Co-branding Strategy as a Source of Innovation on International Market

Grębosz-Krawczyk, Magdalena; Pointet, Jean-Marc

doi:10.1515/joim-2017-0014

Cited by 6 publications

(4 citation statements)

References 15 publications

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“…market penetration rate, market coverage rate and market share) (Yao et al ., 2012). Co-branding strategies are increasingly observed in both business-to-customer (B2C) and business-to-business (B2B) relations (Grębosz-Krawczyk and Pointet, 2017). Motion et al.…”

Section: Background Literaturementioning

confidence: 99%

Co-branding drivers between professional sport organizations and on-field sports apparel sponsors

Abdolmaleki,

Mohammadi,

Babaei

et al. 2023

IJSMS

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PurposeThis study aims to investigate drivers of co-branding, and the relative strength of these drivers within the Persian Gulf Pro League (PGPL). The study examines sport sponsorship, and specifically the relationship between professional football teams and on-field apparel sponsors.Design/methodology/approachSixteen experts participated in semi-structured interviews and ranked the co-branding drivers. The expert opinions were organized into estimates and triangular fuzzy numbers were established before the Mamdani Fuzzy Inference System converted the fuzzy outputs into crisp output values using the Centroid method. Next, the rankings of the drivers by the same 16 participants were analyzed using the analytical hierarchy process (AHP).FindingsThe study identified four main factors with 19 indicators: brand management (i.e. enhancing brand value, utilizing the knowledge and experience of partner brands, brand position, brand identity, brand equity and brand image), partner relationships (i.e. satisfaction, mutual trust, commitment, common interest, product reliability and innovative strategies), marketing factors (i.e. marketing mix, market position, competitive advantage and entry into new domestic markets) and supporting factors (i.e. copyright, contracts and social media law). The AHP identified the most influential factors as marketing, partner relationships, brand management and support.Originality/valueBased on the study’s findings, the authors recommend that PGPL teams adopt a partnership mindset, seek alignment of values and recognize the plurality of stakeholders to a sponsorship and their relationships to each other. The study highlights the challenges of co-branding activities in a developing country where trademark laws are not well developed.

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Section: Background Literaturementioning

confidence: 99%

Co-branding drivers between professional sport organizations and on-field sports apparel sponsors

Abdolmaleki,

Mohammadi,

Babaei

et al. 2023

IJSMS

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“…For the formation of innovation development strategies, many approaches justify strategic management decisions from different positions. Marketing strategies and particularly brand associations with brand awareness, perceived quality, and brand loyalty [18], co-branding strategies become important [19].…”

Section: Approaches To Substantiating Randd Product Development Strategiesmentioning

confidence: 99%

Method of Technological Forecasting of Market Behaviour of R&D Products

Kozyk¹,

Mrykhina²,

Lisovska³

et al. 2021

Adv. sci. technol. eng. syst. j.

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The current concept of open innovation corresponds to the R&D products transfer model -"role changes". One of the fundamental provisions of the model is that R&D products are considered for commercialization not only at the final stage of technological readiness, but at any of them. In today's changing market environment, special attention is paid to the transfer and commercialization of R&D products at the early stages of readiness, but this process is characterized by significant problems from the point of view of technological forecasting. To solve the problems, the article substantiates the method of technological forecasting of market behaviour of R&D products at the early stages of technological readiness, which is based on taking into account the strengths and weaknesses, development factors and limiting factors of R&D product. The method allows you to predict indicators of product behaviour relative to the market where its commercialization is planned. As a component of the above method and in order to increase the level of reliability of calculations and validity of results, a method for determining the correction factor of indicators of market behaviour of R&D product has been developed. The method was developed on the basis of fuzzy set theory algorithms using the fuzzy logic toolbox (MATLAB), which made it possible to integrate a set of different types of forecast data on the market behaviour of an R&D product, taking into account the relationships and interdependencies between them, into one correction factor. This coefficient contains the characteristics of signs of the impact of R&D product on the market (in particular, market effects, types of market changes) and the impact of market effects on R&D product (effects generated by R&D products, organizational and technological changes in R&D products). To justify the correction factor, a knowledge base of responses from subject area experts has been formed. In order to further select a commercialization strategy for R&D product, a system with normative indicators has been developed that interpret the following types of strategies: zero-level commercialization of R&D product; first-level commercialization of R&D product; commercialization of the second level of R&D product. The author's method of technological forecasting of market behaviour of R&D products and choosing a commercialization strategy for a product is universal, can be applied to R&D product of any type of economic activity, transfer method, etc. Testing of the method on the example of a number of R&D products presented by the developers of the Lviv Polytechnic National University (Lviv, Ukraine) showed the validity of the author's method and its relevance in modern conditions of market singularity.

