Branding Bari 2010 Cleopatra Veloutsou 1
Branding Bari 2010 Cleopatra Veloutsou 1
Branding Bari 2010 Cleopatra Veloutsou 1
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<strong>Branding</strong> <strong>Bari</strong> <strong>2010</strong><br />
<strong>Cleopatra</strong> <strong>Veloutsou</strong><br />
Dr. C. <strong>Veloutsou</strong><br />
Dr. C. <strong>Veloutsou</strong><br />
Dr. C. <strong>Veloutsou</strong><br />
Brand Alliances may…<br />
Improve the image of the focal of primary brand<br />
Have more effect on less familiar brands trigging<br />
the transfer of consumer affect from a high-quality<br />
to a low quality brand<br />
Positively influence quality perceptions of<br />
unobservable product attributes of a partner brand<br />
Enhance the attitudes towards the partner brands<br />
of the alliance<br />
Delgado-Ballester E., 2008, “Building online brands through brand alliances in internet”, European Journal of Marketing, Vol. 42,<br />
No. 9/10, pp. 954 - 976<br />
Co-<strong>Branding</strong> and Ingredient<br />
<strong>Branding</strong><br />
Two or more brands enter into a partnership that<br />
potentially serves to enhance both brands’ equity<br />
and profitability<br />
An important requirement for successful cobranding<br />
: “logical fit between the two brands…”<br />
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