Download e-book for iPad: Co-Branding as a brand strategy – An analysis from the by Frédéric Begemann

By Frédéric Begemann

degree Thesis from the yr 2006 within the topic company economics - advertising, company communique, CRM, industry study, grade: 1,3, ecu company institution - foreign collage Schloß Reichartshausen Oestrich-Winkel, 149 entries within the bibliography, language: English, summary: challenge setOrganisations carry a different source portfolio that can qualify for aggressive ad-vantages. yet there are constantly gaps inside of this portfolio which restrict the price maximi-zation of an service provider (Bürki 1996). the emblem is a key source of an company, yet regardless of the expanding variety of diverse manufacturers, the variety of common and ac-cepted manufacturers in shoppers’ minds is particularly constrained (Esch 2005, p. 27). robust manufacturers can for that reason be strong assets for agencies. faced with the cutting edge call for of shoppers, those robust manufacturers may also function foundation for additional price maximization. however, even a robust model basically has a particular model identification and respective consumer-sided model institutions which can't be overstretched with-out unwanted effects (Kaufmann & Kurt 2005). which means worth maximization is restricted because of current model gaps. examine objectiveThe goal of this paper is to examine co-branding as a model process which contributes to price maximization of an organization via filling current organisational gaps. therefore, the logo as distinctive source is to be analysed and possible choices for filling model gaps are to be evaluated prior to guiding a established research of co-branding advantages, good fortune components and dangers from a RBV. functional implications for co-branding partner-ships are to be derived from this evaluation.

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Co-Branding as a brand strategy – An analysis from the resource-based view by Frédéric Begemann

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