A Taxonomy Model for a Strategic Co-Branding Position

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Title:	A Taxonomy Model for a Strategic Co-Branding Position
Authors:	Chang, Wei-lun
Contributors:	淡江大學企業管理學系
Date:	2010-09
Issue Date:	2011-08-24 16:07:56 (UTC+8)
Publisher:	American Academy of Business, Cambridge
Abstract:	In the competitive and shifting business environment, creating non-replaceable value and strengthening core competences are critical. M&A is the best strategy for survival because of one rule: the big ones get bigger. This study investigates the effects of co-branding strategies and strategic alliances in order to propose a co-branding taxonomy. It analyzes co-branding from four dimensions and two perspectives: The perspectives are the management and brand perspectives, and the dimensions are goals, reasons for M&A, brand image, market segmentation, financial reports, and reasons for successful/failure. Hence, this research furnishes a roadmap and guideline for future co-branding strategies and provides clues for managers in decision-making related to brand alliances
Relation:	The Journal of American Academy of Business, Cambridge(JAABC) 16(1), pp.165-170
Appears in Collections:	[Graduate Institute & Department of Business Administration] Journal Article

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