Brand alliance. Building block for scientific organisations´ marketing strategy

• Authors: Redler Joern

Title variants

PL

Sojusz marek: Element konstrukcji strategii marketingowej organizacji naukowej

• Languages of publication: EN PL

Abstracts

EN

This paper addresses management issues of brand alliances as part of a scientific organisation´s marketing strategy. Though brand alliances have become quite popular with consumer products they seem to be exceptions in the marketing context of academic or scientific organisations. Against this background, the paper develops a brand alliance approach considering requirements of strategically marketing scientific organisations. As a starting point, brand alliances are discussed as a sub-category to brand combinations. Furthermore, opportunities for scientific organisations associated with the alliance approach are elucidated as well as, from a more general perspective, major threats. In the following course, the paper focuses on modelling a framework of customer-based brand alliance effects, referring to the behavioural science-based view of brands which conceptualises brands as the psychological reaction to the exposure of brand elements like a name, logo or symbols. In that context, prerequisites for success are examined as well. Further, essential components of a brand alliance management process are discussed and its application to scientific organisations is expounded. Aspects like, e.g., choosing and evaluating a partner brand, positioning a brand alliance or monitoring brand alliance performance are illuminated. In regard to practical application also factors and requirements for organisation´s brand alliance success are outlined.

PL

Niniejsza praca porusza kwestię sojuszów market jako części strategii marketingowej organizacji naukowej. Chociaż sojusze market stały się dość popularne w przypadku produktów konsumenckich, zdają się one być wyjątkami w kontekście marketingowym organizacji akademickich, lub naukowych. Na tym tle niniejsza praca rozwija podejście oparte na sojuszu marek biorące pod uwagę wymogi strategicznego marketing organizacji naukowych. Punktem startowym dyskusji są sojusze marek jako podkategoria kombinacji marek. Ponadto, niniejsza praca naświetla możliwości dla organizacji naukowych powiązane podejściem sojuszu marek, a także, z bardziej ogólnej perspektywy, największe zagrożenia. Artykuł również skupia się na modelowaniu struktury efektów sojuszu marek opartego na klientach, odnosząc się do behawioralnego, opartego na nauce ujęcia marki, które definiuje markę jako psychologiczną reakcję na ekspozycję elementów marki takich jak nazwa, logo, lub symbole. W tym kontekście zostają także zbadane warunki osiągnięcia sukcesu. Dalej, istotne elementy zarządzania sojuszem marek zostają omówione, a ich zastosowanie w odniesieniu do organizacji naukowych zostaje wyjaśnione. Aspekty takie jak n.p. wybór i ocena marki partnerskiej, pozycjonowanie sojuszu marek, lub monitorowanie działanie sojuszu marek zostają naświetlone. W odniesieniu do praktycznego zastosowania, również czynniki i wymagania dla osiągnięcia sukcesu przez sojusz marek zostają nakreślone.

Keywords

EN

brand alliance; co-branding; brand strategy; brand combination; brand success

PL

Sojusz marek; co-branding; strategia marki; kombinacja marek; sukces marki

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2016
• Issue: 1(19)
• Pages: 59-94

