Equity in corporate co-branding |
The case of adidas and the All Blacks.
Corporate co-branding is analysed within the context
of a case study of the sponsorship relationship between
adidas and the New Zealand Rugby Union. The study
indicates that corporate brands may develop co-branding
relationships in order to rede®ne brand identity,
discursively reposition the brand and build brand
equity. Corporate co-branding is established at a
fundamental brand values level that, in turn, in¯uences
the type of marketing communication campaign that may be
undertaken. Discourse theory provides insights into the
importance of an articulation campaign in order to
increase the equity of corporate brands. Co-branding
offers corporate brands access to the brand strategy of
the co-brand partner, the alignment of brand values, the
marketing communication association and brand reach and
network of relationships.
pdf 2001 |