Bahnan, NisreenOkoro, Jeremiah2024-11-082024-11-082024-05-01http://hdl.handle.net/20.500.13013/3405Brand 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.ThesisBrandingConsumer perceptionPromotionFitStore-in-store agreement