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Strategic brand alliances: Research advances and practical applications

Strategic brand alliances: Research advances and practical applications
Strategic brand alliances: Research advances and practical applications

Co-branding or brand alliance, refers to a wide range of cooperations between two or more brands which include joint-sales promotions (e.g. Reebok and Pepsi), Advertising alliances (e.g. Kellogg’s and Tropicana), Bundling marketing (e.g. Microsoft and McAfee), Ingredient branding (e.g. Dell and Intel), Dual branding (e.g. Avis and Budget) and Product combinations (e.g. Betty Crocker and Hershey’s). It is a strategic business development opportunity for brands, in which the sum of the combined brand assets is greater than the parts of the individual brands (Rao and Ruekert, 1994). Brand alliances have attracted considerable research interest over the last few years, as evidenced by the increasing number of empirical studies in various contexts published since the mid-1990s (e.g. Park, Jun and Shocker, 1996; Lafferty, Goldsmith and Hult, 2004; Helmig, Huber and Leeflang, 2008; Kalafatis et al., 2012; Singh, 2015). The academic research interest in co-branding reflects a growing awareness that leveraging a firm through brand associations is more cost-effective and less risky than traditional brand extension strategies (Besharat and Langan, 2014). Furthermore, it presents a fresh opportunity for strategic advantage in a fiercely competitive marketplace (Bucklin and Sengupta, 1993).

120-135
Taylor and Francis
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Quamina, La Toya
5597b902-b239-4e66-873e-3ef92c04c027
Kalafatis, Stavros P.
e7b1aa2b-4d08-46fd-9eb6-215d9999d6c5
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Quamina, La Toya
5597b902-b239-4e66-873e-3ef92c04c027
Kalafatis, Stavros P.
e7b1aa2b-4d08-46fd-9eb6-215d9999d6c5

Singh, Jaywant, Quamina, La Toya and Kalafatis, Stavros P. (2016) Strategic brand alliances: Research advances and practical applications. In, The Routledge Companion to Contemporary Brand Management. Taylor and Francis, pp. 120-135. (doi:10.4324/9781315796789-17).

Record type: Book Section

Abstract

Co-branding or brand alliance, refers to a wide range of cooperations between two or more brands which include joint-sales promotions (e.g. Reebok and Pepsi), Advertising alliances (e.g. Kellogg’s and Tropicana), Bundling marketing (e.g. Microsoft and McAfee), Ingredient branding (e.g. Dell and Intel), Dual branding (e.g. Avis and Budget) and Product combinations (e.g. Betty Crocker and Hershey’s). It is a strategic business development opportunity for brands, in which the sum of the combined brand assets is greater than the parts of the individual brands (Rao and Ruekert, 1994). Brand alliances have attracted considerable research interest over the last few years, as evidenced by the increasing number of empirical studies in various contexts published since the mid-1990s (e.g. Park, Jun and Shocker, 1996; Lafferty, Goldsmith and Hult, 2004; Helmig, Huber and Leeflang, 2008; Kalafatis et al., 2012; Singh, 2015). The academic research interest in co-branding reflects a growing awareness that leveraging a firm through brand associations is more cost-effective and less risky than traditional brand extension strategies (Besharat and Langan, 2014). Furthermore, it presents a fresh opportunity for strategic advantage in a fiercely competitive marketplace (Bucklin and Sengupta, 1993).

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Published date: 15 July 2016

Identifiers

Local EPrints ID: 450865
URI: http://eprints.soton.ac.uk/id/eprint/450865
PURE UUID: 1a3d1007-f6ee-422f-83c5-70f2d292af24
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

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Date deposited: 17 Aug 2021 16:31
Last modified: 18 Aug 2021 01:58

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Contributors

Author: Jaywant Singh ORCID iD
Author: La Toya Quamina
Author: Stavros P. Kalafatis

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