Co Branding As A Brand Strategy An Analysis From The Resource Based View

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

Frédéric Begemann

Author : Frédéric Begemann
Publisher : GRIN Verlag
Page : 85 pages
File Size : 44,9 Mb
Release : 2008-02
Category : Branding (Marketing)
ISBN : 9783638667456

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

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

Peter Zickermann

Author : Peter Zickermann
Publisher : Anchor Academic Publishing (aap_verlag)
Page : 98 pages
File Size : 45,7 Mb
Release : 2014-09
Category : Business & Economics
ISBN : 9783954892969

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

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.

Developing Winning Brand Strategies

Lars Finskud

Author : Lars Finskud
Publisher : Business Expert Press
Page : 104 pages
File Size : 47,8 Mb
Release : 2009-06-01
Category : Business & Economics
ISBN : 1606490443

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Developing Winning Brand Strategies by Lars Finskud Pdf

This outstanding new title introduces at a high level the actual relationships between branding, strategy, and corporate performance. It provides a fresh perspective on, and approach for, developing robust customer-focused strategy and describes the important role of the brand in competing successfully for stakeholder choice. Developing Winning Brand Strategies adds significant value providing a holistic, in-depth understanding of the business dynamics and consumers' selection criteria enabling management to make informed strategic decisions.

Co-Branding. Strategy to strengthen brands

Ann-Sophie Theuring

Author : Ann-Sophie Theuring
Publisher : GRIN Verlag
Page : 25 pages
File Size : 40,7 Mb
Release : 2018-02-26
Category : Business & Economics
ISBN : 9783668646292

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Co-Branding. Strategy to strengthen brands by Ann-Sophie Theuring Pdf

Seminar paper from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, ISEC-Institut Supérieur de l’Économie (dern. eufom University), course: Wirtschaftspsychologie, language: English, abstract: Nowadays, to enter a new market or to gain awareness for products is complicated. The markets are crowded with competitors and the consumer can easily decide between different options of a product. It is indispensable to stand out from the crowd and to raise the consumers awareness for the own products to be successful. Most of the time, the brand is the core of a company. It reflects the image of the organisation and connects it to the products. As hard as establishing a brand is, as easy it is to destroy it with a critical headline in newspapers, selling defective products or similar. Ironically, it is even harder to regain the brand image and regaining the trust of the customers afterwards as cases like Abercrombie & Fitch and Volkswagen showed. In some cases even a regeneration is almost impossible. Therefore, there are different strategies a company can implement to simplify the process of branding. Co-Branding is a strategy where companies work and sell their products together without giving up their own brands. Next to advantages like gaining attention of a different market segments there are also risks and obstacles the company has to face by implying this strategy. For this reason it is important to analyze which company is able to use the strategy and which requirements are needed to create a successful cooperation for the participating parties.

Co-Branding

T. Blackett,R. Boad

Author : T. Blackett,R. Boad
Publisher : Springer
Page : 150 pages
File Size : 55,7 Mb
Release : 1999-09-24
Category : Business & Economics
ISBN : 9780230599673

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Co-Branding by T. Blackett,R. Boad Pdf

The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well-matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This is the first book to explore this important area.

Brand Fusion

Terry Smith,Tom Williams

Author : Terry Smith,Tom Williams
Publisher : Walter de Gruyter GmbH & Co KG
Page : 743 pages
File Size : 53,7 Mb
Release : 2022-07-05
Category : Business & Economics
ISBN : 9783110718737

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Brand Fusion by Terry Smith,Tom Williams Pdf

Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning. It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.

Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing

K. Scott Swan,Shaoming Zou

Author : K. Scott Swan,Shaoming Zou
Publisher : Emerald Group Publishing
Page : 350 pages
File Size : 47,6 Mb
Release : 2012-09-05
Category : Business & Economics
ISBN : 9781781900178

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Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing by K. Scott Swan,Shaoming Zou Pdf

Interdisciplinary approaches are critical to solve the interesting problems of the day. This volume seeks to capture and synthesize the knowledge in the area of branding, product design, innovation, and strategic thought in international marketing.

CEO Branding

Marc Fetscherin

Author : Marc Fetscherin
Publisher : Routledge
Page : 337 pages
File Size : 53,8 Mb
Release : 2015-06-19
Category : Business & Economics
ISBN : 9781317746638

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CEO Branding by Marc Fetscherin Pdf

CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of international scholars and practitioners to contribute original chapters in their area of expertise. The book introduces the concept of the CEO as a brand, and outlines the "4Ps" of this branding mix – the CEO (person), personality, prestige (reputation), and performance. It discusses the CEO branding process, and demonstrates the many ways in which this ‘human brand’ affects the company in financial terms (such as performance, profit, and stock returns), as well as non-financial terms (reputation, trust, and firm strategy). The book also includes ‘lessons learned’ and many examples that illustrate how companies can measure and manage the CEO brand. This comprehensive, authoritative volume will give students, researchers, marketing and communication managers, and CEOs themselves a thorough understanding of all aspects of the CEO brand. A must read for any CEO who is serious about developing, managing and measuring their own brand. For more information, visit www.ceobranding.org

