magistrsko delo
Abstract
Co-branding je po navadi kratkoročna do srednjeročna partnerska pogodba o partnerstvu na področju menedžmenta blagovnih znamk. Formira se, ko se iz finančnih razlogov ne splača ustanoviti novo podjetje, v obliki joint venture, ali novo blagovno znamko. Co-branding je vse bolj popularna strategija, ki jo tržniki uporabljajo z namenom prenosa pozitivnih asociacij partnerskih blagovnih znamk na novo oblikovani co-brandiran izdelek ali storitev. Empirične raziskave zavezništev blagovnih znamk kažejo, da potrošniki ovrednotijo neznano blagovno znamko boljše, če je v zavezništvu z zelo znano ali močno blagovno znamko. Čeprav so strategije co-brandinga učinkovite, so rezultati povezovanja odvisni od partnerjev. Ta soodvisnost je opisana v poglavju o spill-over učinkih co-brandinga. S uporabo partnerskega povezovanja blagovnih znamk na podlagi zelo znanih sestavin (ingredient co-branding), lahko podjetje utrdi svojo tržno pozicijo. To je tudi najpogostejša uporaba opisane strategije. Zabeležen je porast uporabe co-brandinga kot strategije, strategija pa je pridobila na pomenu med vsemi strategijami blagovnih znamk. To magistrsko delo ponuja usmeritve in vpogled za vse tiste, ki v co-brandingu vidijo potencialne prednosti in finančne koristi.
Keywords
blagovne znamke;partnerstvo;povezovanje;poslovno sodelovanje;konkurenčnost;mednarodno trženje;strategija trženja;
Data
Language: |
Slovenian |
Year of publishing: |
2014 |
Typology: |
2.09 - Master's Thesis |
Organization: |
UM EPF - Faculty of Economics and Business |
Publisher: |
[A. Ikanović] |
UDC: |
339.54:658.626 |
COBISS: |
11654428
|
Views: |
1255 |
Downloads: |
235 |
Average score: |
0 (0 votes) |
Metadata: |
|
Other data
Secondary language: |
English |
Secondary title: |
Co-branding as a strategy of international strategic alliance |
Secondary abstract: |
When two marketers have a new idea but believe that it is too expensive or not profitable enough for them to launch a new brand or enter into a joint venture, they usually resort to co-branding. Nowadays, co-branding is becoming more and more popular medium to long-term duration method of business as it conveys positive associations of already established brands into a new one. Empirical studies on brand alliance suggest that when exposed to a brand alliance, consumers will evaluate an unknown brand higher when they are associated with established or high equity brand partners. We can conclude that although co-branding strategies are effective, the effects may differ depending on the partners. That interdependence is described in the section about spill-over effects of co-branding. Co-branding can improve competitive position by use of branded ingredients (ingredient co-branding) and that is the most common use of described strategy. Co-branding alliances are getting more extensive, the strategy became a greater part of the overall brand strategy. This master thesis provides direction and insight to those who see potential advantage and financial gain through the use of co-branding. |
Secondary keywords: |
brand name;co-branding;spill-over effects;SWOT analysis;partner selection;MAUT theory;brand equity; |
URN: |
URN:SI:UM: |
Type (COBISS): |
Master's thesis/paper |
Thesis comment: |
Univ. v Mariboru, Ekonomsko-poslovna fak. |
Pages: |
73 str. |
ID: |
8728268 |