Brand alliance Essay Example for Free

Brand confederacy demonstrateThe desired outcome of a brand alliance is to increase each other brands equity. Some of the examples could be as follows Two companies pool their resources to co-brand, with the idea that the current product wad enjoy a unequa direct positioning or ii manufacturers pool resources to develop a promotional campaign featuring both brands. (Samu, Krishnan Smith, 1999, p. 57). In general, brand alliances carry along great benefits but at same time ome inevitable risk of infection. Well-established alliance is a powerful tool that can help to promote, to specify, to enrich, and to increase the brand value. Good example for increase the brand value is brand alliance of PorscheDesign and Adidas, where PorscheDesign clearly raises the image of Adidas and on other hand PorscheDesign has more presence and can sell its products in many lucrative locations. (Adidas Annual report, 2009). Brand alliances are utilise at times of prosperity as well as in t imes when the brand suffers they may serve as a driver for a brand to regain its market position. Wrong arketing strategies can ruin the attractiveness and image of a brand and successful brand alliance can reclaim them.According to (Samu et al. , 1999, p. 57) A new brand might partner with an established brand to build a stronger presence for a specific usage occasion. If one of the brands has very good image and brand equity, it is believably that customers will perceive the partner brand with similar attitude. This strategy is risky and can harm the stronger company. The risk factor can be lowered by extensive market analysis that can rat some of the unfavourable issues for the xact brand alliance. A common practice for possible alliance partners is creation of an stifle strategy.That allows companies react quickly if some of the planned outcomes goes wrong or in other direction than planned. (Melvin Prince intention Davies, 2002) Very common reason for creation of brand a lliance is a launch of a new product. It serves as a great advertising tool because it drags attention. New product is associated with some extraordinary brand, which creates a message for consumers. A successful example of brand alliances to promote new product launch where two trong brands allied and which worked perfectly was turn tail Rover and capital of Seychelles Beckham.The outcome was the new model line of Range Rover, Evoque. Targeted mainly at female customers, sales growth rose significantly after the introduction of Victoria Beckhams special luxury edition. Even though the actual limited edition was produced only in polished volumes, it created great deal of exclusivity for the new product. Associating the new model with Victoria Backham and creating a well- managed advertising campaign led to a successful launch of the new model line crowned by many introduction awards. About Land Rover, 2012). . Analysis of Successful Factors in Brand Alliance 3. 1 Successful Facto rs forwards going deeply in the analysis, it is important to understand in theory the successful factors behind a brand alliance and their effects on consumer attitudes. while the effects they produce are the independent variables. enchantment engaging in an alliance, it is fundamental for companies to work on the successful factors in order to produce and hold in the positive effects while reducing the negative ones