Essays about: "co-branding strategy"

Showing result 1 - 5 of 15 essays containing the words co-branding strategy.

1. 1. Collaborative Couture: Decoding Relative Pricing Strategies and its Impact on Brand Equity

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lucas Holmqvist Adolfsson; Gustaf Johnsson Wallin; Erik Bergtoft; [2023]
   Keywords : Co-Branding; Brand Equity; Brand Awareness; Brand Loyalty; Brand Associations; Perceived Quality; Relative Pricing; Luxury Fashion; Case Study; H M; Balmain; Adidas; Gucci; Fendi; Versace; Business and Economics;

   Abstract : Purpose: This paper aims to analyze the relative pricing of co-branding collaborations in the fashion industry to gain a deeper understanding of the effects on their respective brand equity. Design/method: This paper adopts a qualitative approach involving case studies on several co-branding collaborations in the fashion industry (H&M x Balmain, Adidas x Gucci, Fendi x Versace). READ MORE

3. 2. Industry Maturity’s Influence on the Viability of Innovation- and Imitation-oriented Strategies - Assessing how elements of industry life cycles influence the viability of innovation and imitation-oriented strategies and its impact on industry development pace - A Qualitative Cross-sectional Study on the Cultured Meat Industry

   University essay from Göteborgs universitet/Graduate School

   Author : Ali Kouaiber; Joakim Langhelle; [2022-08-18]
   Keywords : Innovation strategies; Innovation-oriented; imitation-oriented; first-mover advantages; first-mover disadvantages; industry life cycles; industry transformation; path dependence; cultured meat industry;

   Abstract : There is extensive literature on the topic of first-mover advantages, not only with regards to whether such advantages exist or not, but also with regards to their sources. However, there is a scarce amount of research devoted to understanding how such advantages are affected by the maturity of the industry, specifically in emerging industries. READ MORE

4. 3. Research on Chinese Millennial Consumers’ Perception of Co-branded Fashion Collections

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Huashuai Yang; Yusi Zhang; Zijie Zhou; [2020]
   Keywords : Co-branding; Fashion Industry; Chinese Millennial Consumers;

   Abstract : Background: In fashion market, with the emergence of new brands and changing customer preference in style, competition is fierce nowadays. Brand is an intangible asset that fashion brands build and leverage to secure market position and customer loyalty, which leads to a competitive advantage. READ MORE

5. 4. An empirical study of the co-branding partner selection strategy : A perception from the negative perspective combing with consumer psychology

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Tongda Lu; Jiawen Ji; Jingming Zhang; [2020]
   Keywords : Co-branding; cross-branding; brand identity; consumer psychology.;

   Abstract : In recent years, the fashion industry has set off a trend of co-branding, and co-branding has become a unique marketing strategy for major brands to obtain benefits. However, there are potential risks when brands are selecting joint partners. READ MORE

6. 5. Making the invisible visible: a study on ingredient branding in the automotive industry : An experimental study in the automotive industry

   University essay from Högskolan Kristianstad/Fakulteten för ekonomi

   Author : Sara Elamir; Davide Licheri; [2020]
   Keywords : Co-branding; Ingredient branding; Perceived quality; Brand loyalty; brand image Automotive industry;

   Abstract : In a competitive environment, ensuring to provide high quality can be considered as one of the key objectives of the organizations. For guaranteeing that, the firms should communicate efficiently regarding quality, in order to influence the consumers´ perception towards quality. READ MORE