Brand strategy, New models of networking Edited by P S Gopalakrishnan Analysis of the book, proposition of a model and application to a concrete case

1. Juin 2009 Specialized Master Marketing, Management&Communication
Brand strategy
New models of networking
Edited by P S Gopalakrishnan
Charlotte Puisais Tutor : Christophe Benaroya

2. Specialized Master Marketing, Management&Communication
I. Analysis of the book
II. Proposition of a model
III. Application to a concrete case
Charlotte Puisais Tutor : Christophe Benaroya

3. Specialized Master Marketing, Management&Communication
I. Analysis of the book
An academic review on what are brand alliances in
contemporary business
“Brand Alliances are the outcome of the
understanding among firms to join hands for
promoting their brands together or for bringing
out a totally new product into the marketplace” *
Writing by several marketing professors and experts
P S Gopalakrishnan, Julio Cerviño, José Maria Cubillo-Pinilla, Ignacio Cruz-Roche, David James, Paul F Nunes,
Stephen F Dull, Patrick D Lynch, Mriam Claire Beezy, Lisanne Bouten, Erik Jan Hultink, Cees de Bont, Nicole
van Leeuwen, Swati Soni, Makarand Upadhyaya, Serge Dive, Marie-Hélène Abbo, P. Venkatesh, D. Gavatri,
Sethuraman P R, Stanley V Thomas
Division in 2 parts
* PS Gopalakrishnan, Brand alliances, New model of networking, p. I
Charlotte Puisais Tutor : Christophe Benaroya

4. Specialized Master Marketing, Management&Communication
→ 1st section: theory chapters 1 to 9
- Overview based on literature, studies and brief concrete
examples
- Very concepts of what are brand alliances
→ 2nd section: experiences and applications chapters 10 to 14
Sony’s Ericsson ; Yum! Brands ; ING Group&Vysia Bank
Charlotte Puisais Tutor : Christophe Benaroya

5. Specialized Master Marketing, Management&Communication
No single definitions on what is a brand alliance or co-
branding in marketing literature
Several types of brand alliances:
Basic brand alliance
or « co-master brands »
Co-branding
Brand licences
Charlotte Puisais Tutor : Christophe Benaroya

6. Specialized Master Marketing, Management&Communication
Aims of a brand alliance:
- attract new customers in quick and cost-effective way
- capture new market through resources’ joining
- having a greater impact on consumer mind
- way of rejuvenating a brand.
Charlotte Puisais Tutor : Christophe Benaroya

7. Specialized Master Marketing, Management&Communication
Advantage of a brand alliance:
differenciation complement
innovation credibility
quality rejuvenation
reliability exclusivity
Charlotte Puisais Tutor : Christophe Benaroya

8. Specialized Master Marketing, Management&Communication
succeed:
Keys to succeed:
Synergy between brands
Know the specificities of the other brand
How the product can be integrated in our portfolio ?
Long term strategy
=> Consider the legal aspects
Charlotte Puisais Tutor : Christophe Benaroya

9. Specialized Master Marketing, Management&Communication
Disadvantages of a brand alliance:
dilution of the brand
negative impact of both brands
deficience of one brand
legal aspects
Charlotte Puisais Tutor : Christophe Benaroya

10. Specialized Master Marketing, Management&Communication
II. Proposition of a model
Charlotte Puisais Tutor : Christophe Benaroya

11. Specialized Master Marketing, Management&Communication
conception of a grid
application of this grid to concrete examples given into the
2nd section of the book , in order to validate the model
Charlotte Puisais Tutor : Christophe Benaroya

12. Specialized Master Marketing, Management&Communication
TYPES OF BRAND ALLIANCES
Co-Master brands /
Co-branding** Brand licenses
basic brand alliances*
Brand
Brand 1
Brand 2
…
Launching***
Form of brand alliances
Product – product alliance ?
Brand – brand alliance ?
Strenghts
Brand 1
Brand 2
…
Attributes of the brand
Brand 1
Brand 2
…
Agreement
joint promotion ?
research and development ventures ?
technology transfer ?
direct investment ?
Physical production
creation of a new product ?
product integration ?
commune promotion ?
Duration and purpose
long term
short term
Aims
Legal agreements
Advantages
Specifics considerations before the
alliance
Disadvantages
Values developed by the alliance
* = sponsorship or endorsements or special promotion or advertising
** = ingredient branding or product integration or reach and awareness co-branding or value-
endorsement co-branding or complementary competence co-branding or service warranty co-
branding or unorthodox co-branding
*** = Who launch the alliance ? When ? Context of the launching ?
Charlotte Puisais Tutor : Christophe Benaroya

13. Specialized Master Marketing, Management&Communication
III. Application to a concrete case
Brand alliance between
a brand and an artist
Charlotte Puisais Tutor : Christophe Benaroya

14. Specialized Master Marketing, Management&Communication
What is a brand ?
« A brand is a name, a term, a sign, a symbol, a
drawing, a design or all types of combination
which allows to identify a product and to
differentiate it versus its competitors »
Philip KOTLER
Charlotte Puisais Tutor : Christophe Benaroya

15. Specialized Master Marketing, Management&Communication
Basic brand alliances
LVMH & cultural events
Charlotte Puisais Tutor : Christophe Benaroya

16. Specialized Master Marketing, Management&Communication
Co-branding
+
Takashi Murakami & Louis Vuitton
Charlotte Puisais Tutor : Christophe Benaroya

17. Specialized Master Marketing, Management&Communication
Licences
+
Ben Vautier & Quo Vadis
Charlotte Puisais Tutor : Christophe Benaroya