Co-branding Strategy as a New Competitive Weapon

被引:0
|
作者
Chen Jin [1 ]
Fan Zhi-gang [1 ]
Yu Hong [1 ]
机构
[1] Zhejiang Univ, Sch Management, Hangzhou 310058, Zhejiang, Peoples R China
关键词
Co-branding; Business Strategy; Competitive Advantage;
D O I
暂无
中图分类号
F [经济];
学科分类号
02 ;
摘要
In recent years, co-branding has become a prevalent brand management strategy, which provided an opportunity for enterprises to obtain greater competitive advantage and even achieve a win-win situation. This paper discusses the theory foundation of co-branding from horizontal strategic alliance theory view and cognitive psychology theory view, and then describes the evaluation mechanism of co-branding by considering the pre-existence attitude towards individual brand, familiarity of individual brand and perceived Co-brandfit. In this basis, the merits and risks associated with co-branding are analyzed to help managers make correct decision.
引用
收藏
页码:131 / 134
页数:4
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