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The Benefits and and Risks of Strategic Brand Collaboration
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.ORCID iD: 0000-0002-0357-3264
2010 (English)In: The IUP Journal of Brand Management, ISSN 0972-9027, Vol. 7, no 3, 35-48 p.Article in journal (Refereed) Published
Abstract [en]

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.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:kth:diva-60983OAI: oai:DiVA.org:kth-60983DiVA: diva2:478337
Note
QC 20120117Available from: 2012-01-16 Created: 2012-01-16 Last updated: 2012-01-17Bibliographically approved

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Åsberg, Per

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