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 branding occurs 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 branded new-product or brand extension, a promotion, an advertising campaign, a sponsorship, a website, or any other collaborative marketing activity (Park, Jun, and Shocker, 1996; Rao, 1997; Rao, Qu, and Ruekert, 1999; Shocker, Srivastava, and Ruekert, 1994; Simonin and Ruth, 1998).