The Pros And Cons Of Co-Branding

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Nowadays, the companies have gained many of techniques to work with their target audiences and motivate consumers to spend money on their services or products. This study is focused on co-branding as a strategy, which seems to be a win/win proposition for both actors participating the process and can help to sales drive, develop brand images or even save marketing/advertising costs (Kim, Lee, & Lee, 2007). First, is important to define this phenomenon. Co-branding is a marketing tool, which pairs two or more branded products (constituent brands) to form a separate and unique product (composite brand) in a marketing context, such as in advertisements, product placements and distribution outlets (Park et al., 1996 & Grossman, 1997). As usually co-branding strategies rely on brand equity, it is important to pair a less known brand with a favourable existing one to create an advantageous attitudes toward a new product or category. This assumption can be supported by Washburn et al. (2000), who said that marketers use this popular technique of co-branding in attempt to transfer the positive associations of the partner brands to a newly formed co-brand. When a new product is going to appear on the…show more content…
At the age of 19 he moved to New York City, where started to attend Parsons The New School for Design. In 2005 he started up his own label, and the first collection mostly had knitwear clothing. Two years later, in 2007 he launched his first full women’s collection (Alexander Wang – Designer Fashion Label, 2014). The style of his production line embodies a ’cool downtown style’, inspired by 80’s. He delivers men’s and women’s clothing under three labels: Alexander Wang, T by Alexander Wang and Balenciaga. In 2008 he won the CFDA/Vogue Fashion Fund, which granted him a $20 000 award to expand the business. Additionally, he is a first American designer H&M has collaborated

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