Dates

online

2016-03

Contributors

author

Redler Joern

• Baden-Wuerttemberg Cooperative State University

References

• Aaker, D. A.; Joachimsthaler, E. (2000). Brand Leadership. New York. The Free Press.
• Aghdaie, S. F. A.; Dolatabadi, H. R.; Aliabadi, V. S. (2012). An Analysis of Impact of Brand Credibility and Perceived Quality on Consumers' Evaluations of Brand Alliance. International Journal of Marketing Studies, 4(2), 93-102.
• Ahn, H.; Sung, Y. (2012). A two-dimensional approach to between-partner fit in co-branding evaluations. Journal of Brand Management, 19(5), 414-424.
• Anderson, J. R. (2009). Cognitive psychology and its implications. London: MacMillan/Worth Publishers.
• Bagozzi, R. P. (1975). Marketing as Exchange. Journal of Marketing, 39(4), 32-39.
• Baker, S. M.; Faircloth, J. B.; Simental, V. (2005). Perceptions of university-corporate partnership influences on a brand. Journal of Marketing Theory and Practice, 13(2), 32-46.
• Baumgarth, C. (2004). Evaluations of co‐brands and spill‐over effects: further empirical results. Journal of Marketing Communications, 10(2), 115-131.
• Boad, B. (1999a). Co-Branding Opportunities and Benefits. In: Blackett, T. (Ed.). Co-branding: The science of alliance (str. 22-37), Houndsmill: Palgrave Macmillan.
• Boad, B. (1999b). The Risks and Pitfalls of Co-Branding. In: Blackett, T. (Ed.). Co-branding: The science of alliance (str. 38-46), Houndsmill: Palgrave Macmillan.
• Bower, J. L. (1986). Managing the resource allocation process: A study of corporate planning and investment. Harvard: Harvard Business Press.
• Bunzel, D. L. (2007). Universities sell their brands. Journal of Product & Brand Management, 16(2), 152-153.
• Chapleo, C. (2004). Interpretation and implementation of reputation/brand management by UK university leaders. International Journal of Educational Advancement, 5(1), 7-23.
• Chapleo, C. (2007). Barriers to brand building in UK universities? International Journal of Nonprofit and Voluntary Sector Marketing, 12(1), 23-32.
• Chapleo, C. (2011). Exploring rationales for branding a university: Should we be seeking to measure branding in UK universities? Journal of Brand Management, 18, 411-422.
• Chien, S.; Yu, C.; Wang, Y.; Kuo, P. L. (2014). Improving the Perceived Quality of Private Brands Using Co-Branding: The Role of Brand Equity and Store Image. International Journal of Management and Sustainability, 3(9), 540-551.
• Courtney, J.; Croasdell, D.; Paradice, D. (1998). Inquiring Organisations. Australasian Journal of Information Systems, 6(1), 3-14.
• Dawidziuk, S. (2012). A university’s brand in the contemporary world. Transactions of the Institute of Aviation, 6/2012, http://minib.pl/category/no-6-2012.
• Esch, F.-R.; Redler, J. (2005). Anchoringeffekte bei der Urteilsbildung gegenüber Markenallianzen: Die Bedeutung von Markenbekanntheit, Markenimage und Produktkategoriefit [Anchoring Effects in the Evaluation of Brand Alliances: Relevance of Brand Awareness, Brand Image, and Product Category Fit], Marketing ZFP, 27(2), 79-94.
• Esch, F. R.; Redler, J.; Honal, A. (2006). Beurteilung von Markenallianzen am Beispiel von Verpackungsentwürfen [Evaluation of Brand Alliances: The Example of Packaging Design], Transfer, 23(2/3), 10-20.
• Esch, F.-R.; Schmitt, B. H.; Redler, J.; Langner, T. (2006). The Brand Anchoring Effect: A Judgment Bias Resulting From Brand Awareness and Temporary Accessibilty. Proceedings of the 5th International Conference on Research in Advertising (ICORIA), Bath, UK.
• Fang, X.; Mishra, S. (2002). The effect of brand alliance portfolio on the perceived quality of an unknown brand. Advances in Consumer Research, 29(1), 519-520.
• Fiedler, K. (1996). Processing Social Information for Judgement and Decisions. In: Hewstone, M.; Stroebe, W.; Stephenson, G. M. (Ed.): Introduction to Social Psychology (pp. 135-165), Oxford: Blackwell.
• Finholt, T. A. (2003). Collaboratories as a new form of scientific organization, Economics of Innovation and New Technology, 12(1), 5-25.
• Franzen, G.; Bouwman, M. (2001). The Mental World of Brands. London: NTC Publications.
• Gilligan, C.; Wilson, R. M. S. (2013). Strategic Marketing Management, New York: Routledge.
• Hoyle, E. (1982). Micropolitics of Educational Organisations, Educational Management and Administration, 10, 87-98.
• Hutt, M. D.; Reingen, P. H.; Ronchetto Jr., J. R. (1988). Tracing emergent processes in marketing strategy formation. The Journal of Marketing, 52(1), 4-19.
• Jevons, C. (2006). Universities: a prime example of branding going wrong. Journal of Product & Brand Management, 15(7), 466-467.
• Judson, K. M.; Aurand, T. W.; Gorchels, L.; Gordon, G. L. (2008). Building a university brand from within: university administrators' perspectives of internal branding. Services Marketing Quarterly, 30(1), 54-68.
• Kapferer, J. N. (1997). Strategic Brand Management, London: Kogan Page.
• Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
• Keller, K. L. (2003). Strategic Brand Management. Upper Saddle River: Prentice Hall.
• Keller, K. L.; Aperia, T.; Georgson, M. (2012). Strategic Brand Management. Upper Saddle River: Prentice Hall.
• Kernstock, J.; Esch, F.-R.; Tomczak, T.; Redler, J.; Langner, T. (2014). Bedeutung des Corporate Management verstehen und Denkschulen kennen [Understanding the Importance of Corporate Brand Management and Recognizing Belonging Schools of Thought]. In: Esch, F. R.; Tomczak, T.; Kernstock, J.; Langner, T.; Redler, J. (red.), Corporate Brand Management (str. 3 - 26), Wiesbaden: Gabler.
