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The Benefits and an...
The Benefits and and Risks of Strategic Brand Collaboration
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- Uggla, Henrik (author)
- KTH,Industriell marknadsföring
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- Åsberg, Per (author)
- KTH,Industriell marknadsföring
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(creator_code:org_t)
- 2010
- 2010
- English.
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In: The IUP Journal of Brand Management. - 0972-9097. ; 7:3, s. 35-48
- Related links:
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https://urn.kb.se/re...
Abstract
Subject headings
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- This paper explains the benefits and risks of brand collaboration from a strategic perspective. It integrates the benefits and risks with co-branding that previously lay scattered across poorly integrated domains. It is argued that brand managers can have three general benefits from brand collaboration - functional, emotional and self-expressive benefits. However, it is also argued that beyond the more obvious benefits, brand collaboration also involves risks for both the parties involved. First, there is a risk with loss of control over the brand associations; second, there is a risk with loss of control and lost focus in the target groups; third, image dilution through overexposure; fourth, a lost focus in the target group; fifth, a risk that one of the brands in the alliance becomes generic; and sixth, less leverage points for the involved brands in the future.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Publication and Content Type
- ref (subject category)
- art (subject category)
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