The Effects of Image Transfer Strategy Achieved Through Cobranding and Brand Extension
Efekti transferisanja imidža kroz strategije kobrendiranja i ekstenzije brenda
Abstract
This paper investigates the strategic importance of brand extension and cobranding. These two strategies we identify as the most important and the most popular brand image transfer strategies. They are widely adopted strategies for firms entering new markets, so they can take advantage of an existing brand‘s equity. In this article, we investigate whether cobranding with partner and brand extension has positive effects on customers’ responses toward a new product. We also analyzed prerequisites for successful implementation of mentioned brand strategies.
Apstrakt
U ovom radu autori se bave strategijskim značajem ekstenzije brenda i kobrendiranja. Ove dve strategije smo izdvojili kao najznačajnije i najpopularnije strategije transferisanja imidža brenda. One se veoma često koriste u situacijama kada kompanija ulazi na nova tržišta i pri tome nastoji iskoristiti već razvijen i dobar brend ekviti (imovina brenda). U ovom radu će biti utvrđeno da li ove strategije kobrendiranja sa partnerom i ekstenzija brenda imaju pozitivan uticaj na stepen prihvatanja novog proizvoda od strane potrošača. Takođe, biće definisane pretpostavke za uspešnu implementaciju navedenih strategija brenda.
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