Uppsatsen studerar hur en orts varumärkesidentitet förändras då en ny aktör med syfte att locka turister etablerar sig på orten. Den utvalda orten är Trysil där SkiStar köpte skidanläggningen på orten år 2005 och har sedan dess varit ansvarig för vintersäsongen. Destinasjon Trysil, ett destinationssällskap som koordinerar all marknadsföring av Trysil, är ansvarig för marknadsföringen av sommarhalvåret. Varumärkesidentiteten hos Trysil innan uppköpet år 2005 har jämförts med varumärkesidentiteten efter uppköpet och det framgick att det inte har blivit någon nämnvärd förändring. Anledningen till detta har undersökts med hjälp av Smiths (2004) sex kriterier för varumärkesmatchning tillsammans med faktorn kultur, tillsammans omnämnda som förändringsfaktorer. Slutsatsen som dras är att varumärkesidentiteten är densamma då förändringsfaktorerna stämmer väl överrens mellan de båda företagen.

Firms frequently use brand extension strategies to enter new product categories. Another type of entry strategy is co-branding by effectively exploiting the equity of both constituent brands. Co-branding may effectively drive consumer preferences if consumers believe the combination of two brands offers a better solution than either one separately. However, there is also the risk that consumers may get confused with the combination, or have perceptions of strengths regarding one of the brands diluted, leading to the failure of this strategy. While much has been written on brand-category extension, despite its prevalence, the use of co-brands to enter a new category has attracted relatively little attention. In this study, the author models the effects on consumer perceptions and preferences of combining two brand names for a new product. The proposed model provides a mechanism to represent how consumers’ prior attribute beliefs about constituent brands, the extendibility of the brands into the extension category, the compatibility between the constituent brands, and the uncertainty associated with them can jointly determine their preferences for the co-branded product. The contribution that this model enables is a means to study co-branding and new category entry simultaneously, by assessing the drivers of consumer preference for a co-brand in a new product category. An empirical study is designed to test the model, using real brands and hypothetical extensions and co-brands. Theoretical contributions and managerial implications of this study are discussed.

The purpose of this study was to examine the trends in co-branding, especially when one brand is linked with another brand through a business strategy, in order to investigate the factors that lead to co-branding as a strategic investment option in the hospitality industry. Of primary interest was whether co-branding strategies are significant issues in the hospitality industry. This study also investigated the relationship between explicit and implicit requirements and timing of entry for co-branding investment. The co-branding investment model developed for this study could be a valuable asset for the hospitality industry. The results of this study indicated that there were some relationships among implicit and explicit requirements and the timing of co-branding entry, especially the finding that restaurateurs who had a strong market share emphasis and long franchising experience were more willing to invest in co-branding. Also restaurateurs who were not satisfied with prior sales performance were more likely to invest in the co-branding concept. We also discovered that investors in co-branding, no matter whether early or late movers, are usually satisfied with the performance of their co-branded stores. This study clearly showed that co-branding investment activities were widely practiced among franchisees, regardless of how many years of experience they had, or if they were large, or small local companies. / Ph. D.

För en stad är det viktigt att sticka ut, att göra sig hörd bland andra städer som konkurrerar om besöksnäring och nya invånare. Hur kan en medelstor stad sticka ut från mängden? Kanske genom att marknadsföra sig tillsammans med en idrottsförening. Studien undersöker hur en stad tillsammans med det lokala elitishockeylaget och destinationsbolaget arbetar för att skapa en positiv bild av staden. Tidigare forskning har fokuserat på hur städer arbetat med stora mästerskap, såsom Olympiska spelen och världsmästerskap. Ingen relevant forskning som vi har tagit del av har behandlat samarbetet mellan ett lokalt elitlag i ishockey, destinationsbolag samt kommun. De teorier som använts är place branding och co-branding. Dessa teorier består av flera aspekter som kan appliceras på en studie, place branding har ”the five Rs of place branding” och co-branding har ”5C co-branding strategy”. Den metod som använts är kvalitativa intervjuer. Dessa intervjuer var strukturerade med öppna frågor för att få så informationsrika svar som möjligt. Orsaken till att kvalitativa intervjuer genomfördes var att få reda på om det fanns något samarbete mellan organisationerna. Resultatet visar att det inte finns något utbrett samarbete mellan dessa tre organisationer. Samtliga organisationer var positiva till ett framtida samarbete men i dagsläget finns inga planer från någon av organisationerna att inleda ett samarbete med någon av de andra. / It is important for a city to stand out, to make itself heard among other cities that are competing for the same tourism income<img src="https://cdncache-a.akamaihd.net/items/it/img/arrow-10x10.png" /> and new citizens. How can an medium-sized city stand out from the crowd? Perhaps by marketing itself together with a sports club. This study investigates how a city together with the local elite ice hockey team and the visitors bureau work to create a positive image of the city. Previous research has focused on how cities work with big events, such as the Olympic games and world championships. No relevant research that we have come across has looked at the cooperation between a local elite ice hockey team, the visitors bureau and the local government. The theories that have been used are place branding and co-branding. These theories are composed of multiple aspects that can be applied to a study, place branding has ”the five Rs of place branding” and co-branding has the ”5C co-branding strategy”. The method that has been used is qualitative interviews. The interviews that have been carried out were structured with open question to get as much information from the answers as possible. The reason that qualitative interviews were carried out was to find out if there was any cooperation between these organizations. The results show that there is no widespread cooperation between these organizations. All of the organizations were positive to the idea of future cooperation, but as of now there are no plans from any of the organizations to commence a cooperation initiative with any of the others.