Global Brand Strategy

Sicco Van Gelder

Author : Sicco Van Gelder
Publisher : Kogan Page Publishers
Page : 276 pages
File Size : 48,8 Mb
Release : 2005
Category : Business & Economics
ISBN : 074944469X

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Global Brand Strategy by Sicco Van Gelder Pdf

"A triumph...the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." Simon Anholt, Chairman, Earthspeak, and author of Brand New Justice "His analyses are accurate and enlightening, explained in a clear concise fashion without being unduly simplified for advanced marketers." Jack Yan, CEO, Jack Yan and Associates "A wonderful piece of work, extremely comprehensive and should provide an invaluable guide for brand management and development." K.N. Tang Emeritus Chairman ACNielsen Asia-Pacific "His contribution to global brand strategy is a considerable one, marrying as he does an in-depth knowledge of how brands work to a keen awareness of cultural particularities." The Journal of Brand Management The purpose of this book is to clarify for brand managers what they must consider when managing their brands across diverse cultures and markets throughout the world. Each brand has its own particular assets and vulnerabilities when it comes to extending across geographic and cultural borders. Brand managers can find themselves faced with a multitude of complex issues, not least the language barrier. Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal how to extend the brand and realise its true value. Contents include: *The brand environment *The brand expression *The brand domain * The brand reputation *The brand affinity *The brand recognition *Local brand management *Harmonising a global brand *Extending a global brand *Creating a new global brand. Containing a wealth of analytical models, real-life examples and global case studies, Global Brand Strategy will provide fresh insights for managers and students alike into how to ensure the success of extending a brand globally.

International Brand Strategy

Sean Duffy

Author : Sean Duffy
Publisher : Kogan Page Publishers
Page : 273 pages
File Size : 46,9 Mb
Release : 2021-01-03
Category : Business & Economics
ISBN : 9781789666304

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International Brand Strategy by Sean Duffy Pdf

In theory, the Internet allows all brands to market internationally. But in practice, most companies struggle to compete outside their home market. Written from a marketing practitioner's perspective, International Brand Strategy evens the playing field with clear, actionable techniques to guide any organization going through the process. This book helps companies build sales in foreign markets, but just as important it helps them thrive by maintaining price integrity and building brand equity at the same time. With the guidance provided in International Brand Strategy companies hit the ground running in foreign markets. This provides a competitive advantage from day one, empowers companies to avoid costly mistakes, and saves months of trial and error. The book lays out a unique methodology for managing brands abroad that can be implemented for any product in any market. These methods have proven their value for companies large and small across six continents. The book guides readers with pragmatic models and a wealth of examples from global companies such as Target Canada, Unilever and Apple. International Brand Strategy was written for those who are planning to enter a new market and for those who are already there but wish to improve their brand's performance. It helps the reader recognize some of the most common pitfalls and how to avoid them, provides practical tips to understand the dynamics of price, product and value from a foreign buyer's perspective, and defines a conceptual framework to assess and improve brand equity at home and abroad.

Strategic Management (color)

Anonim

Author : Anonim
Publisher : Unknown
Page : 325 pages
File Size : 44,5 Mb
Release : 2020-08-18
Category : Electronic
ISBN : 1949373940

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Strategic Management (color) by Anonim Pdf

Strategic Management (2020) is a 325-page open educational resource designed as an introduction to the key topics and themes of strategic management. The open textbook is intended for a senior capstone course in an undergraduate business program and suitable for a wide range of undergraduate business students including those majoring in marketing, management, business administration, accounting, finance, real estate, business information technology, and hospitality and tourism. The text presents examples of familiar companies and personalities to illustrate the different strategies used by today's firms and how they go about implementing those strategies. It includes case studies, end of section key takeaways, exercises, and links to external videos, and an end-of-book glossary. The text is ideal for courses which focus on how organizations operate at the strategic level to be successful. Students will learn how to conduct case analyses, measure organizational performance, and conduct external and internal analyses.

Business-to-Business Brand Management

Mark S. Glynn,Arch G. Woodside

Author : Mark S. Glynn,Arch G. Woodside
Publisher : Emerald Group Publishing
Page : 504 pages
File Size : 45,9 Mb
Release : 2009-06-19
Category : Business & Economics
ISBN : 9781848556713

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Business-to-Business Brand Management by Mark S. Glynn,Arch G. Woodside Pdf

Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers.

