Brand alliance. Building block for scientific organisations´ marketing strategy

- Professor Joern Redler

Jörn RedlerThis paper addresses management issues of brand alliances as part of a scientific organisation´s marketing strategy. Though brand alliances have become quite popular with consumer products they seem to be exceptions in the marketing context of academic or scientific organisations. Against this background, the paper develops a brand alliance approach considering requirements of strategically marketing scientific organisations. As a starting point, brand alliances are discussed as a sub-category to brand combinations. Furthermore, opportunities for scientific organisations associated with the alliance approach are elucidated as well as, from a more general perspective, major threats. In the following course, the paper focuses on modelling a framework of customer-based brand alliance effects, referring to the behavioural science-based view of brands which conceptualises brands as the psychological reaction to the exposure of brand elements like a name, logo or symbols. In that context, prerequisites for success are examined as well. Further, essential components of a brand alliance management process are discussed and its application to scientific organisations is expounded. Aspects like, e.g., choosing and evaluating a partner brand, positioning a brand alliance or monitoring brand alliance performance are illuminated. In regard to practical application also factors and requirements for organisation´s brand alliance success are outlined.

Professor Joern Redler, Ph.D., Baden-Wuerttemberg Cooperative State University, Germany  is a professor of marketing and retail management at Baden-Wuerttemberg Cooperative State University Mosbach, Germany. At this institution he also serves as head of program in business administration/marketing. His areas of interest focus on brand management, store marketing and organisational micropolitics. He has authored several dozen publications in the field of brand management and communications management, is co-editor of the book “Corporate Brand Management” and serves as a reviewer of EMAC regional conferences. He is member of the European Marketing Academy, Arbeitsgemeinschaft für Marketing (Association of German professors of applied marketing) und der Gesellschaft zur Erforschung des Markenwesens (Research group for brand effects).

DOI: 10.14611/minib.19.01.2016.07

Contact: joern.redler(at)mosbach.dhbw.de

MINIB, 2016, Vol. 19, Issue 1

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