Thesis (MBA)--Stellenbosch University, 2007. / ENGLISH ABSTRACT: In the past decade, through the study of business acquisitions and through empirical
research it has become evident that brands are amongst the most important assets of a
company. Brands are the core of the consumer-driven economy and companies'
sustainable business future is dependent on the success of their brands. Brands enable
companies to establish and differentiate their company and its products. Additionally,
brands provide the base or launching pad for new products and new business ventures.
Brand leverage strategies are described as strategies that use established brands to
influence the perceptions of new products. These brand leverage strategies include
line extensions, vertical extensions, brand extensions and co-branding. Co-branding as
a brand leverage strategy is investigated in this study.
This study investigates the perceptions of brand practitioners towards co-branding
within the retail industry of South Africa and identifies key aspects of co-branding
strategies.
The key factors in co-branding strategies are: the perceived fit (compatibility)
between the brands; the different fOiTIls of co-branding; the considerations when
choosing a partner and the general reasons for pursuing a co-branding strategy. This
empirical study examines these key factors and conclusions are drawn from the data
obtained.
Data for this study was gathered by means of a questionnaire which was sent to retail
branding practitioners. Subsequent to analysing the data conclusions were drawn with
regards to the appropriate co-branding factors.
The research results indicate that branding practitioners believe that the fit between
two brands is an important consideration when evaluating co-branding strategies.
Results also indicated that the fit between brand images is deemed to be a more
important consideration than the fit of operational aspects when brand managers
consider a co-branding strategy.
Sales improvement and reaching out to new segments of the market are deemed to be
appropriate reasons why retail brand practitioners pursue co-branding strategies. In
comparison with improvement of sales, the improvement of brand image is deemed to
be a less important reason for pursuing a co-branding strategy.
Results further conclude that joint marketing is the preferred co-branding Conn and
that retail managers prefer co-branding with companies in the FMCG sector. Results
also suggest that retail brand practitioners place the biggest emphasis on the
possibility of sales improvement when evaluating potential co-branding partners.
Co-branding is deemed to be a viable alternative brand leverage strategy for retail
brand managers. This study highlights the different aspects and considerations that
brand mangers take into account when evaluating a possible co-branding strategy. / AFRIKAANSE OPSOMMING: In die afgelope dekade het die bestudering van besigheidswerwings (business
acquisitions) en empiriese navorsing daarop gedui dat handelsmerke een van die
belangrikste bates van ondememings is. Handelsmerke is die kern van die verbruiker
gedrewe ekonomie en die volhoubare besigheids toekoms van maatskappye is
afhanklik van die sukses van hierdie handelsmerke. Handelsmerke stel ondememings
in staat om huI besigheid en hul produkte te vestig en te differensieer. Handelmerke
dien ook as 'n basis vir die ontwikkeling van nuwe produkte en nuwe
besigheidsgeleenthede. Handelsmerk hefboom (brand leverage) strategiee word
beskryf as strategiee wat gevestigde handelmerke gebruik om die persepsies oor nuwe
produkte te beinvloed. Hierdie handelsmerk hefboom (brand leverage) strategiee sluit
lyn-uitbreiding, vertikale uitbreiding, handelsmerk uitbreiding en medehandelsmerking
(co-branding) in. Hierdie studie ondersoek mede-handelsmerking as
'n handelsmerk hefboom strategie.
Hierdie studie ondersoek die persepsies van handelsmerkingpraktisyns binne die Suid
Afrikaanse kleinhandel industrie. Die persepsies van handelsmerkingpraktisyns
teenoor mede-handelsmerking word ondersoek om die kern aspekte van medehandelsmerking
strategiee te identifiseer.
Die kern aspekte van mede-handelsmerking strategiee (co-branding strategies) is die
waarneembare passing (fit) tussen handelsmerke, die verskillende medehandelsmerkingvorms,
die oorwegende faktore tydens die keuse van 'n medehandelsmerksvennoot
en die algemene redes vir die nastrewing van 'n medehandelsmerking
strategie.
Data vir hierdie navorsing is ingesamel deur middel van 'n vraelys wat aan
kleinhandel handelsmerkpraktisyns (brand practitioners) gestuur is. Na die analise
van die data is bepaalde gevolgtrekkings oor die toepaslike mede-handelsmerkfaktore
gemaak.
Die navorsings-resultate dui aan dat handelsmerkpraktisyns glo dat die passing (fit)
tussen twee handeIsmerke 'n belangrike oorweging is wanneer mede-handelsmerking
strategiee oorweeg word. Resultate dui ook aan dat die passing (fit) van die
handelmerk beelde 'n belangriker oorweging is as die passing van operasionele
aspekte.
Verbetering in verkope en die uitreik na nuwe segmente in die mark word beskou as
die geskikte redes waarom handelsmerkpraktisyns mede-handelsmerking strategiee
volg. Wanneer mede-handelsmerking strategiee gevolg word, word die verbetering
in verkope as 'n belangriker rede as die verbetering van die handelmerk beeld
beskou.
Resultate wys ook dat gesamentIike bemarking (joint marketing) die voorkeur medehandeismerkingvorm
is. Die studie kom ook tot die gevolgtrekking dat maatskappye
in die VBVG (Vinnig bewegende verbruikers goedere) sektor die voorkeur sektor is
waarmee kleinhandelaars wil saamwerk. Resultate dui ook aan dat kleinhandel
handelsmerkpraktisyns (brand practitioners) die grootste klem plaas op die
moontlikheid van verkope toename wanneer potensieIe medehandelsmerkingsvennote
oorweeg word.
Mede-handelsmerking word beskou as 'n lewensvatbare altematiewe handelsmerk
hefboom strategie (brand leverage strategy) vir kleinhandel handelsmerk bestuurders
Hiedie studie bring na vore die verskillende aspekte en oorwegings wat handelsmerk
bestuurders in ag neem wanneer moontlike mede-handelsmerking strategiee ontleed
word.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/49205 |
| Date | 12 1900 |
| Creators | Schwartz, Johan |
| Contributors | Herbst, F. J., Stellenbosch University. Faculty of Economic and Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 165 p. : ill. |
| Rights | Stellenbosch University |
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