Relevant bibliographies by topics / Co-branding

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Co-branding'

Author: Grafiati
Published: 4 June 2021
Last updated: 10 March 2023

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Journal articles on the topic "Co-branding"

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Wilkof, Neil. "Branding, co-branding and innovation: expectations and limitations." Journal of Intellectual Property Law & Practice 13, no. 8 (February 16, 2018): 611–24. http://dx.doi.org/10.1093/jiplp/jpx235.

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Boone, Juliette M. "Hotel-Restaurant Co-Branding." Cornell Hotel and Restaurant Administration Quarterly 38, no. 5 (October 1997): 34–43. http://dx.doi.org/10.1177/001088049703800533.

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Bliss, Michael. "Co‐branding in Europe." International Journal of Bank Marketing 14, no. 6 (November 1996): 36–40. http://dx.doi.org/10.1108/02652329610130154.

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Rowley, Jennifer, and Sonya Hanna. "Branding destinations: symbolic and narrative representations and co-branding." Journal of Brand Management 27, no. 3 (December 17, 2019): 328–38. http://dx.doi.org/10.1057/s41262-019-00180-8.

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Ananda Kumar, A., and R. Sakthivel. "Launching of a New Product with the Co-Branding Strategy: A Case Study of Indian Brands." Shanlax International Journal of Management 8, no. 2 (October 1, 2020): 28–33. http://dx.doi.org/10.34293/management.v8i2.3365.

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In recent years, the practice of co-branding has attracted a large number of research scholars and practitioners. Many of the researchers are also done their research articles with branding or co-branding. Commonly co-branding deals with the combination of two or more brands into a single product. Where co-branding is concerned with a marketing plan to associate with multiple brand names in a single product. The researcher discussed the general classification of brand associations. The paper reveals two classifications of the statements. The first is to form the general classification of Co-branding. The second aims of this paper are to promote the model of co-branding. The paper is also dealing with analyzing the theories of brand association and brand extension. The paper discussed, along with various case studies of co-branding of products and services.
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Palguna, I. Gusti Ngurah Bagus Dwira. "THE BLACK AND WHITE OF GOFOOD CO THE BLACK AND WHITE OF GOFOOD CO-BRANDING." Jurnal Entrepreneur dan Entrepreneurship 9, no. 2 (December 14, 2020): 13–24. http://dx.doi.org/10.37715/jee.v9i2.1451.

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Abstract This research aims to find out how the implementation of Gofood co-branding with its culinary partners, as well as to find out the pros and cons felt by partners since carrying out their co-branding with Gofood. This research is a qualitative research. The focus is on informants’ personal, not specific companies or agencies, understanding. The data collection technique used is in-depth interviews with source triangulation as a data validity technique. The results obtained show that Gofood's co-branding with restaurant partners falls into the same type of co-branding but with different levels of co-branding and value creation. The pros felt by the partners lies in increasing sales, brand awareness and coverage of the sales areas while the thing that is a contra is pricing. Keywords--- co-branding, third-party online food delivery, business owner experience, Gofood
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Washburn, Judith H., Brian D. Till, and Randi Priluck. "Co‐branding: brand equity and trial effects." Journal of Consumer Marketing 17, no. 7 (December 1, 2000): 591–604. http://dx.doi.org/10.1108/07363760010357796.

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Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the co‐branded product and the constituent brands that comprise it, both before and after product trial. It appears that co‐branding is a win/win strategy for both co‐branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may benefit most from co‐branding, high equity brands are not denigrated even when paired with a low equity partner. Further, positive product trial seems to enhance consumers’ evaluations of co‐branded products, particularly those with a low equity constituent brand. Co‐branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name.
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Kim, Woo Gon, Soojin Lee, and Hae Young Lee. "Co-Branding and Brand Loyalty." Journal of Quality Assurance in Hospitality & Tourism 8, no. 2 (November 28, 2007): 1–23. http://dx.doi.org/10.1300/j162v08n02_01.

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Cegarra, Jean-Jack, and Géraldine Michel. "Co-branding: clarification du concept." Recherche et Applications en Marketing (French Edition) 16, no. 4 (December 2001): 57–69. http://dx.doi.org/10.1177/076737010101600404.

