Wpływ strategii co-brandingu na kapitał marki
THE INFLUENCE OF CO-BRANDING STRATEGY ON THE BRAND EQUITY
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The changing environment is forcing companies to find the new sources of competitive advantage beyond their own organization. Today, the companies often use the relationships with partners to build their competitive advantage. The range of possible forms of cooperation between companies is large and includes cooperation in the area of brand management. Consequently, co-branding becomes popular cooperation brand strategy. The paper presents the issue of influence of co-branding on the brand equity. Co-branding allows the transfer of associations, as well as other elements of the brand equity like brand awareness, perceived quality and customer loyalty. In the article, the analysis of the influence of co-branding on the brand equity of composite brand and partners’ (constituent) brands is presented taking into account the type and nature of co-branding. In the article a theory was supported by the results of research conducted abroad and author’s experiences.
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