20.500.12556/DKUM-43294 CO-BRANDING KOT STRATEGIJA MEDNARODNEGA STRATEŠKEGA ZAVEZNIŠTVA CO-BRANDING AS A STRATEGY OF INTERNATIONAL STRATEGIC ALLIANCE Co-branding je po navadi kratkoročna do srednjeročna partnerska pogodba o partnerstvu na področju menedžmenta blagovnih znamk. Formira se, ko se iz finančnih razlogov ne splača ustanoviti novo podjetje, v obliki joint venture, ali novo blagovno znamko. Co-branding je vse bolj popularna strategija, ki jo tržniki uporabljajo z namenom prenosa pozitivnih asociacij partnerskih blagovnih znamk na novo oblikovani co-brandiran izdelek ali storitev. Empirične raziskave zavezništev blagovnih znamk kažejo, da potrošniki ovrednotijo neznano blagovno znamko boljše, če je v zavezništvu z zelo znano ali močno blagovno znamko. Čeprav so strategije co-brandinga učinkovite, so rezultati povezovanja odvisni od partnerjev. Ta soodvisnost je opisana v poglavju o spill-over učinkih co-brandinga. S uporabo partnerskega povezovanja blagovnih znamk na podlagi zelo znanih sestavin (ingredient co-branding), lahko podjetje utrdi svojo tržno pozicijo. To je tudi najpogostejša uporaba opisane strategije. Zabeležen je porast uporabe co-brandinga kot strategije, strategija pa je pridobila na pomenu med vsemi strategijami blagovnih znamk. To magistrsko delo ponuja usmeritve in vpogled za vse tiste, ki v co-brandingu vidijo potencialne prednosti in finančne koristi. When two marketers have a new idea but believe that it is too expensive or not profitable enough for them to launch a new brand or enter into a joint venture, they usually resort to co-branding. Nowadays, co-branding is becoming more and more popular medium to long-term duration method of business as it conveys positive associations of already established brands into a new one. Empirical studies on brand alliance suggest that when exposed to a brand alliance, consumers will evaluate an unknown brand higher when they are associated with established or high equity brand partners. We can conclude that although co-branding strategies are effective, the effects may differ depending on the partners. That interdependence is described in the section about spill-over effects of co-branding. Co-branding can improve competitive position by use of branded ingredients (ingredient co-branding) and that is the most common use of described strategy. Co-branding alliances are getting more extensive, the strategy became a greater part of the overall brand strategy. This master thesis provides direction and insight to those who see potential advantage and financial gain through the use of co-branding. blagovna znamka co-branding spill-over učinki SWOT analiza izbira partnerja za sodelovanje MAUT teorija vrednost blagovne znamke brand name co-branding spill-over effects SWOT analysis partner selection MAUT theory brand equity true true false [A. Ikanović] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2013-12-18 22:32:24 2014-03-07 14:27:07 2022-05-09 03:06:47 2021-04-28 03:08:34 2014 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.5 11654428 URN:SI:UM:DK:ERG8FEXT MAG_Ikanovic_Azra_2013.pdf MAG_Ikanovic_Azra_2013.pdf 1 D79036FDFF3591AA3042F2CA6B2236D9 45ab7666db39b212ba6ab91a5d6e7629ebb58d0f8ab94c001a83c10eba826b0e 9a5c65bf-7c0a-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=61189 Ekonomsko-poslovna fakulteta 0 0 0