Fundamentals of Branding

Javier Casanoves Boix

Author : Javier Casanoves Boix
Publisher : Profit Editorial
Page : 307 pages
File Size : 45,6 Mb
Release : 2020-03-09
Category : Social Science
ISBN : 9788417942182

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Fundamentals of Branding by Javier Casanoves Boix Pdf

The main objective of this book is to help you understand the idiosyncrasies of the brand and its strategic management in the company. With this end in mind, it has been divided into two blocks, as detailed below. Chapters 1 to 5 form the first block, which offers a framework based on the conceptualization, types and need to promote the brand. From there, brand equity and brand capital are studied in terms of concepts, characteristics and perspectives of analysis. Once stipulated, the main models of brand equity and brand capital proposed in the literature are detailed, deciphering the elements most commonly accepted in subsequent research and in the business field. Finally, these key elements are described, analyzing their characteristics, measurement indicators and strategic implications for the company. Chapters 6 and 7 form the second block, which provides a clear view of the concept and importance of the discipline of branding, as well as the need to understand how the human brain and heart work together with the soul of brands. From there, the importance of creating a brand culture in the organization is explained, emphasizing the commitment to the firm as a flag and developing an appropriate organizational structure to carry out the process of managing brands. Next, the importance of strategic management is examined, defining a proposal for a branding plan. Finally, we analyse the new trends developed in terms of brand, highlighting the importance of digital integration, the empowerment of human capital and the creation of virtual communities associated with it.

Marketing Methods to Improve Company Strategy

Marcos Fava Neves,Luciano Thome e Castro,Matheus Alberto Consoli

Author : Marcos Fava Neves,Luciano Thome e Castro,Matheus Alberto Consoli
Publisher : Routledge
Page : 136 pages
File Size : 52,8 Mb
Release : 2010-01-21
Category : Business & Economics
ISBN : 9781135164386

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Marketing Methods to Improve Company Strategy by Marcos Fava Neves,Luciano Thome e Castro,Matheus Alberto Consoli Pdf

Consolidates over 10 years of academic research and consulting activities developed by the authors. This title is suitable for students of Business Administration and practitioners seeking fresh methods to implement to increase their productivity.

60-Minute Brand Strategist

Idris Mootee

Author : Idris Mootee
Publisher : John Wiley & Sons
Page : 256 pages
File Size : 55,8 Mb
Release : 2013-05-17
Category : Business & Economics
ISBN : 9781118659960

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60-Minute Brand Strategist by Idris Mootee Pdf

Praise for 60-Minute Brand Strategist "A fresh take on the wisdom of putting brand strategy at the heart of corporate strategy. Brilliant insights for a fast-moving world." —Angela Ahrendts, CEO, Burberry "Idris Mootee paints a sharp, comprehensive, and finely articulated analysis of the potential of meaningful brands in the 21st century's cultural scenario and business landscape. The result is a smart manual that reminds you and your company how to build relevant, authentic, sustainable, and successful brands in an evolving society." —Mauro Porcini, Chief Design Officer, PepsiCo Inc. "Idris's book teaches us how to engage today's increasingly cynical consumers on a deeper emotional level to build real equity and leadership. He demonstrates how to break out of the box and connect business strategy to brand strategy, and how the right brand story never really ends!" —Blair Christie, SVP and CMO, Cisco Systems, Inc. "It's rare to find a book that's both inspiring and practical but Idris nailed it! He has crafted the ultimate guide to brand building in the connected world with visual clarity and thought-provoking strategy." —Eric Ryan, cofounder, Method Products, Inc. This book is about one thing only: branding. Period. In this economy ruled by ideas, the only sustainable form of leadership is brand leadership. 60-Minute Brand Strategist offers a fast-paced, field-tested view of how branding decisions happen in the context of business strategy, not just in marketing communications. With a combi-nation of perspectives from business strategy, customer experience, and even anthropology, this new and updated edition outlines the challenges traditional branding faces in a hyper-connected world. This essential handbook of brand marketing offers an encyclopedia of do's and don'ts, including new case studies of how these concepts are being used by the world's most successful and valuable brands. 60-Minute Brand Strategist is your battle plan, filled with powerful branding tools and techniques to win your customers' hearts and defeat the competition.

Co Branding As A Brand Strategy An Analysis From The Resource Based View

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

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

Developing Winning Brand Strategies by Lars Finskud Pdf

Co-Branding. Strategy to strengthen brands by Ann-Sophie Theuring Pdf

Co-Branding by T. Blackett,R. Boad Pdf

Brand Fusion by Terry Smith,Tom Williams Pdf

Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing by K. Scott Swan,Shaoming Zou Pdf

CEO Branding by Marc Fetscherin Pdf

Global Brand Strategy by Sicco Van Gelder Pdf

International Brand Strategy by Sean Duffy Pdf

Strategic Management (color) by Anonim Pdf

Business-to-Business Brand Management by Mark S. Glynn,Arch G. Woodside Pdf

Fundamentals of Branding by Javier Casanoves Boix Pdf

Marketing Methods to Improve Company Strategy by Marcos Fava Neves,Luciano Thome e Castro,Matheus Alberto Consoli Pdf

60-Minute Brand Strategist by Idris Mootee Pdf

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