magistrsko delo
Barbara Jesenek (Author), Yuliya Lakutkina (Author), Milan Jurše (Mentor)

Abstract

Razmah globalizacije je podjetjem omogočil lažje poslovanje, hkrati pa se je zaradi večje konkurence na trgu pojavila večja potreba po inovativnem poslovanju. Podjetja so se začela povezovati in snovati strateška zavezništva, da bi okrepila svojo konkurenčnost na trgu. Ena izmed strategij strateškega povezovanja je co-branding ali partnersko povezovanje blagovnih znamk. Co-branding je oprt na sodelovanje najmanj dveh podjetij, ki s skupnimi vlaganji ustvarita nov skupen izdelek in njegovo pozicioniranje na trgu. Na takšen način lahko ustvarita številne sinergije, kot je hitrejši in olajšan vstop na nove trge, povečanje individualne prepoznavnosti in ugleda blagovne znamke, izboljšanje lastne konkurenčnosti, povečanje kapitala, izmenjevanje znanj, deljenje stroškov in tveganj. Kljub številnim prednostim pa se lahko podjetja v določenih okoliščinah soočijo tudi z nekaterimi tveganji in s slabostmi co-brandinga. V magistrskem delu smo se tematsko opredelili za co-branding kot strategijo managementa blagovnih znamk in strateškega zavezništva, pri čemer smo se najprej osredotočili na teoretično analiziranje mednarodnega marketinga, managementa blagovnih znamk in strateških zavezništev ter co-brandinga. V empiričnem delu pa smo se osredotočili na primerjalno analizo gospodarskih primerov co-brandinga med storitvenimi in proizvodnimi podjetji na domačem trgu ter na mednarodnih trgih. V empiričnem delu smo skupno opisali in analizirali 12 primerov co-brandinga iz gospodarske prakse proizvodnih in storitvenih podjetij. Najprej smo analizirali primere iz gospodarske prakse na domačem trgu, kjer smo opisali in analizirali 6 primerov co-brandinga, nato pa smo se osredotočili še na primere co-brandinga na mednarodnih trgih, kjer smo prav tako opisali in analizirali 6 primerov. Kasneje smo iz obeh delov analiz strnili spoznanja v skupno analizo in primerjavo obravnavanih primerov, iz katerih smo izluščili spoznanja o prednostih partnerskega povezovanja dveh blagovnih znamk. V sklepnem delu smo ugotovili, da so bili vsi analizirani primeri iz gospodarske prakse uspešni in da je co-branding zelo privlačna oblika strateškega povezovanja podjetij v proizvodni in storitveni dejavnosti na domačem trgu ter prav tako na mednarodnih trgih. Ugotovili smo, da je najpomembnejši dejavnik za uspešnost co-brandinga primerna izbira strateškega partnerja, saj uspešen co-branding ustvari številne sinergije za obe udeleženi podjetji. Pomembno je, da pred sklenitvijo co-brandinga podjetja ustrezno analizirajo potencialne partnerje, saj lahko ravno partner v co-brandingu omogoči uspešnost ali neuspešnost co-branding povezave. Skozi analizirane primere smo preučili različne tipe partnerskega povezovanja podjetij in ugotovili številne sinergijske učinke, ki jih le-to prinaša, kadar si partnerja delita enake oziroma podobne vrednote in cilje.

Keywords

izdelki;storitve;blagovne znamke;povezovanje;mednarodni marketing;strateški management;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [B. Jesenek, Y. Lakutkina]
UDC: 658.626(043.2)
COBISS: 13178652 Link will open in a new window
Views: 703
Downloads: 92
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Other data

Secondary language: English
Secondary title: Co-branding as a strategy of brand management and strategic aliiances
Secondary abstract: The expansion of globalisation has enabled easier business and at the same time, due to increased competition in the market, there has been a growing need for innovative business. Companies began to connect and form strategic alliances to strengthen their competitiveness in the market. One of the strategies of strategic alliances is co-branding or brand alliance. Co-branding is based on cooperation of at least two companies, which jointly create a new joint product and its positioning in the market. With such partnership they can create many synergies, such as faster and easier access to new markets, increasing individual visibility and brand reputation, improving their own (individual) competitiveness, increasing capital, exchange of knowledge, costs and risk sharing. However, despite numerous advantages, companies can in certain circumstances also face some of the risks and weaknesses of co-branding. In our research, we have thematically defined co-branding as a strategy of brand management and strategic alliances where we first focused on theoretical analysis of international marketing, brand management and strategic alliances and co-branding. In the empirical part, we focused our research topics on a comparative analysis of examples from case studies of co-branding between service and manufacturing companies in the domestic market and on international markets. In the empirical part, we have described and examined 12 examples of co-branding case studies of co-branding between manufacturing and service companies. Firstly, we examined case studies in the domestic market, where we described and examined 6 examples of co-branding and then we focused on case studies of co-branding in international markets, where we also described and examined 6 cases. Thereafter we summarized the findings from both parts of the analysis into one common analysis and comparison of the cases discussed, from which we learned about the advantages of partnering the two brands. In conclusion, we found that all examined examples of co-branding were successful, and that co-branding is a very attractive form of strategic alliance between companies both in manufacturing and service industries in the domestic market and on international markets. We have found that the most important factor for the success of co-branding is the appropriate choice of a strategic partner, since successful co-branding creates many synergies for both involved companies. It is important that, before forming a co-branding partnership, the company properly analyses its potential partners, as a co-branding partner can justify the success or failure of a co-branding relationship. Through the analysed examples, we examined the various types of co-branding and identified many synergies that it brings when partners share the same or similar values and goals.
Secondary keywords: co-branding;brand alliance;strategic alliances;brand management;international marketing;product;service;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: IV, 128 str.
ID: 10962390