Brand alliance based on value chain theory

Brand alliance is a strategy to utilize exterior resources for brand development, which focuses on the integration of tangible and intangible assets and is dominated by brand value. Based on the summary of the various forms of brand alliance, the paper uses value chain theory to reveal the generality and essence of different brand alliance forms. Although brand alliances differ in characteristics and operating modes, they are on the different segments of the value chain that two or more brand value chains implement an integration of resource in the common pursuit of certain attributes of the brand value, and the key benefit in the brand alliance is value sharing. At the end, the paper puts forward some suggestions for brand alliance decision-making.