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A Taxonomy Model For A Strategic Co-Branding Position

In: Knowledge Management Competencies and Professionalism

Author

Listed:
  • WEI-LUN CHANG

    (Department of Business Administration, Tamkang University, NO. 151, Ying-chuan Rd., Tamsui, Tipei county, Taiwan)

  • KUAN-CHI CHANG

    (Tamkang University, NO. 151, Ying-chuan Rd., Tamsui, Tipei county, Taiwan)

Abstract

In the competitive and shifting business environment, creating non-replaceable value and strengthening core competences are critical. M&A is the best strategy for survival because of one rule: the big ones get bigger. This study investigates the effects of co-branding strategies and strategic alliances in order to propose a co-branding taxonomy. It analyzes co-branding from four dimensions and two perspectives: The perspectives are the management and brand perspectives, and the dimensions are goals, reasons for M&A, brand image, market segmentation, financial reports, and reasons for successful/failure. Hence, this research furnishes a roadmap and guideline for future co-branding strategies and provides clues for managers in decision-making related to brand alliances.

Suggested Citation

  • Wei-Lun Chang & Kuan-Chi Chang, 2008. "A Taxonomy Model For A Strategic Co-Branding Position," World Scientific Book Chapters, in: Suliman Hawamdeh & Kimberly Stauss & Franz Barachini (ed.), Knowledge Management Competencies and Professionalism, chapter 30, pages 355-366, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789812837578_0030
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