Co-Branding Value: A Method of Estimating the Value of Strategic Brand Alliances

• Main Authors: Kuan-Chi Chang, 張寬棋
• Other Authors: Wei-Lun Chang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/55634322357042500377

碩士 === 淡江大學 === 企業管理學系碩士班 === 97 === In recent years, many global corporations have put much emphasis on brand power. Therefore, it’s one of the important goals for enterprises to think about how to enhance brand value for improving competitive advantages in such a competitive business market. Brand alliance strategy has been widely used in business so far so this research focuses on discussing corporate brand value. However, various scholars argue that it doesn’t need revolutionary marketing principals to revaluate the brand value. On the contrary, Balmer and Grey(2003) defined that marketing scholars and others had largely ignored the challenges presented by corporate brand management; besides, the traditional marketing framework was inadequate and requires a radical reappraisal. This research focuses on discussing corporate co-branding value and creates the model of evaluating co-branding value. The connotation of the model is to consider the compatibility of strategic partners such as strategic alliance compatibility and brand alliance compatibility; in addition, this research can estimate the corporate co-branding value through this model to evaluate and discuss the effect of co-branding effect for the future. This study verifies the proposed model synthetically with three presumed cases and one real case (Sony-Ericsson). Conversely, this research anticipates analyzing the model in different perspectives and observing the variation of different combinations to obtain potential managerial implications for corporate managers. This research concludes: (1). brand alliance compatibility has limited effect on corporate co-branding value, (2). strategic alliance compatibility is the major power to drive the direction of corporate co-branding value, and (3). the trend of co-branding value is the important indicator for business managers. In summary, this research successfully creates the model of co-branding value to present result of alliance. Additionally, our model is not only based on financial indicators but also a superior tool for enterprises which may interest in cooperating with others to evaluate the performance of strategic/brand alliance. Hence, the allied enterprises can improve the weakness through the model with modification. Finally, enterprises can understand the importance of the link between brand and customers; thus, they attempt to enhance the co-branding value in order to obtain sustaining competitive advantage.