Naslov
Impact of co-branding strategy in communication with the market

Autori
Lacković, Krešimir ; Andrlić, Berislav ; Budić, Hrvoje

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of 9th International Bata Conference for PhD Students and Young Researches / - Zlín : Tomas Bata University, 2013, 1-13

ISBN
978-80-7454-248-0

Skup
9th International Bata Conference for PhD Students and Young Researches

Mjesto i datum
Zlín, Češka Republika, 25.04.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
co-brand ; strategy ; promotion ; communication

Sažetak
The article describes one strategic approach in communicating with the market known as co- branding. The importance of this approach is in the fact that the investment in the brand has to be continuous, while the awareness of the consumers of the brand has to make clear and unique positive associations and quality differential comparing to the competition. The holders of the brand are aware of the force and value of its brands and based on this knowledge they build its value, however they also recognize that each brand has its limitation. In the beginning of the theory analysis the term co- branding is explained as well as the purpose of the founding of the co-branding association, while the research section of the paper reviews the forms of this strategy of brand and satisfaction of the consumers.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Rad je izložen putem prezentacije i putem postera.

POVEZANOST RADA