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Leveraging the Luxury Partner-Brand:
Strategic Portfolio Motives
-- Henrik Uggla and Per Åsberg
The paper initially defines and elaborates the concept of luxury partner-brand from theoretical sources in luxury and
co-branding, suggesting that a luxury partner brand is a self-expressive brand with the highest perceived quality and a
super-premium price, positioned in brand alliance as a modifier (modified) brand. Furthermore, six portfolio roles for the
luxury partner-brand are developed and discussed, based on brands' potential motivation to leverage the brand equity and
esoteric position of the luxury partner-brand in a brand alliance.
© 2010 IUP. All Rights Reserved.
Effective Brand Management
Through Consumer Profiling Using Clustering
-- Nidhi Sinha, Vandana Ahuja and Y Medury
As corporates proceed to develop new product brands, changing market and consumer situations throw up the need for
re-looking at age-old branding strategies and corporate beliefs. Increased competition, more informed consumers, changing
global scenarios and economic conditions have brought into focus the need for developing strategies to increase value for
the consumer, thereby increasing organizational profitability. Organizational investments in corporate brand identities
have increased manifold over the recent years. Realizing the value of corporate brand identities has made big corporates
make sizeable investments to enhance their brand images. Allowing new product brands to contribute to these brand images
now appears to be important. At the same time, when corporates are strengthening their brand images, individual product
brands seem to lose out when consumers fail to link the individual products and the corporate brand images. Organizations will
gain from recognizing the consumer as a significant dimension while formulating brand management strategies. This paper
attempts to study the ability of individual consumers to associate a product or service brand with the corporate associated with
the same, thereby stressing the need to build brand awareness. This was done by conducting a study using a product brand
pool as
a research instrument, where consumers were asked to classify the brand on the basis of the corporates producing those
brands. The results were further used to calculate a consumer brand association score. This score was considered as
representative of the consumer's state of relationship with the organization and was used to create consumer clusters for segmentation
to aid purposeful consumer targeting.
© 2010 IUP. All Rights Reserved.
The Inter-Organizational Dynamics
of Brand Alliances
-- Loïc Sauvée and Mantiaba Coulibaly
The objective of the research is to put in evidence the inter-organizational dynamics of brand alliances. More
specifically, the aim of the paper is to identify the business-to-business interactions within brand alliances through the
governance adaptations that occur during a period of time. We show that these governance adaptations result from external
(competitive pressure, value perception by consumers and customers) as well as internal forces (objectives and expectations of the
partners, network positions, resources of the partners). Consequently, the level of stability in the long run of brand alliances can
be linked to organizational factors. For our demonstration, we propose an analytical framework that combines
Industrial Marketing and Purchasing group (IMP) concepts with theoretical works on dynamics of strategic alliances. The
methodology follows the case study approach, with an empirical application to two examples of brand alliances:
A certification brand with a banana brand on the Fair Trade market and an association brand with a processed pork
brand on the health food market.
© 2010 IUP. All Rights Reserved.
CASE STUDY
Branding a Commodity: Pista House's `Hyderabadi Haleem'
-- Syed Abdul Samad
© 2010 IBS CDC. All Rights Reserved.
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