude towards cross-border brand alliances; and that when brand familiarity decreases, the positive influence of country of origin fit on attitudes towards the brand alliance increases, and is greater than that of brand fit.
CO-BRANDING: A STRATEGIC DECISION IN A COMPETITIVE WORLD
EPRA International Journal of Economics, Business and Management Studies (EBMS), 2022
Co-branding is a marketing strategy and also an advertising campaign, as the success of one brand affects the success of its partner brand. Co-branding also called as dual branding or brand bundling is a brand alliance strategy in which two or more brands are involved in jointly launching a separate and unique co-brand. Co-branding decisions for any organization is the strategic decision that have an influence over years, decades, and even beyond the lifetime of the project. This research paper studies some of the well-known cases of co-branding and their strategic decisions.
Journal of Marketing Research, 1998
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Brand Linkages: Winners, Losers and How to Measure These
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Brand owners constantly seek strategies to improve their brand's popularity. One such strategy is to seek a cooperative relationship with another brand, termed a "brand linkage". This study represents one of the first attempts at empirical and experimental research on brand linkages in a South African marketing communication environment. One such brand linkage between Engen (a fuel service station) and Woolworths (a speciality food retailer) is examined. Results showed that awareness of the brand linkage did have a marked effect on the overall rating of Engen. Implementing a pretest-posttest control group design, results also showed that there were statistically significant differences between pre-and post-intervention ratings of Engen (the host brand) for the groups that were exposed to a campaign depicting the brand linkage. The research provides practitioners with a measuring instrument that can be replicated easily and provides insight for marketers on leveraging the value of brand linkages.
Marketing of new products as important part of the commercialization process, plays a critical role in success of developer companies. Most of new products fail, and in sequence cause the company not to reach the financial and marketing aims. The paper concentrates on cooperative marketing alliances as a successful approach to commercialization of new products, by study the Iranian football premier league as a context for cooperative marketing alliances among football clubs and business enterprises. Popularity of football clubs has mentioned as a business platform, for commercialization and marketing of new products, not just by sponsorship, but by involvement of club in marketing and even some production processes. The paper concentrates on sponsorship status in Iran and measure the success of this practice in clubs participated in Iranian premier league 2008 - 2009. For this purpose, the contract duration, validity and payment on promise have been measured. Results show that sponsorship is usually very short term and supports only a small bulk of club costs. The reliance on governmental aids and unprofessional managers offers as the main reasons for this failure. Then the structure of marketing in some pioneering football clubs studied as a benchmark for success. In conclusion researchers suggest the promotion to co-marketing as a strategic alliance between football club and sponsor, so that mutual benefit can help football clubs to cover a greater part of their costs and have better usage from their equities, and help the business enterprise to joy from popularity of football club to exploit the market potential. Study results that cooperative marketing may offer an entrepreneurial approach to new product commercialization, and will promote the marketing abilities of football clubs.