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L'objectif de cet article est de clarifier et d'approfondir le concept de co-branding, et de proposer un cadre de réflexion face à ce type d'alliance de marques. Dans cette optique, la problématique générale du co-marquage est présentée. Puis, sur la base des travaux relatifs aux extensions de marques, et plus spécifiquement ceux fondés sur la théorie de la catégorisation et celle des représentations sociales, des éléments d'évaluation d'une stratégie de co-marquage sont proposés.
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Childs, Michelle, and Byoungho Ellie Jin. "Brand and retailer co-branding." Journal of Fashion Marketing and Management: An International Journal 24, no. 1 (March 13, 2020): 49–65. http://dx.doi.org/10.1108/jfmm-03-2019-0061.

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PurposeMany fashion brands employ growth strategies that involve strategically aligning with a retailer to offer exclusive co-brands that vary in duration and perceived fit. While growth and publicity are enticing, pursuing collaboration may change consumers' evaluation of the brand. Utilising commodity and categorisation theory, this research tests how a brand may successfully approach a co-brand with a retailer.Design/methodology/approachThree experimental studies manipulate and test the effect of co-brand duration (limited edition vs ongoing) (Study 1), the degree of brand-retailer fit (high vs low) (Study 2), and its combined effect (Study 3) on changes in consumers' brand evaluation.FindingsResults reveal that consumers' evaluations of brands become more favourable when: (1) brand-retailer co-brand make products available on a limited edition (vs ongoing) basis (Study 1), (2) consumers perceive a high (vs low) degree of brand-retailer fit (Study 2) and (3) both conditions are true (Study 3).Research limitations/implicationsIn light of commodity and categorisation theory, this study helps to understand the effectiveness of a brand-retailer co-branding strategy.Practical implicationsTo increase brand evaluations, brands should engage in a limited edition strategy, rather than ongoing when collaborating with retailers. It is also important to select an appropriately fitting retailer for a strategic partnership when creating a co-brand.Originality/valueWhile previous studies highlight the importance of perceived fit upon extension, perceived fit between brand and retailer co-brand had yet to be investigated. Additionally, this research investigates changes in brand evaluations to more accurately understand how co-branding strategies impact the brand.
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Dissertations / Theses on the topic "Co-branding"

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Mattei, Federico <1994&gt. "Co-Branding: a perspective of the co-branding strategies employed by Luxury Fashion Brands." Master's Degree Thesis, Università Ca' Foscari Venezia, 2021. http://hdl.handle.net/10579/18624.

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The adoption of co-branding has raised across different industries in the last decade. The highly competitive environment has favored the use of co-branding as repellent to threats emerging from a more and more complex market. For this reason, several companies are employing this strategy to target new consumers by increasing brand awareness as well as mitigating risks and reducing costs. The aim of this study is to understand what are the most important co-branding techniques used by Luxury Fashion brands, classifying the kind of partnerships involved and grasping how brands such as Louis Vuitton, Dior, and Versace deal with them in order to gain a significant benefit. Starting from a general overview of the literature about co-branding, the study will proceed with a focus on the whole Fashion industry explaining how co-branding has become a widespread reality for firms that operate in this sector, taking as example the most significant collaborations of recent years like the one that saw Louis Vuitton partnering up with the streetwear brand Supreme to produce an one-off collection and the one occurred between the Italian maison Versace and the fast-fashion retailer H&M. In addition, the study will offer a perspective on how consumers perceive the co-branded relationships in order to understand the critical aspects that must be taken into consideration to manage co- branding.
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Dahlin, Carl Johan, and Eleonor Andersson. "Co-­‐branding i modevärlden -­‐ En studie i hur co-­‐branding påverkar ett modeföretags brand equity." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17422.