Syfte - Studien syftar till att undersöka hur ett modeföretags icke-finansiella(konsumentbaserade) brand equity påverkas av co-branding. Studien undersöker hur ettsamarbete mellan två modeföretag, så kallat intrabranschsamarbete, påverkar huvudvarumärketsicke-finansiella brand equity.Metod - Studien utgår från Aakers modell för att mäta brand equity. Metoden för studien harvarit att använda fokusgrupper för att undersöka konsumentattityder till co-branding. I studienanvändes ett verklighetsbaserat modesamarbete som diskussionsunderlag för fokusgrupperna,där ett fallföretag och dess samarbete med en annan modeaktör valdes ut. Totalt 12 styckenstudenter från Textilhögskolan i Borås deltog i studien, fördelat över två fokusgrupper.Fynd - Studien visar att ett modevarumärkes brand equity kan stärkas och påverkas positivt medhjälp av co-branding.Begränsningar - Uppsatsen är begränsad till ett samarbete genomfört av två textilföretag vilketgör resultaten främst applicerbara på samarbeten inom modebranschen. Fler genomförda studier,med ett större antal fokusgrupper och en bredare population, skulle kunna ökageneraliserbarheten.Originalitet - Studien undersöker konsumentattityder till co-branding inom modebranschen medhjälp av fokusgrupper. Resultatet ger empiriska indikationer på hur svenska studenter ser på cobrandinginom mode branschen och hur ett modeföretags brand equity påverkas av co-branding. / Program: Textilekonomutbildningen

<p>Olika former av allianser har numera börjat utvecklas och bli allt mer vanliga. Eftersom det kan vara svårt att höras och synas försöker företag i allt större utsträckning göra det i nya sammanhang. Den mättade marknaden driver företag till att särskilja sig, vilket ofta med enklaste medel görs med deras varumärken. Varumärken är en stor resurs som används i detta syfte, och de får en allt större attraktionskraft. Företag som är mer varumärkesinriktade har också visat sig vara mer framgångsrika.</p><p>Den här undersökningen avser behandla co-branding, som uppstår när två företag med distinkta varumärken inom samma eller olika branscher väljer att samarbeta. Vi har valt att inrikta oss på olikartade företag eftersom co-branding-allianser allt oftare breddar sig till olika branscher. Dessutom känns det mer spännande att undersöka hur samverkan mellan helt olika verksamheter fungerar. Syftet är att belysa motiven bakom samarbetena, samt möjligheter och begränsningar. Undersökningen avser även att analysera effekterna som kan uppstå i dessa konstellationer.</p><p>Genom sex stycken fallstudier av samarbeten mellan företag i Stockholm som ingått co-branding med kaféer, har vi försökt belysa hur de har kommit till och fungerar, samt om dessa samarbeten är co-branding överhuvudtaget. Vi har främst använt oss av intervjuer som grund för det empiriska materialet. De samarbeten som ingått i vår undersökning är Akademibokhandelns, SEBs, Planet Fitness och Konserthusets med Wayne’s Coffee, c/o Stockholms med Sosta samt 3s med Espresso House.</p><p>Vi har konstaterat att starka varumärken har en stor attraktionskraft och att vissa företag skapar co-branding om de tror att deras varumärken gemensamt kommer att bidra till mer givande associationer. Undersökningen visade att en ny kontext skapades då verksamheterna startade ett samarbete, eftersom de kom från olika branscher. Vi kom också fram till att det i samtliga fall aldrig var kaféerna som tagit initiativ till co-branding. Hos dem som däremot var initiativtagare, var huvudmotiven att ge något extra till sina kunder och att utöka sin kundkrets. Motiven för kaféerna var främst att öka varumärkeskännedomen samt att finnas på bra lägen med ett stort flöde av människor. För de inblandade företagen har samarbetena lett till en del bakslag men mestadels haft positiva effekter.</p>

