| Titre : |
The impact of co-branding as a promotional method on brand perception in the fashion industry |
| Type de document : |
Mémoire |
| Auteurs : |
Anastasiia SHUMIKHINA, Auteur |
| Année de publication : |
2022 |
| Importance : |
73 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Entreprise
DIGITAL ; PROMOTION DES VENTES
Management
MARQUE ; MODE ; WEBMARKETING
|
| Résumé : |
This article examines the theoretical and practical aspects of co-branding in order to identify and understand how a promotional method such as co-branding acts on consumer perception of a brand.
Brands large and small are forced to find new methods of influencing the consumer in order to stay in the markets and be competitive, and different types of cooperation affect the fate of companies in the
future. Many companies decide to resort to partnerships to promote together rather than compete with each other. All of this will be explored in my paper.The first part of the paper defines co-branding and all the terms related to the topic, examines the theories related to the topic, comparing co-branding with traditional brand promotion methods. It also discusses the relevance of the topic and why co-branding as an implementation method is necessary in today's reality. The second part of the article discusses co-branding moves that have already been implemented and the results of major brands, both international and Russian. Real-life examples show how effective co- branding is as a promotional method. The third part will summarise the conclusions and recommendations I have drawn from the work. |
| Programme : |
Cesem |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=560206 |
The impact of co-branding as a promotional method on brand perception in the fashion industry / 2022 