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Syfte - Studien syftar till att undersöka hur ett modeföretags icke-finansiella(konsumentbaserade) brand equity påverkas av co-branding. Studien undersöker hur ettsamarbete mellan två modeföretag, så kallat intrabranschsamarbete, påverkar huvudvarumärketsicke-finansiella brand equity.Metod - Studien utgår från Aakers modell för att mäta brand equity. Metoden för studien harvarit att använda fokusgrupper för att undersöka konsumentattityder till co-branding. I studienanvändes ett verklighetsbaserat modesamarbete som diskussionsunderlag för fokusgrupperna,där ett fallföretag och dess samarbete med en annan modeaktör valdes ut. Totalt 12 styckenstudenter från Textilhögskolan i Borås deltog i studien, fördelat över två fokusgrupper.Fynd - Studien visar att ett modevarumärkes brand equity kan stärkas och påverkas positivt medhjälp av co-branding.Begränsningar - Uppsatsen är begränsad till ett samarbete genomfört av två textilföretag vilketgör resultaten främst applicerbara på samarbeten inom modebranschen. Fler genomförda studier,med ett större antal fokusgrupper och en bredare population, skulle kunna ökageneraliserbarheten.Originalitet - Studien undersöker konsumentattityder till co-branding inom modebranschen medhjälp av fokusgrupper. Resultatet ger empiriska indikationer på hur svenska studenter ser på cobrandinginom mode branschen och hur ett modeföretags brand equity påverkas av co-branding.
Program: Textilekonomutbildningen
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Burianek, Maximilian. "Co-Branding von Unternehmen mit Stararchitekten." St. Gallen, 2007. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/05609813001/$FILE/05609813001.pdf.

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Klein, Janina. "Co-Branding als Strategieoption der Markenpolitik." [S.l. : s.n.], 2005. http://www.bsz-bw.de/cgi-bin/xvms.cgi?SWB12168094.

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Huber, Jan-Alexander. "Co-Branding als Strategieoption der Markenpolitik : Kaufverhalten bei Co-Branding-Produkten und negative Rückwirkungseffekte auf die Muttermarken /." Wiesbaden : Dt. Univ.-Verl, 2005. http://swbplus.bsz-bw.de/bsz116173173inh.htm.

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Zugl.: Fribourg, Univ., Diss., 2004 u.d.T.: Huber, Jan-Alexander: Eine Analyse des Kaufverhaltens bei Co-Brand-Produkten und der durch Co-Brand-Produkte induzierten Rückwirkungseffekte auf die konstituierenden Marken.
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Cordeiro, Rafaela Almeida. "Avaliação de produtos em aliança co-branding." Associação Escola Superior de Propaganda e Marketing, 2013. http://tede2.espm.br/handle/tede/57.

