Co-branding, generally referred to as the
pairing of two brands in a marketing context, plays
an important role when it comes to brand building
Natalia Dorozala and Antonia Kohlbrenner show the
importance of partner selection in the context of
co-branding and explain that partner selection
depends decisively on the different co-branding aims
and incorporates the crucial step when using
co-branding as a tool for strategic brand activation.
Also, they demonstrate that the co-branding aim and
the corresponding partner lead to various types of
relationships, which in this work, are
anthropomorphized to connect the world of marketing
and branding to real life. Finally, the authors
illustrate that fashion and design brands have proven
to be particularly
eligible as co-branding partners for brand activation
due to their innovative and trend-oriented nature.
This is shown by case studies conducted about H&M,
adidas, Philips, Sharp, BMW and Volkswagen including
interviews with company representatives.