Purpose- The purpose of this paper is to explore the influence of co-branding on brand images from consumers’ perspectives and whether the result of co-branding is consistent with the companies’ expectations or not. Design/methodology/approach- A qualitative research approach is adopted to allow a deeper insight into the impacts of Supreme co-branding from consumers’ perspectives. We conducted in-depth exploratory interviews with 7 consumers of Supreme to analyze the effect of co-branding and explain our research questions. Findings- Branding negligence can cause losses in attracting customers. Co-branding strategy has more advantages than disadvantages. Co-branding partners will influence customers’ brand image. Research limitations- The paper only focuses on the fashion industry and the research object is limited to a single brand’s customers, Supreme fans, without exploring the opinions of consumers of other partner brands. In addition, the age and gender of sample subjects are not evenly distributed.

<p>As companies exert themselves to find new ways of achieving market dominance and stronger brands, the phenomenon co-branding has become increasingly popular. By cooperation between two different firms the combined effects can result in synergies not only on the balance sheet, but even through softer values such as Brand recognition, equity and larger market share. Recently the fashion company H&M launched a collection together with the esteemed fashion designer Karl Lagerfeld. The objective of this paper is to examine the effects the collaboration had on consumer’s attitudes towards the two brands. Did the above mentioned collaboration result in a repositioning of any of the two parties?</p><p>Theories regarding branding, positioning and attitudes, as well as Joint ventures are taken into consideration while analyzing the research based on questionnaires given to a random audience. The respondents were among else asked to grade the two firms as to four different qualities, thereby placing them on perceptual maps. After that they were asked whether the collection had affected the exclusiveness of H&M and Karl Lagerfeld. A large majority</p><p>answered that H&M had profited, while Lagerfeld’s exclusiveness was unaltered. Meanwhile, many first heard of Karl Lagerfeld through the H&M-collection.</p><p>This paper will show how two differently positioned parties successfully can achieve synergies, but that since they enter the venture with different possibilities and motives, the synergies most probably will appear on different levels.</p>

<p>A strong brand is important for all companies; however, it is imperative for the success of a luxury fashion house as the image is one of its core assets. As strategic alliances are increasing in popularity the effect they have on how customers look at the partner brands is both interesting for the general person, but also – and more importantly – vital knowledge for companies pondering such a strategic move. The major focus of this study is to answer the question of how luxury designers’ collaborations with high street retailer Hennes & Mauritz affect how consumers perceive the luxury designer brand’s image.Theories on both brand extensions and co-branding have been compared to both qualitative and quantitative research conducted for the purpose of this investigation. This comparison has been made by using a model depicting the relationships between the collaborating brands. Through both acquiring a broad scope using the survey and deeper thoughts through focus group interviews the authors were able to gain a more holistic view of how people regard the luxury designer brands. The factors mainly investigated were those of change in awareness and change in purchase behaviour or intention, as they would be indicative of how people felt toward the luxury designer brands.The result of the investigation showed that the general perception of the luxury designer brands after the collaborations was positive with consumers in all segments. The collaboration did not cause a significant backlash on the regular luxury consumers, as the majority of this consumer segment also stated that they were not bothered by the collaborations.The collaborations could be seen as successful for the luxury designer brands as they managed to garner a lot of attention from new consumer groups, whilst at the same time managing to retain their regular customers. The reason found for not having had a negative impact on the brand was the way in which the collaborations were performed. That the brands had chosen a suitable partner where the perceived fit was great; that the associations with the collaboration and the partner brand did not infringe on the associations with the luxury designer brand; and the time frame of the collaboration, all meant that the consumers generally did not lose confidence in the luxury designer brands.</p>

The essay deals with the subject about branding and the communicative process that entails between businesses and consumers. The purpose of this paper is to increase understanding of the opportunities and risks of brand building through sponsorship and Co-Branding. This descriptive analysis is made by highlighting the partnership between two strong brands in the Swedish market, Åbro &amp; AIK, and how internal and external associations related to their impact on brand equity. The study has led to the conclusion that the sponsorship should be seen as synonymous with Co-branding, ie. a synergy between two or more brands. This is based on a discussion in which partnerships between businesses, organizations and athletes are surrounded and influenced by association, linked to both parties, whose meanings are transferred from brand to the consumer and vice versa, which in turn affects their brand image and equity. The paper also presents an alternative approach to consumer feedback, concerning low-involvement products in high-involved contexts based on a discussion of sponsorship, as a form of branding, affects a recipient both cognitively but also emotionally. The conclusion suggests that a communicative model in which businesses interact with potential target groups through a common interest can give a competitive advantage over competing substitutes with low differentiation. This then becomes an effective way to penetrate the media clutter and reach a potential audience.