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Made available in DSpace on 2016-10-13T14:10:07Z (GMT). No. of bitstreams: 1 Rafaela Almeida Cordeiro.pdf: 2299174 bytes, checksum: 562a2ecb7d21f38f12cdd150da91fbcf (MD5) Previous issue date: 2013-12-18
The co-branding strategy consists of an alliance between two brands for the development of a product that is labeled and identified simultaneously by both, in order to reinforce competitiveness and to offer more value for customers through brand associations. This study aims to identify whether consumers evaluate co-branded products differently depending on the brand s knowledge level, and if the evaluation varies among consumers from both higher and lower socioeconomic strata. The product s evaluation process can be understood from the perspective of the anchoring theory, which is the adoption of a framework that guides individual s choice. Previous studies investigated how consumers accumulate knowledge about brands and apply this information to evaluate the co-branded products. Results indicated that in a co-branding alliance a constituent stimulus (brand) should serve as an anchor and can affect the evaluation of the product as a whole. In this study, differently from previous work, the evaluated product (a laptop) is the result of a co-branding strategy with an ingredient brand (Intel) one that acts as a modifier of the host brand and adds value to it. To investigate these questions, three experiments were carried out with 865 undergraduate students from different higher education institutions located in São Paulo. The experimental projects were of within and between-subject designs, and the data collected were analyzed using t-tests for comparison of means and general linear models (GLM). The dependent variable was the product evaluation and the independent variables were brand (low and high brand awareness), co-branding (presence and absence) and socioeconomic strata (lower and higher). The laptops of both well-known brands and less-known brands were better evaluated when the co-branding alliance was present. No evidence was found to support the assumption that the difference in evaluation between products with and without co-branding is higher among respondents from lower socioeconomic stratum, compared to respondents of higher socioeconomic stratum. This study contributes to cover a gap in the literature on anchoring because it addresses non-numerical scenarios and compares the behaviors of consumers from different social classes. It was found that the theory of anchoring seems to be insufficient to explain the difference in the evaluation of a product when the co-branding strategy is adopted. Finally, opportunities for further research on the co-branding topic are proposed.
A estratégia de co-branding consiste na aliança entre duas marcas para desenvolver um produto, que é rotulado e identificado simultaneamente por ambas, com o fim de fortalecer a competitividade e oferecer mais valor aos clientes por meio das associações de marca. Este trabalho tem como objetivo identificar se a avaliação do produto em situação de co-branding é diferente quando a aliança é formada por marcas muito e pouco conhecidas, e se há diferença entre a avaliação de consumidores de estrato socioeconômico superior e inferior. Esse processo de avaliação do produto pode ser entendido sob a ótica da ancoragem, que consiste na adoção de um referencial que direciona a escolha dos indivíduos. Em estudos anteriores, verificou-se que consumidores acumulam conhecimento das marcas e utilizam essas informações na avaliação de produtos co-branded; os resultados indicam que, numa aliança de co-branding, um estímulo constituinte (marca) deve servir como âncora e pode afetar a avaliação do produto como um todo. Nesta dissertação, diferente dos trabalhos que serviram como base teórica, o produto avaliado (notebook) é resultado de uma co-branding com marca ingrediente (Intel) aquela que age como modificadora da marca de acolhimento e adiciona valor a ela. Para investigar tais questões, foram realizados três experimentos com 865 estudantes de graduação de diferentes instituições de ensino superior de São Paulo. Os projetos experimentais foram do tipo between e within-subject, e as análises foram conduzidas por meio de testes t de comparação de médias e de modelos lineares gerais (GLM). A variável dependente foi avaliação do produto e as variáveis independentes foram marca (muito e pouco conhecida), co-branding (presença e ausência) e estrato socioeconômico (superior e inferior). Verificou-se que notebooks, tanto de marcas muito conhecidas quanto de marcas menos conhecidas, são mais bem avaliados quando estão em aliança de co-branding. Não foram encontradas evidências para sustentar a ideia de que a diferença na avaliação obtida entre os produtos com e sem co-branding seja maior entre os respondentes de classe socioeconômica inferior, na comparação com respondentes de classe socioeconômica superior. Este estudo contribui para preencher uma lacuna na literatura em ancoragem, uma vez que aborda cenários não numéricos e compara os comportamentos de consumidores de diferentes classes sociais. Identificou-se que a teoria da ancoragem parece ser insuficiente para explicar as diferenças na avaliação de produtos com e sem co-branding. Por fim, são propostas oportunidades de novas pesquisas sobre o tema co-branding.
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Kull, Alexander J. "Branding Implications of Co-Created Social Responsibility." Scholar Commons, 2016. http://scholarcommons.usf.edu/etd/6288.

