brand alliances new model of networking
DESCRIPTION
Brand strategy, New models of networkingEdited by P S GopalakrishnanAnalysis of the book, proposition of a model and application to a concrete caseTRANSCRIPT
Brand Brand Brand Brand strategystrategystrategystrategy
New New New New modelsmodelsmodelsmodels of of of of networkingnetworkingnetworkingnetworkingEdited by P S Gopalakrishnan
Charlotte Puisais
Juin 2009 Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
I. Analysis of the book
II. Proposition of a model
III. Application to a concrete case
Charlotte Puisais
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
I. I. I. I. AnalysisAnalysisAnalysisAnalysis of the bookof the bookof the bookof the book
� An academic review on what are brand alliances in contemporary business
� Writing by several marketing professors and experts
� Division in 2 parts
“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” *
* PS Gopalakrishnan, Brand alliances, New model of networking, p. I
Charlotte Puisais
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
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
→ 1111stststst section: section: section: section: theorytheorytheorytheory chapters 1 to 9
- Overview based on literature, studies and brief concreteexamples
- Very concepts of what are brand alliances
→ 2222ndndndnd section: section: section: section: experiencesexperiencesexperiencesexperiences and applications and applications and applications and applications chapters 10 to 14
Sony’s Ericsson ; Yum! Brands ; ING Group&Vysia Bank
Charlotte Puisais
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
� 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
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
AimsAimsAimsAims of a brand alliance: of a brand alliance: of a brand alliance: 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
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
AdvantageAdvantageAdvantageAdvantage of a brand alliance: of a brand alliance: of a brand alliance: of a brand alliance:
differenciation complement
innovation credibility
quality
exclusivityreliability
rejuvenation
Charlotte Puisais
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
KeysKeysKeysKeys to to to to succeedsucceedsucceedsucceed: : : :
Synergy between brands
Know the specificities of the other brand
How the product can be integrated in our portfolio ?
=> Consider the legal aspects
Long term strategy
Charlotte Puisais
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
DisadvantagesDisadvantagesDisadvantagesDisadvantages of a brand alliance: of a brand alliance: of a brand alliance: of a brand alliance:
� dilution of the brand
� negative impact of both brands
� deficience of one brand
� legal aspects
Charlotte Puisais
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
II. Proposition of a modelII. Proposition of a modelII. Proposition of a modelII. Proposition of a model
Charlotte Puisais
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
� 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
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
Co-Master brands / basic brand alliances*
Co-branding** Brand licenses
Brand 1
Brand 2
…
Product – product alliance ?
Brand – brand alliance ?
Brand 1
Brand 2
…
Brand 1
Brand 2
…
joint promotion ?
research and development ventures ?
technology transfer ?
direct investment ?
creation of a new product ?
product integration ?
commune promotion ?
long term
short term
TYPES OF BRAND ALLIANCES
* = sponsorship or endorsements or special promotion or advertising
Agreement
Attributes of the brand
Strenghts
Form of brand alliances
DisadvantagesValues developed by the alliance
Duration and purpose
Physical production
** = 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 ?
Launching***
Brand
AimsLegal agreementsAdvantages
Specifics considerations before the alliance
Charlotte Puisais
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
III. Application to a III. Application to a III. Application to a III. Application to a concreteconcreteconcreteconcrete casecasecasecase
Brand alliance Brand alliance Brand alliance Brand alliance betweenbetweenbetweenbetween
a brand and an a brand and an a brand and an a brand and an artistartistartistartist
Charlotte Puisais
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
WhatWhatWhatWhat isisisis a brand ?a brand ?a brand ?a brand ?
« A brand is a name, a term, a sign, a symbol, a drawing, a design or all types of combinationwhich allows to identify a product and to differentiate it versus its competitors »
Philip KOTLER
Charlotte Puisais
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
Basic brand alliances
LVMH & cultural events
Charlotte Puisais
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
Co-branding
++++
Takashi Murakami & Louis Vuitton
Charlotte Puisais
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya
Licences
++++
Ben Vautier & Quo Vadis
Charlotte Puisais
Specialized Master Marketing, Management&Communication
Tutor : Christophe Benaroya