Brand Alliances New Model of Networking

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Brand strategy, New models of networking
Edited by P S Gopalakrishnan

Analysis of the book, proposition of a model and application to a concrete case

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Brand Alliances New Model of Networking

  1. 1. Juin 2009 Specialized Master Marketing, Management&Communication Brand strategy New models of networking Edited by P S Gopalakrishnan Charlotte Puisais Tutor : Christophe Benaroya
  2. 2. Specialized Master Marketing, Management&Communication I. Analysis of the book II. Proposition of a model III. Application to a concrete case Charlotte Puisais Tutor : Christophe Benaroya
  3. 3. Specialized Master Marketing, Management&Communication I. Analysis of the book An academic review on what are brand alliances in contemporary business “Brand Alliances are the outcome of the understanding among firms to join hands for promoting their brands together or for bringing out a totally new product into the marketplace” * Writing by several marketing professors and experts P S Gopalakrishnan, Julio Cerviño, José Maria Cubillo-Pinilla, Ignacio Cruz-Roche, David James, Paul F Nunes, Stephen F Dull, Patrick D Lynch, Mriam Claire Beezy, Lisanne Bouten, Erik Jan Hultink, Cees de Bont, Nicole van Leeuwen, Swati Soni, Makarand Upadhyaya, Serge Dive, Marie-Hélène Abbo, P. Venkatesh, D. Gavatri, Sethuraman P R, Stanley V Thomas Division in 2 parts * PS Gopalakrishnan, Brand alliances, New model of networking, p. I Charlotte Puisais Tutor : Christophe Benaroya
  4. 4. Specialized Master Marketing, Management&Communication → 1st section: theory chapters 1 to 9 - Overview based on literature, studies and brief concrete examples - Very concepts of what are brand alliances → 2nd section: experiences and applications chapters 10 to 14 Sony’s Ericsson ; Yum! Brands ; ING Group&Vysia Bank Charlotte Puisais Tutor : Christophe Benaroya
  5. 5. Specialized Master Marketing, Management&Communication No single definitions on what is a brand alliance or co- branding in marketing literature Several types of brand alliances: Basic brand alliance or « co-master brands » Co-branding Brand licences Charlotte Puisais Tutor : Christophe Benaroya
  6. 6. Specialized Master Marketing, Management&Communication Aims of a brand alliance: - attract new customers in quick and cost-effective way - capture new market through resources’ joining - having a greater impact on consumer mind - way of rejuvenating a brand. Charlotte Puisais Tutor : Christophe Benaroya
  7. 7. Specialized Master Marketing, Management&Communication Advantage of a brand alliance: differenciation complement innovation credibility quality rejuvenation reliability exclusivity Charlotte Puisais Tutor : Christophe Benaroya
  8. 8. Specialized Master Marketing, Management&Communication succeed: Keys to succeed: Synergy between brands Know the specificities of the other brand How the product can be integrated in our portfolio ? Long term strategy => Consider the legal aspects Charlotte Puisais Tutor : Christophe Benaroya
  9. 9. Specialized Master Marketing, Management&Communication Disadvantages of a brand alliance: dilution of the brand negative impact of both brands deficience of one brand legal aspects Charlotte Puisais Tutor : Christophe Benaroya
  10. 10. Specialized Master Marketing, Management&Communication II. Proposition of a model Charlotte Puisais Tutor : Christophe Benaroya
  11. 11. Specialized Master Marketing, Management&Communication conception of a grid application of this grid to concrete examples given into the 2nd section of the book , in order to validate the model Charlotte Puisais Tutor : Christophe Benaroya
  12. 12. Specialized Master Marketing, Management&Communication TYPES OF BRAND ALLIANCES Co-Master brands / Co-branding** Brand licenses basic brand alliances* Brand Brand 1 Brand 2 … Launching*** Form of brand alliances Product – product alliance ? Brand – brand alliance ? Strenghts Brand 1 Brand 2 … Attributes of the brand Brand 1 Brand 2 … Agreement joint promotion ? research and development ventures ? technology transfer ? direct investment ? Physical production creation of a new product ? product integration ? commune promotion ? Duration and purpose long term short term Aims Legal agreements Advantages Specifics considerations before the alliance Disadvantages Values developed by the alliance * = sponsorship or endorsements or special promotion or advertising ** = ingredient branding or product integration or reach and awareness co-branding or value- endorsement co-branding or complementary competence co-branding or service warranty co- branding or unorthodox co-branding *** = Who launch the alliance ? When ? Context of the launching ? Charlotte Puisais Tutor : Christophe Benaroya
  13. 13. Specialized Master Marketing, Management&Communication III. Application to a concrete case Brand alliance between a brand and an artist Charlotte Puisais Tutor : Christophe Benaroya
  14. 14. Specialized Master Marketing, Management&Communication What is a brand ? « A brand is a name, a term, a sign, a symbol, a drawing, a design or all types of combination which allows to identify a product and to differentiate it versus its competitors » Philip KOTLER Charlotte Puisais Tutor : Christophe Benaroya
  15. 15. Specialized Master Marketing, Management&Communication Basic brand alliances LVMH & cultural events Charlotte Puisais Tutor : Christophe Benaroya
  16. 16. Specialized Master Marketing, Management&Communication Co-branding + Takashi Murakami & Louis Vuitton Charlotte Puisais Tutor : Christophe Benaroya
  17. 17. Specialized Master Marketing, Management&Communication Licences + Ben Vautier & Quo Vadis Charlotte Puisais Tutor : Christophe Benaroya

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