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One of the most profound transformations of the marketing discipline in recent history has been driven by the democratization of power relations and value creation between brands and consumers. This dissertation explores the branding implications of this fundamental shift by investigating whether and how the type and degree of control shared by brands affect consumer empowerment perceptions and, in turn, consumer–brand relationships, as well as whether and how these effects might be moderated by the size and diversity of the choice set and by the image valence of the brand that shares control with consumers. The present research examines such questions in a prosocial context by studying an emerging form of co-created social responsibility, cause-related marketing (CM) with choice, in which the consumer, not the brand, chooses the charitable cause to which the brand will donate in response to the consumer’s purchase. By integrating research on power, choice, and brand relationships, this dissertation proposes a conceptual framework that predicts whether, when, and why giving consumers control over a brand’s meaningful decision (operationalized as CM with choice) strengthens consumer–brand relationships. Six experiments test this framework. The dissertation shows that letting consumers choose a brand’s donation recipient strengthens consumer–brand relationships by increasing consumer empowerment and engagement. This serial mediation through empowerment and engagement is replicated across all studies. The main effect can be bolstered by providing consumers either unrestricted choice (i.e., choose any cause from memory) rather than restricted choice (i.e., select from a list of predetermined cause options; Studies 1–4) or a combination of both choice modes (Study 4), but not by expanding the size of the set of cause options (Study 2) or increasing the similarity or dissimilarity of the options (Studies 3a and 3b). Finally, Study 5 reveals that introducing a conventional CM campaign improves brand outcomes (attachment, attitudes, and purchase intentions) regardless of brand image (negative, neutral, or positive) and that adding consumer cause choice to the campaign benefits brands as much as (or more than) introducing the campaign itself does, though only when brand image is neutral or positive. When brand image is negative, adding consumer cause choice fails to improve brand outcomes and can even backfire—a boundary condition similar to the boomerang effect that arises from psychological reactance because consumers prefer to keep their distance. A central implication of this dissertation is that when a brand allows consumers to co-create its charitable giving campaign, neither the choice set’s size or diversity nor consumers’ involvement or satisfaction with the chosen cause brings consumers closer to the brand; instead, what brings them closer to the brand is their increased sense of empowerment, which in turn enhances their engagement with the brand that shares its control. An equally important implication results from the observed boomerang effect, which should serve as a warning for any managers who risk falling into the trap of adopting a standard, one-size-fits-all view of prosocial co-creation as a tool to repair an otherwise defective brand reputation. A strategy that encourages consumers to serve as brand agents by co-creating the brand’s meaning requires caution on the brand’s part. As in interpersonal relationships, the general desire to spend time together must first be at least somewhat mutual before any shared experience—no matter how positive—can make the bond grow stronger.
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Choi, Yong Chul. "Asian multinational Companies’ Co-Branding as Brand Strategies." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2662.

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Asian companies have turned to be multinationals. Many factors could be the reasons of this phenomenon, these days, cooperation strategies, especially, co-branding is an issue. Therefore, this study pursues to study which contexts Asian companies face and how Asian firms use co-branding. This study will study three cases: LG-PRADA, Sony-Ericsson, and Lenovo-IBM of co-branding. This research will analyze each case company’s portfolio with regional matrix and study how company use co-branding with co-branding typology. After reading this paper, readers can have an integrative view over Asian companies’ contexts and its co-branding strategy as its growth strategies.

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Kiesow, Pamela Bühl Verena. "Co-Branding Ziele, Chancen und Nutzen von Markenallianzen." Saarbrücken VDM, Müller, 2004. http://deposit.ddb.de/cgi-bin/dokserv?id=2778556&prov=M&dok_var=1&dok_ext=htm.

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Kiesow, Pamela. "Co-Branding : Ziele, Chancen und Nutzen von Markenallianzen /." Saarbrücken : VDM Verl, 2006. http://deposit.ddb.de/cgi-bin/dokserv?id=2778556&prov=M&dok_var=1&dok_ext=htm.

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Books on the topic "Co-branding"

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Blackett, Tom, and Bob Boad, eds. Co-Branding. London: Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673.

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Huber, Jan-Alexander. Co-Branding als Strategieoption der Markenpolitik. Wiesbaden: Deutscher Universitätsverlag, 2005. http://dx.doi.org/10.1007/978-3-663-09493-7.

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Tom, Blackett, Boad Bob, and Interbrand (Firm), eds. Co-branding: The science of alliance. Houndmills, Basingstoke, Hampshire: Macmillan Business, 1999.

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Tom, Blackett, Boad Bob, and Interbrand (Firm), eds. Co-branding: The science of alliance. New York: St. Martin's Press, 1999.

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O'Reilly, Catherine. Branding hotels in Ireland: A case to identify a new marketing co-operative for 3 [star] hotels. Dublin: University College Dublin, 1995.

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The co-marketing solution: Strategic marketing through better branding, improved trade relationships, superior promotions, effective fact-based selling, accurate ROI analyses of trade spending. Lincolnwood (Chicago), Ill: NTC Business Books, 2000.

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Zhong wei fa zhan zhong xin, ed. Xiao guo da pin pai: Cong wei tuo dai gong dao zi chuang pin pai de jing he zhuan shen = Branding through dynamic co-opetition. Taibei Shi: Cai tuan fa ren Zhong wei fa zhan zhong xin, 2017.

