Brand Alliance(Co-Branding) -About Brand Alliance
What is a co-branding?
Co-branding refers to belong to different companies, two or more brands of short-term or long-term contact or a combination. From the intuitive point of view, co-branding is manifested mainly in a single product or service used in a number of brand name or logo, etc., such as by Sony Corporation and Ericsson mobile phone joint production use "Sony Ericsson" as a brand name, Legend the company's personal computer is printed on "Intel Inside" logo and so on. Co-branding is an important way of brand equity to use for co-branding launch party for the implementation of co-branding the main motive is to help other brands owned by the brand equity to influence the attitude of consumers for new products, thus increasing buying will, and to improve the brand's brand image or reinforce a brand features.
Co-branding has long been used in commercial practice. As early as 1961, the United States leading food manufacturers Betty Miao Kitchen, Inc. (General Mills) and Sunkist company once the successful implementation of a co-branding. The Ford Motor and Firestone tires cooperation can be traced back to 1908. Since the age of 2O century, 8O, co-branding has been the practice in the management of more and more widely used. McKinsey & Company in 1994, a study suggests that the global co-branding within the context of the number of brands is an annual average increase rate of 4O. Nutra Sweet, Microsoft, Intel and other brands have been adopted in co-branding was a great success.
Co-branding in practice allows the rapid development of the study to solve this problem has an important practical significance. Since the 2O century, 9O early, NORRIS, and RAO such as the introduction of the research topic, co-branding related research in academia has been more and more attention. What exactly is more likely to be successful co-branding, brand jointly participating in the joint brand, what kind of impact, and participation in the joint in the joint brand of what role each played a series of problems caused by the wide interest in academic circles. Consumer Behavior in a large number of studies have shown that attitude can be a good predictor of behavior, therefore, empirical studies often use of certain factors on the impact of changes in consumer attitudes to predict the factors that influence consumer behavior validity. Similarly, co-branding of the relevant studies have made use of co-branding its impact on consumers attitudes to assess its effectiveness. In the literature on the basis of carding, where co-branding from the consumer's attitude toward evaluation of the factors involved in co-branding co-brand with which feedback effects, as well as participating in the joint brand of the relative contribution of the joint three aspects of research carried out reviewed, and directions for further research on the prospects in order to promote domestic research and application of co-branding.
