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  1. 1 Journal of Economics and Management

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  1. 1 Grębosz M.

  2. 1 Otto J.

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  1. 1 2013

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International Expansion of Brands by Realization of Co-Branding Strategy

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Grębosz M., Otto J.
Journal of Economics and Management
|
2013
|
vol. 14
77-87
EN
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.
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