Brand Equity Implications of Joint Branding Programs

Ed Lebar, Phil Buehler, Kevin Lane Keller, Monika Sawicka, Zeynep Aksehirli and Keith Richey

A research study was conducted to explore how joint branding affects consumer perceptions. Employing Young & Rubicam's BrandAsset Valuator model and research tool, the study evaluated the joint branding potential of 10 target brands and 10 partner brands with 10 different partnership scenarios.

Brand Equity Implications of Joint Branding Programs

Ed Lebar Young and Rubicam Brands

Phil Buehler mcgarrybowen

Kevin Lane Keller Tuck School of Business, Dartmouth College

Monika Sawicka Young and Rubicam Brands

Zeynep Aksehirli Tuck School of Business, Dartmouth College

Keith Richey Vivaldi Partners

INTRODUCTION

Firms looking to grow may consider partnering with other firms that can offer some type of otherwise missing advantage or benefit. Joint brandingoccurs when two brands enter an agreement to market some product or service in tandem. A joint branding alliance may take the form of a jointly...

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