The University of Southampton
University of Southampton Institutional Repository

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 & 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 & 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).

This record has no associated files available for download.

More information

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

Catalogue record

Date deposited: 17 Aug 2021 16:31
Last modified: 17 Mar 2024 03:59

Export record

Altmetrics

Contributors

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

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×