search query: @author Rao, A. / total: 12
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| Author: | Rao, A. Ruekert, R. |
| Title: | Brand alliances as signals of product quality |
| Journal: | Sloan Management Review
1994 : FALL, VOL. 36:1, p. 87-98 |
| Index terms: | MANAGEMENT STRATEGY ALLIANCES |
| Language: | eng |
| Abstract: | When two or more branded products are integrated, like IBM and Intel or Bacardi Rum and Coca-Cola, they are perceived as linked, or jointly branded. The authors present a rationale for why such alliances may sometimes be an appropriate strategy. They develop a managerial decision template to analyze the costs and benefits of joint branding , and discuss the implications of such decisions for different types of allies. They conclude by calling for multidisciplinary empirical examinations of brand alliances. |
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