Co Brand

ingCO-BRANDING CONCEPTS PILOT RESEARCH (DUE JUNE 8)

The objective of this assignment is to develop and test the viability of a co-branding arrangement. Co-branding involves the association between compatible brands that enhances the sales and image of each brand partner. An example might be Intel and Dell Computers, where each computer is labeled Intel Inside. Before you begin your research, do a literature review on the topic, and include same in your report.

Using your own idea about a promising co-brand arrangement, create a concept statement that explains and persuades consumers to engage with this product. Then, on a small sample of 10-15 prospects, conduct a survey that tests for comprehension of the concept, interest level, motivation to buy, reasons for motivation, diagnostic information about strengths and weaknesses of the concept. Your report should be between 2500-3500 words.

Describe how to conduct a literature review.-pg 70

A literature review is a comprehensive examination of

available information that is related to your research

topic. When conducting a literature review, researchers

locate information relevant to the research problems and

issues at hand. Literature reviews have the following

objectives: provide background information for the current

study; clarify thinking about the research problem

and questions you are studying; reveal whether information

already exists that addresses the issue of interest; help

to define important constructs of interest to the study; and

suggest sampling and other methodological approaches

that have been successful in studying similar topics.

Intent of Co-Branding

• Market share

• Brand extension

• Global branding

Why using co ­ branding?

Brands need to innovate to keep their position and image in customers' mind. An innovating way,

becoming more and more popular, is to do strategic alliances with other brands. Such alliances can

be a good financial opportunity generating speed cash...