브랜드파워,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례
- 최초 등록일
- 2012.05.03
- 최종 저작일
- 2012.04
- 35페이지/ MS 파워포인트
- 가격 3,000원
소개글
Effects of joint branding on consumer perceptions of brand attributesUnexpectedly, several of the partner brands did not have a significant effect on the majority of target brands perception scores for specific attributes.They had no significant effectCoca-Cola is Known as a ‘traditional brand.Coca-ColaHallMarkHall Mark brand can be characterized by trust.partnershipPurposeIntroductionMethodologyResultsDiscussionSummary of key findingsImplicationpartnership concepts on consumer perceptions of brand attributesSponsorship-musicPartner Brand Attribute Increased
목차
Members
Purpose
Introduction
Methodology
Results
Discussion
Summary of key findings
Implications
본문내용
Introduction
When joint branding occurs?
- Two brands enter an agreement to market some product or service in tandem.
Why brands enter into alliances with other brands?
- An opportunity for one brand to build equity by leveraging characteristics or attributes of other, partner brand
Three main research questions
What effects do brand alliances have on brand equity?
How do these effects depend on the type of brands involved? On the type of partnership?
What are the effects of complementarities? How about commonalities?
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