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Brand Alliances as Signals of Product Quality
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By Akshay R. Rao and Robert W. Ruekert
Fall 1994
Reprint 3617
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Volume 36, Number 1, pages 87-97, 11 pages
Primary Topic: Marketing
SummaryWhen two or more branded products are integrated, like IBM and Intel or Bacardi Rum and Coca-Cola, they are perceived as linked, or jointly branded. The authors present a rationale for why such alliances may sometimes be an appropriate strategy. They develop a managerial decision template to analyze the costs and benefits of joint branding, and discuss the implications of such decisions for different types of allies. They conclude by calling for multidisciplinary empirical examinations of brand alliances. |
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