The objective of this study is to investigate the outcomes of co-branding strategy in the assessment of the brand managers of analysed companies on European market and verification if a co-branding gives the opportuni...The objective of this study is to investigate the outcomes of co-branding strategy in the assessment of the brand managers of analysed companies on European market and verification if a co-branding gives the opportunities for internal and external development. The analysis of correlation between the outcomes of co-branding and two major categories of co-branding strategy （ingredient branding and symbolic co-branding） are also important. In the paper the results of empirical studies are presented. Recent primary research （2009-2011） was conducted in 50 companies which are present in minimum three countries of Europe and have realized co-branding strategy for three years. Questionnaire surveys were carried out throughout all 120 identified companies. As a result, data from 50 companies were obtained, which amounted to 41.7% of all companies polled. The analysis of findings indicates the different outcomes in case of two major categories of co-branding strategy. The results show the general evaluation of the co-branded projects as well as the possibilities of the internal and external development. The results also emphasize the significance of symbolic character of the co-branding strategy. The recommendations in this study are set forth, of course, with the caveat as to the limitations of the sample. Nonetheless, it is believed that the results of this study will alert companies to the potential outcomes of co-branding taking into account the category of cooperation. This research has resulted in practical contribution. From the substantive stand point, this research has shed light on the outcomes of co-branding. This information can be useful for managers to understand which effects can be expected. From a theoretical and practical standpoint, this research contributes to brand alliances research and has provided a better understanding of outcomes of co-branding and the correlations between the possibilities of internal and external development and chosen category of co-branding strategy. This text may contribute to further research in this area and as a kind of motivator for further discussion on this topic.展开更多
In recent years, in fashion industry, especially in clothing market industry, the development of fast fashion brands is very rapid, the accounts in clothing market is more and more, which has become art indispensable ...In recent years, in fashion industry, especially in clothing market industry, the development of fast fashion brands is very rapid, the accounts in clothing market is more and more, which has become art indispensable part in clothing market field. It can be said the fast fashion brand takes a deep shock for whole clothing market, and it has made some clothing brands take introspection about their traditional and old marketing mode. Fast fashion brands just catch the consumer psychology of current consumers （especially young consumers）, a smart of consumers are attracted to buy for its ＂fair price＂ , ＂ high quality＂ , ＂fashion＂ and other characteristics. In this paper, the success case of the most successful ＂H＆M＂ brand is taken as entry point, then the marketing strategy of fast fashion brands is explored and analyzed to find out the ＂magic weapon＂ of fast fashion brands＇ development, and it is provided some reference and suggestions for marketing strategy improvement of traditional clothing brands.展开更多
文摘The objective of this study is to investigate the outcomes of co-branding strategy in the assessment of the brand managers of analysed companies on European market and verification if a co-branding gives the opportunities for internal and external development. The analysis of correlation between the outcomes of co-branding and two major categories of co-branding strategy （ingredient branding and symbolic co-branding） are also important. In the paper the results of empirical studies are presented. Recent primary research （2009-2011） was conducted in 50 companies which are present in minimum three countries of Europe and have realized co-branding strategy for three years. Questionnaire surveys were carried out throughout all 120 identified companies. As a result, data from 50 companies were obtained, which amounted to 41.7% of all companies polled. The analysis of findings indicates the different outcomes in case of two major categories of co-branding strategy. The results show the general evaluation of the co-branded projects as well as the possibilities of the internal and external development. The results also emphasize the significance of symbolic character of the co-branding strategy. The recommendations in this study are set forth, of course, with the caveat as to the limitations of the sample. Nonetheless, it is believed that the results of this study will alert companies to the potential outcomes of co-branding taking into account the category of cooperation. This research has resulted in practical contribution. From the substantive stand point, this research has shed light on the outcomes of co-branding. This information can be useful for managers to understand which effects can be expected. From a theoretical and practical standpoint, this research contributes to brand alliances research and has provided a better understanding of outcomes of co-branding and the correlations between the possibilities of internal and external development and chosen category of co-branding strategy. This text may contribute to further research in this area and as a kind of motivator for further discussion on this topic.
文摘In recent years, in fashion industry, especially in clothing market industry, the development of fast fashion brands is very rapid, the accounts in clothing market is more and more, which has become art indispensable part in clothing market field. It can be said the fast fashion brand takes a deep shock for whole clothing market, and it has made some clothing brands take introspection about their traditional and old marketing mode. Fast fashion brands just catch the consumer psychology of current consumers （especially young consumers）, a smart of consumers are attracted to buy for its ＂fair price＂ , ＂ high quality＂ , ＂fashion＂ and other characteristics. In this paper, the success case of the most successful ＂H＆M＂ brand is taken as entry point, then the marketing strategy of fast fashion brands is explored and analyzed to find out the ＂magic weapon＂ of fast fashion brands＇ development, and it is provided some reference and suggestions for marketing strategy improvement of traditional clothing brands.