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Stuelpnagel, Johanna Von. The relation between postmodern identity and consupmtion patterns and their influence on the emotional branding process with special reference to Levi Strass & Co. and Diesel Ltd. brands. London: Chelsea College of Art and Design, 2003.

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Ind, Nicholas. Brand together: How co-creation generates innovation and re-energizes brands. Philadelphia, PA: Kogan Page, 2012.

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Senate, United States Congress. A bill to amend title XVIII of the Social Security Act to require prompt payment to pharmacies under part D, to restrict pharmacy co-branding on prescription drug cards issued under such part, and to provide guidelines for Medication Therapy Management Services programs offered by prescription drug plans and MA-PD plans under such part. Washington, D.C: U.S. G.P.O., 2007.

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Book chapters on the topic "Co-branding"

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Gaiser, Brigitte, and Sonja Trittler. "Co-Branding." In Praxisorientierte Markenführung, 443–62. Wiesbaden: Gabler Verlag, 2005. http://dx.doi.org/10.1007/978-3-663-07856-2_23.

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Baumgarth, Carsten. "Co-Branding." In Handbuch Markenführung, 235–59. Wiesbaden: Gabler Verlag, 2004. http://dx.doi.org/10.1007/978-3-663-01557-4_10.

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Smit, Marc. "Ingredient Branding." In Co-Branding, 66–83. London: Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_5.

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Blackett, Tom, and Nick Russell. "What is Co-Branding?" In Co-Branding, 1–21. London: Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_1.

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Boad, Bob. "Co-Branding Opportunities and Benefits." In Co-Branding, 22–37. London: Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_2.

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Boad, Bob. "The Risks and Pitfalls of Co-Branding." In Co-Branding, 38–46. London: Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_3.

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Linnell, Mark. "Co-Branding — a Retailer’s Opportunity." In Co-Branding, 47–65. London: Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_4.

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Boad, Bob. "Legal Aspects of Co-Branding and Trademark Licensing." In Co-Branding, 84–96. London: Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_6.

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Lindemann, Jan. "Creating Economic Value Through Co-Branding." In Co-Branding, 97–112. London: Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_7.

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Blackett, Tom, Bob Boad, Paul Cowper, and Shailendra Kumar. "The Future of Co-Branding." In Co-Branding, 113–23. London: Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1057/9780230599673_8.

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Conference papers on the topic "Co-branding"

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Yang, Jingyue. "Celebrity Endorsement and Co-branding." In 2022 International Conference on Comprehensive Art and Cultural Communication (CACC 2022). Paris, France: Atlantis Press, 2022. http://dx.doi.org/10.2991/assehr.k.220502.059.

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A., Melnyk, and Shatska Z. "CO-BRANDING OF BUSINESS STRUCTURES IN TOURISM." In TOURISM OF THE XXI CENTURY: GLOBAL CHALLENGES AND CIVILIZATION VALUES. Київський національний торговельно-економічний університет, 2020. http://dx.doi.org/10.31617/k.knute.2020-06-01.33.

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Jia, Wenxi, and Huining Ran. "The Analysis of Brand Co-branding Strategy." In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.211209.254.

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Khmelkova, Natalya, Alexander Agenosov, Anastasia Rudanina, and Maria Vekhova. "Co-Branding as Assemblage: Assemblage Theory, and Brand Alliances in the Digital Era." In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-64.

