How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success: The Guidelines to Navigating Both Reaffirming and Repositioning Strategic Partnerships
Understanding the different factors, influencers, and outcomes that form a successful brand partnership allow for marketers to make informed decisions that benefit their company. This paper provides a comprehensive review of the literature regarding partnership marketing and issues a set of guidelin...
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| Format: | Others |
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Scholarship @ Claremont
2019
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| Online Access: | https://scholarship.claremont.edu/cmc_theses/2042 https://scholarship.claremont.edu/cgi/viewcontent.cgi?article=3115&context=cmc_theses |
| Summary: | Understanding the different factors, influencers, and outcomes that form a successful brand partnership allow for marketers to make informed decisions that benefit their company. This paper provides a comprehensive review of the literature regarding partnership marketing and issues a set of guidelines for marketers to strategically market their brand by way of collaboration. With two distinct strategic frameworks, reaffirming partnerships and repositioning partnerships, this paper seeks illustrate the efficacy of brand collaboration and how to achieve success based on varying brand goals. |
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