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“…Further, co-branding represents a 'system of brands' built from two or more well-known brands ultimately generating a sole entity representing a positive win-win situation for all parties concerned (Baumgarth, 2018;Besharat and Langan, 2014;Kapferer, 2012;Kotler and Armstrong, 2010;Nguyen et al, 2018;Washburn and Priluck, 2000). The newly formed co-brand represents a cooperative agreement that uses the partner brand's intangible and tangible features (Besharat, 2010;Grębosz-Krawczyk and Pointet, 2017). For example, both partner brand names, logos and other identifiable features should appear on all communication touch points of the co-brand to signify a committed partnership (Besharat and Langan, 2014;Ronzoni et al, 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

Exploring the creation and development of political co-brand identity

Armannsdottir

Pich

2019

QMR

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Purpose The creation and development of candidate-politician brands, otherwise known as political co-brands, remains an under-researched area of study. This is supported by calls for more understanding on political co-brands and how they are positioned and managed by their creators. Framed by the concepts of internal brand identity and co-branding, this paper aims to investigate how political co-brand identity is constructed and managed over time, exploring alignment between the political co-brand and political corporate party brand. Design/methodology/approach An interpretivist revelatory multi-case study approach, using in-depth interviews, was conducted with three political co-brands (candidates-politicians) from the UK Conservative Party. The three cases represented constituencies across the UK from the North, Midlands and South of the country. The in-depth elite interviews were conducted July 2015 to September 2015. Methodological triangulation was also adopted to assess the coherency of emerging themes with online and offline materials and documents. A two-stage thematic analytical approach was used to interpret the findings. Findings This multiple case study demonstrates how successful political co-brands create and develop identities tailored to their constituency, often distinct from the corporate political brand and developed several years before electoral success at the ballot box. In addition, this study reveals that political co-brands are dichotomous in terms of strategically managing a degree of alignment with the corporate political brand yet maintaining a degree of independence. Research limitations/implications This study builds on limited existing concepts such as co-branding and political brand identity as a means of critical application. Existing research on co-branding remains a “relatively limited” and complex area of study and generally focuses on fictitious brands. Political brand identity remains an under-researched area. This in turn supports the development and advancement of political branding as an area of study. This paper highlights the opportunities of using the strategic approach of co-branding to help conceptualise “candidates-politicians” as political brands’ which up until now, “candidate-politician brands” have been difficult to define unlike the extensive research on corporate political brands. Practical implications This study has implications for practice too. Organisations and different typologies of political brands will be able to use this political co-brand identity framework as a diagnostic mechanism to investigate their co-brands current identity, assess alignment and make strategic changes or reposition the envisaged identity if desired. Similarly, organisations can use this framework, key dimensions and factors as a blueprint to design and build new political brands at a corporate and/or local level. Originality/value This study has implications for brands beyond the world of politics. Brands can adopt the political co-brand identity framework developed in this study as a pragmatic tool to investigate internally created co-brand identity and explore alignment with the corporate party brand identity. In addition, this research adds to the limited research on non-fictitious co-brands and co-branding literature at large and addresses the calls for more research on brand identity in new settings.

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Co-branding Strategy as a Source of Innovation on International Market

Cited by 6 publications

References 15 publications

Co-branding drivers between professional sport organizations and on-field sports apparel sponsors

Co-branding drivers between professional sport organizations and on-field sports apparel sponsors

Method of Technological Forecasting of Market Behaviour of R&D Products

Exploring the creation and development of political co-brand identity

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