Loading...
Consumer Perception Focus on Brand Alliance
Okoro, Jeremiah Okoro, Jeremiah
Okoro, Jeremiah
Okoro, Jeremiah
Citations
Altmetric:
Abstract
Brand alliance is a marketing strategy where two brands collaborate. Brand alliances are fascinating, but the outcomes are difficult to predict. Studying why brands decide to join a brand alliance and what successful brand alliances have traditionally looked like can help identify profitable opportunities. Consumer reactions to brand alliances are also an important aspect of this relationship. Consumer feedback can be gathered instantly through social media analysis. Brand alliances are an increasingly common phenomena, as companies realize that these partnerships will cost fewer resources and can generate more revenue. This paper investigates the concept of brand alliance, specifically why brand alliances form and what aspects of brand alliance make the strategy successful. The focus will be on two kinds of brand alliances: ingredient branding and co-location.
Title
Consumer Perception Focus on Brand Alliance
Date
2024-05-01
Subject
Branding
Consumer perception
Promotion
Fit
Store-in-store agreement
Consumer perception
Promotion
Fit
Store-in-store agreement
Material type
Files
Loading...
okorojeremiah.pdf
Adobe PDF, 1.24 MB
Abstract
Brand alliance is a marketing strategy where two brands collaborate. Brand alliances are fascinating, but the outcomes are difficult to predict. Studying why brands decide to join a brand alliance and what successful brand alliances have traditionally looked like can help identify profitable opportunities. Consumer reactions to brand alliances are also an important aspect of this relationship. Consumer feedback can be gathered instantly through social media analysis. Brand alliances are an increasingly common phenomena, as companies realize that these partnerships will cost fewer resources and can generate more revenue. This paper investigates the concept of brand alliance, specifically why brand alliances form and what aspects of brand alliance make the strategy successful. The focus will be on two kinds of brand alliances: ingredient branding and co-location.
Duration
Location
Advisor
Sponsor
Course
Department
Marketing and Decision Sciences
Degree
Bachelor of Science in Business Administration (BSBA)