Impact of co-branding strategy on the positioning of constituent brands and composite brand
Journal Title: Zarządzanie i Finanse - Year 2013, Vol 11, Issue 4
Abstract
Brand positioning aims to achieve the desired brand image by creating a distinctive identity for a selected group of customers that are the target group. Implementation of co-branding strategy - a strategy that offers a combination of two or more brands - allows to use the image of the two constituent brands for positioning of the composite brand. The aim of the paper was to analyze the impact of the co-branding strategy on the positioning of constituent brands and composite brand. The discussion and analysis of the results of empirical studies confirm the impact of the implementation of co-branding strategy on the posi-tioning of composite brand. The final positioning of the composite brand bases on the positioning of both constituent brands, but usually there is higher con-vergence of the target group and brand identity of a composite brand with an inviting constituent brand, rather than with invited constituent brand. Simulta-neously the implementation of a co-branding strategy affects the images, and consequently the positioning of constituent brands after the realisation of co-branding strategy. In the case of inviting constituent brand, re-positioning of the brand is affected by the positioning of composite brand and invited constituent brand. In the case of invited constituent brand, the impact on the re-positioning depends primarily on the image of composite brand.
Authors and Affiliations
Magdalena Grębosz
Keywords
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