Do You Choose a Brand or the Company it Keeps

Julian Martin

`Constellation brands' (where leading service brands form alliances to deliver benefits to their customers, such as airmiles or discount points, etc.) are becoming increasingly significant.

Do You Choose a Brand or the Company it Keeps?

A description of the growth and importance of the 'constellation brand'

Julian Martin

INTRODUCTION

I used to fly Qantas because it was The Spirit of Australia. I still fly Qantas, even though I think it is increasingly mediocre, because it gives me points when I fly with it, points when I fly with a One World partner airline, and points when I shop with my Amex card or my Qantas Telstra ANZ Visa card. So much for individual brand values and propositions. The new brand value in this increasingly networked...

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