How is co-branding adding value to the brands involved : does it diminish the value of exclusive brands and enhance popular brands? What are the parameters that turn brand collaborations successful ?
SONAR|HES-SO
- Costa Francisco, Rafaela
- Shepherd, Mark (Degree supervisor)
- Genève : Haute école de gestion de Genève
94 p.
Bachelor of Sciences HES in International Business Management: Haute école de gestion de Genève, 2023
English
In today’s global and competitive marketing environment, companies are under constant pressure to develop original and creative branding strategies to capitalize on their brand equity. Brands are becoming more and more interested in establishing co-branding partnerships as a solution to these issues. One of the purposes of these partnerships is to capitalize on any potential advantages that may result from the association of the participating brands, which may enhance brand awareness and boost brand image. The purpose of this study is to understand how co-branding impacts the brands involved in brand collaborations, evaluating the impact on brand value of exclusive and popular brands, through the formulation of two main hypotheses.
First, brand collaborations can enhance the value of the popular brand and diminish the value of the exclusive brand involved. This hypothesis suggests that when two distinct brands associate through a collaboration, the popular one benefits more from the value and recognition of the exclusive brand. On the other side, the exclusive brand may experience a decrease in its perceived value due to its association with a mass-market brand.
Second, brand collaborations can enhance the value of both the popular brand and the exclusive brand, resulting in the fact that both brands benefit from collaborating with a harmonious increase in brand value. Indeed, the association allows the popular brand to gain credibility and access a new target audience while the exclusive brand gains greater exposure and a wider audience.
Through the launch of an online survey and interviews made with experts in the field, it has been demonstrated that both hypotheses are viable and can be true depending on the circumstances of the brand collaboration and the brands that are involved. In the discussion and recommendations section, those elements that define the success of brand collaborations are discussed in depth.
For a brand to determine if a brand collaboration can be successful, a decision checklist has been created in the recommendations of this research, containing four crucial elements to consider. Furthermore, a proposed brand strategy framework is available, considering the 4Ps of marketing-mix, for brands to achieve a successful co-branding strategy implementation.
First, brand collaborations can enhance the value of the popular brand and diminish the value of the exclusive brand involved. This hypothesis suggests that when two distinct brands associate through a collaboration, the popular one benefits more from the value and recognition of the exclusive brand. On the other side, the exclusive brand may experience a decrease in its perceived value due to its association with a mass-market brand.
Second, brand collaborations can enhance the value of both the popular brand and the exclusive brand, resulting in the fact that both brands benefit from collaborating with a harmonious increase in brand value. Indeed, the association allows the popular brand to gain credibility and access a new target audience while the exclusive brand gains greater exposure and a wider audience.
Through the launch of an online survey and interviews made with experts in the field, it has been demonstrated that both hypotheses are viable and can be true depending on the circumstances of the brand collaboration and the brands that are involved. In the discussion and recommendations section, those elements that define the success of brand collaborations are discussed in depth.
For a brand to determine if a brand collaboration can be successful, a decision checklist has been created in the recommendations of this research, containing four crucial elements to consider. Furthermore, a proposed brand strategy framework is available, considering the 4Ps of marketing-mix, for brands to achieve a successful co-branding strategy implementation.
- Language
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- English
- Classification
- Economics
- Notes
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- Haute école de gestion Genève
- International Business Management
- hesso:hegge
- Persistent URL
- https://sonar.ch/global/documents/327705
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