magistrsko delo
Azra Ikanović (Author), Milan Jurše (Mentor)

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:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [A. Ikanović]
UDC: 339.54:658.626
COBISS: 11654428 Link will open in a new window
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Downloads: 235
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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