search query: @freeterm strategic alliances / total: 14
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| Author: | Tregear, A. Gorton, M. |
| Title: | The challenges of sharing: brands as club goods |
| Journal: | European Journal of Marketing
2009 : VOL. 43:5-6, p. 826-842 |
| Index terms: | brands strategy |
| Freeterms: | brand management strategic alliances |
| Language: | eng |
| Abstract: | The aim of the study is to explore the managerial challenges of shared brands, defined as arrangements whereby a single brand name acts as the sole/principal identity for the products of two or more firms and where brand management is governed by an entity that is independent from a single firm. It is proposed that the exclusive and non-rivalrous characteristics of club brands pose challenges in the decision-making phases of creation of the brand identity, reputation building and reputation protection. |
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