2013 | 14 | 77-87
Article title

International Expansion of Brands by Realization of Co-Branding Strategy

Title variants
Languages of publication
The process of internationalization implies a number of questions connected with brand management. The companies seek innovative methods of international brand expansion. These methods include - i.a. - brand extension, brand licensing, acquisition of patent rights and co-branding. The purpose of this article is to discuss and analyse the possibility of international expansion by realization of co-branding strategy. In the paper the results of existing and own research concerning the impact of co-branding on the international expansion of brands are analyzed. From a theoretical and practical standpoint, this paper contributes to brand alliances research and has provided a better understanding of application of co-branding strategy on international market.
Physical description
  • Abratt R., Motlana P. (2002): Managing Co-Branding Strategies: Global Brands into Local Markets. "Business Horizons", Vol. 10-11.
  • Balmer J.M.T. (2001): The Three Virtues and Seven Deadly Sins of Corporate Brand Management. "Journal of General Management", Vol. 27 (1).
  • Chernatony L., McDonald M.H.B. (1994): Creating Powerful Brands. Butterworth- -Heinemann, Oxford.
  • Clifton R. (2003): The Future of Brand. In: Brands and Branding. Ed. by R. Clifton, J. Simmons. The Economist, London.
  • Gregory J.R., Weichmann J.G. (2001): Branding Across Borders: A Guide to Global Brand Marketing. McGraw-Hill Professional, New York.
  • Grębosz M. (2008): Brand Management. Wydawnictwo Politechniki Łódzkiej, Łódź.
  • Grębosz M. (2012): The Outcomes of Co-branding Strategy. "Chinese Business Review", Vol. 11 (9).
  • Kapferer J.N. (1992): Strategic Brand Management - New Approaches to Creating and Evaluating Brand Equity. Kogan Page, London.
  • Keller K.L. (1998): Strategic Brand Management - Building, Measuring and Managing Brand Equity. Prentice Hall, New Jersey.
  • Keller K.L., Apéria T., Georgson M. (2008): Strategic Brand Management. A European Perspective. Pearson Education, Harlow.
  • Kotler P., Armstrong G. (2009): Marketing. An Introduction. Pearson International Edition, London.
  • Levitt T. (1986): The Globalization of Markets. In: The Marketing Imagination. Ed. by T. Levitt. The Free Press, New York.
  • Michel G. (2004): Au coeur de la marque. Dunod, Paris.
  • Murphy J.M. (1990): Brand Strategy. Director Books, Cambridge.
  • Randall G. (2000): Branding - a Practical Guide to Planning Your Strategy. Kogan Page, London.
  • Rao A.R., Qu L., Ruekert R.W. (1999): Signaling Unobservable Product Quality Through a Brand Ally. "Journal of Marketing Research", Vol. 36 (2).
  • Rao A.R., Ruekert R.W. (1994): Brand Alliances as Signals of Product Quality. "Sloan Management Review", Vol. 36 (Fall).
  • 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 Attitudes. "Journal of Marketing Research", Vol. 35 (1).
  • Ueltschy L.C., Lacroche M. (2004): Co-Branding Internationally: Everybody Wins? "Journal of Applied Business Research", Vol. 20 (3).
  • Van Gelder S. (2003): Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets. Kogan Page, London.
  • Voss K.E., Tansuhaj P. (1999): A Consumer Perspective on Foreign Market Entry: Building Brands through Brand Alliances. "Journal of International Consumer Marketing", Vol. 11 (2).
  • Washburn J.H., Till B.D., Priluck R. (2004): Brand Alliance and Customer-Based Brand-Equity Effects. "Psychology and Marketing", Vol. 21 (7).
Document Type
Publication order reference
YADDA identifier
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.