earticle

영어

This paper proposes the directions for enhancing competition-power of Co-Brand in Korean small firms. Co-brand alliances may have become essential to the improvement of competitive power for small firms. This paper suggests the some recommendations that improve competition power of Co-Brand in small firms. The recommendations are as follows : First of all, co-brand alliances must build the strategic alliances are a form of working partnership, defined as the "mutual recognition and understanding that the success of each firm depends in part on the other firm." Because co-brand alliances involve coordination among the partners in or more aspect of marketing and may extend into research, product development, promotion, and even sale, strategic alliances are essential to the introduction of co-brand. Second, co-brand alliances have to develop co-brand by the strategic and systematic procedures. There are several important processes about how to develop co-brand. Framework of naming concept should be developed for the co-brand. Then key words should be collected for co-brand name and evalute the alternatives of key word. Finally, co-brand alliances should establish brand position on the based of competitive position in market. It oughts to consider situation analysis, competitive brand analysis, positioning affirmation, and reposition. Co-brand alliances among firms afford fresh opportunity for strategic advantage. They offer opportunity for businesses to reach new markets without extending themselves beyond their core competencies. Knowledge of how to manage co-brand relationships for maximum effectiveness ought to be of increasing value.