• Kotler, P. (1972). A Generic Concept of Marketing. Journal of Marketing, 36(2), 46-54.
• Kotler, P.; Levy, S. J. (1969). Broadening the Concept of Marketing. Journal of Marketing, 33(1), 10-15.
• Kotler, P.; Fox, K. F. (1985). Strategic marketing for educational institutions. Upper Saddle River: Prentice-Hall.
• Leuthesser, L.; Kohli, C.; Suri, R. (2003). 2+ 2= 5? A framework for using co-branding to leverage a brand. The Journal of Brand Management, 11(1), 5-47.
• Levin, I. P.; Levin, A. M. (2000). Modelling the role of brand alliances in the assimilation of product evaluations. Journal of Consumer Psychology, 9(1), 43-52.
• Lynch, R. (2015). Strategic Management. Harlow: Pearson.
• Mathew, J.; Mullen, E. W.; Spake, D. (2012). University Branding: Understanding student´s choice of an educational institution, Journal of Brand Management, 20, 1-12.
• Mandler, J. M. (2014). Stories, scripts, and scenes: Aspects of schema theory. New York: Psychology Press.
• Mintzberg, H. (1978). Patterns in strategy formation. Management Science, 24(9), 934-948.
• Musselin, C. (2006). Are Universities Specific Organisations? In: Krücken, G.; Kosmützky, A.; Torka, M. (red.), Towards a Multiversity. Universities between Global Trends and National Traditions (str. 63-84), Bielefeld: Transcript Publishers.
• Noda, T.; Bower, J. L. (1996). Strategy making as iterated processes of resource allocation. Strategic Management Journal, 17, 159-192.
• Park, C. W.; Jun, S. Y.; Shocker, A. D. (1996). Composite branding alliances: An investigation of extension and feedback effects. Journal of Marketing Research, 33, 453-466.
• Parkinson, B. (2012). Social Perception and Attribution. In: Hewstone, M.; Stroebe, W.; Jonas, K. (red.), An Introduction to Social Psychology (str. 55-90), Chichester: Blackwell.
• Pendry, L. (2012). Social Cognition. In: Hewstone, M.; Stroebe, W.; Jonas, K. (red.), An Introduction to Social Psychology (str. 91-120), Chichester: Blackwell.
• Peterson, E.; Plowman, E. G. (1962). Business Organization and Management, Homewood: Richard Irwin.
• Pluta-Olearnik, M. (2012). Implementing new marketing strategies in scientific and research institutions. Transactions of the Institute of Aviation, 3/2012, online on: http://minib.pl/category/no-3-2012/
• Rao, A. R.; Qu, L.; Ruekert, R. W. (1999). Signalling unobservable product quality through a brand ally. Journal of Marketing Research, 36(2), 258-268.
• Redler, J. (2003). Management von Markenallianzen [Managing Brand Alliances], Berlin: Logos.
• Redler, J. (2014). Mit Markenallianzen wachsen - starke Marken erfolgreich kapitalisieren [Brand Alliances As Growth Enablers - Capitalising on Strong Brands]. Düsseldorf: Symposion Publishing.
• Shocker, A. D. (1995). Positive and negative effects of brand extension and co-branding. Advances in Consumer Research, 22, 432-432.
• Simonin, B. L.; Ruth, J. A. (1998). Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitude. Journal of Marketing Research, 35(1), 20-42.
• Singh, J.; Kalafatis, S. P.; Riley, D.; Ledden, L. (2011). Cobranding in higher education: an investigation of student attitudes, online: http://eprints.kingston.ac.uk/19803/1/Singh-J-19803.pdf
• Sojkin, B. (2015). Determinant factors of the marketing activity of scientific and research institutions, MINIB Marketing of Science and Research Organizations, 15(1), 19–32, online on: http://minib.pl/category/no-1-2015.
• Sung, M.; Yang, S. U. (2008). Toward the model of university image: The influence of brand personality, external prestige, and reputation. Journal of Public Relations Research, 20(4), 357-376.
• Terry, G. H. (1953). Principles of Management. Homewood: Richard Irwin.
• Thompson, K.; Strutton, D. (2012). Revisiting perceptual fit in co‐branding applications, Journal of Product & Brand Management, 21(1), 15-25.
• Tripathi, P. C.; Reddy, P. N. (2008). Principles of Management. New Delhi: Tata McGraw-Hill.
• Ueltschy, L. C.; Laroche, M. (2011). Co-Branding Internationally: Everyone Wins? Journal of Applied Business Research, 20(3), 91-102.
• Vaidyanathan, R.; Aggarwal, P. (2000). Strategic Brand Alliances: Implications for Ingredient Brands for National and Private Label Brands. Journal of Product and Brand Management, 9(4), 214-228.
• Vargo, S. L.; Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1-17
• Voss, K. E.; Tansuhaj, P (1999). A Consumer Perspective on Foreign Market Entry: Building Brand through Brand Alliances, Journal of International Consumer Marketing, 11(2), 39-58.
• Wachendorf, F.; Baumgarth, C. (2002). Preisbereitschaften und Kaufabsichten für Co-Brands – Einflussfaktoren und Messansätze, working paper, Marketing Chair University Siegen, Germany.
• Wänke, M.; Bless, H.; Igou, E. R. (2001). Next to a star: Paling, shining, or both? Turning interexemplar contrast into interexemplar assimilation. Personality and Social Psychology Bulletin, 27(1), 14-29.
• Washburn, J. H.; Till, B. D.; Priluck, R. (2000). Co-branding: brand equity and trial effects. Journal of Consumer Marketing, 17(7), 591-604.
• Young, R. R.; Greyser, S. A. (1983). Managing Cooperative Advertising: A Strategic Approach, Lexington: Lexington Books.

Notes

EN

Available in Open Access.

PL

Publikacja w otwartym dostępie (Open Access).

Identifiers

DOI

10.14611/minib.19.01.2016.07

DOI

10.14611/minib.19.01.2016.01