The Benefits and and Risks of Strategic Brand Collaboration
2010 (English)In: The IUP Journal of Brand Management, ISSN 0972-9027, Vol. 7, no 3, 35-48 p.Article in journal (Refereed) Published
This paper explains the benefits and risks of brand collaboration from a strategic perspective. It integrates the benefits and risks with co-branding that previously lay scattered across poorly integrated domains. It is argued that brand managers can have three general benefits from brand collaboration - functional, emotional and self-expressive benefits. However, it is also argued that beyond the more obvious benefits, brand collaboration also involves risks for both the parties involved. First, there is a risk with loss of control over the brand associations; second, there is a risk with loss of control and lost focus in the target groups; third, image dilution through overexposure; fourth, a lost focus in the target group; fifth, a risk that one of the brands in the alliance becomes generic; and sixth, less leverage points for the involved brands in the future.
Place, publisher, year, edition, pages
2010. Vol. 7, no 3, 35-48 p.
Economics and Business
IdentifiersURN: urn:nbn:se:kth:diva-60983OAI: oai:DiVA.org:kth-60983DiVA: diva2:478337
QC 201201172012-01-162012-01-162012-01-17Bibliographically approved