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The article outlines the contours of a new methodology in the study of co-branding, based on M. DeLanda’s theory of assemblages, developed in line with the cutting edge of modern philosophical thought: object-oriented ontology. It is demonstrated that the relevance of its development is linked to the changes in brand alliance practices occurring under the influence of globalisation and digitalisation processes. Transformations characteristic to merging brands, and related to both their rise in number and diversification were proven to be part of a more global tendency towards the complication of social reality, and cannot be explained within the ‘perceived conformity’ paradigm that dominates co-branding. The author’s approach is conceptualised using comparative and discursive analysis methods, the essence of which lies in deconstructing the established notions of brand alliances as internally consistent alliances with an intelligible logic. Real co-branding cases were provided to demonstrate a tendency towards forming alliances evaluated as ‘irrational’, ‘sudden’, and ‘unpredictable’. To bridge the gap between theory and practice, it has been suggested that co-branding should be seen as an assembly process and that alliances themselves should be seen as systems of an assemblage nature. It is stressed that the representation of brands through the lens of the assemblage theory allows us to demonstrate their heterogeneity, plasticity and openness to change and interactions, which contributes to the formation of brand alliances. The conclusion outlines the prospects of applying the author’s approach to the field of co-branding, highlighting that the proposed optics of the theory of assemblage contribute to achieving the necessary flexibility in forming brand alliances relevant to the complexity and diversity of the modern digital era.
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Margazova, Nadezhda V. "Engaging users in branding: from ignorance to co-creation." In 4th International Transdisciplinary Scientific and Practical WEB-Conference "Connect-Universum – 2018". Tomsk State University, 2019. http://dx.doi.org/10.17223/9785946218597/24.

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CHANG, WEI-LUN, and KUAN-CHI CHANG. "A TAXONOMY MODEL FOR A STRATEGIC CO-BRANDING POSITION." In Proceedings of the 2008 International Conference. WORLD SCIENTIFIC, 2008. http://dx.doi.org/10.1142/9789812837578_0030.

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Selvam, Rejina M., and Catarina Lelis. "TOWARDS CO-CREATION:EXPLORING PROSPECTS OF EMPLOYEE BRAND KNOWLEDGE IN INTERNAL BRANDING." In 52nd International Academic Conference, Barcelona. International Institute of Social and Economic Sciences, 2019. http://dx.doi.org/10.20472/iac.2019.052.058.

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Wang, Yan, and Kun Wang. "Research on Co-branding Market Competition Strategy Based on Consumer's Evaluation." In Proceedings of the 4th International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/iccessh-19.2019.330.

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Chang, Wei-Lun. "Using Multi-attribute Utility Theory to Rank and Select Co-branding Partners." In 2008 Eighth International Conference on Intelligent Systems Design and Applications (ISDA). IEEE, 2008. http://dx.doi.org/10.1109/isda.2008.220.

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Dong, Qinqin. "Research on the Co-Branding Strategy of Sports Event and Host City." In 2011 International Conference on Management and Service Science (MASS 2011). IEEE, 2011. http://dx.doi.org/10.1109/icmss.2011.5998948.

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Reports on the topic "Co-branding"

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Collins, LaShaun M., and Jin Su. Status Consumption in the Context of Co-branding. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1758.

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Vaskivskyj, Yurij. Branding in journalism: prospects for operation. Ivan Franko National University of Lviv, February 2022. http://dx.doi.org/10.30970/vjo.2022.51.11395.

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The article analyzes the branding process in the context of the development of individual units of journalism. After all, in the current conditions of competition in the Ukrainian information space, it is important to apply and master new technologies for the development and promotion of media resources in the media market. The history of branding is presented and it is noted that branding is the key to the success of each media brand in using the necessary tools and technologies, which involves the branding process. It is necessary to know and understand not only the basic laws of branding, but also its possibilities as the main tool of Internet marketing and offline or digital marketing. It is emphasized that the personal brand should be considered as a tool that builds a reputation and a positive image in the information space, as well as allows you to get a variety of resources only using professional skills and knowledge. It is important not only to form your own audience, but also to meet its needs. The GORDON online publication is analyzed, because this media resource is a consequence of the influence of personal brand on the audience and rapid development in the context of promoting a particular media resource, and the main ideologue and co-founder of this publication is an example of how personal brand can affect audiences. and promote the development of a specific business project. It is noted that the reputation of Dmitry Gordon and his odious figure became the basis for the success of this online publication, and attitudes toward him may be different and often ambiguous, but his person is known to everyone in the post-Soviet space. Modern information space needs scandalous and odious personalities, because they are able to arrange a show, give people emotions. The author points out that branding is an extremely promising technology not only in the context of promoting and promoting a particular media resource or personal brand, but also promotes the comprehensive development of journalists as public opinion experts and potential speakers at international conferences not only in journalism, but also internet marketing.
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