Brand Brand Brand Brand strategy strategy strategy strategy New New New New models models models models of of of of networking networking networking networking Edited by P S Gopalakrishnan Charlotte Puisais Juin 2009 Specialized Master Marketing, Management&Communication Tutor : Christophe Benaroya
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
P S Gopalakrishnan, Julio Cerviño, José Maria Cubillo-Pinilla, Ignacio Cruz-Roche, David James, Paul F Nunes, Stephen F Dull, Patrick D Lynch, Mriam Claire Beezy, Lisanne Bouten, Erik Jan Hultink, Cees de Bont, Nicole van Leeuwen, Swati Soni, Makarand Upadhyaya, Serge Dive, Marie-Hélène Abbo, P. Venkatesh, D. Gavatri,
- Overview based on literature, studies and brief concreteexamples
- Very concepts of what are brand alliances
→ 2222ndndndnd section: section: section: section: experiencesexperiencesexperiencesexperiences and applications and applications and applications and applications chapters 10 to 14
Sony’s Ericsson ; Yum! Brands ; ING Group&Vysia Bank
* = sponsorship or endorsements or special promotion or advertising
Agreement
Attributes of the brand
Strenghts
Form of brand alliances
DisadvantagesValues developed by the alliance
Duration and purpose
Physical production
** = ingredient branding or product integration or reach and awareness co-branding or value-endorsement co-branding or complementary competence co-branding or service warranty co-branding or unorthodox co-branding
*** = Who launch the alliance ? When ? Context of the launching ?
« A brand is a name, a term, a sign, a symbol, a drawing, a design or all types of combinationwhich allows to identify a product and to differentiate it versus its competitors »