This paper aims to analyze and develop the concept of brand alliance and the existing brand identity
models. Particularly, the paper analyzes the problems inherent in this type of alliance, primarily with
regard to complementarity and consistency between the alliance brands and their strategic objectives.
Thus, the present work develops an analytical model based on Kapferer’s “Identity Prism” (1994) and
Rao and Ruekert’s brand alliance evaluation model (1994). The model developed will be used to select
potential brands for a possible alliance, evaluate the selection and track the alliance’s value.
Academic research in the field of brands has mainly focused on the value and management
of brands with an individual identity clearly separate from others (Aaker, 1991; Keller,
1993; Kapferer, 1994).
Likewise, the brand has been studied as an asset that forms part of a complete portfolio
of individual and interrelated brands that must be jointly managed (Barwise and
Robertson, 1992; de Chernatony, 1991; de Chernatony and McWilliam, 1990).
Although there is an extensive literature on the subject of strategic alliances, it has
mainly focused on alliances in production, technology transfers and distribution
(Porter, 1986; Porter and Puller, 1986; Harrigan, 1986; Hennart, 1988; Pisano et al., 1988;
Hamel, Doz and Prahalad, 1989; Ring and Van de Ven, 1992), and to a lesser extent on
the area of joint research and development (Shapiro, 1985; Shapiro and Grossman, 1986;
Spencer, 1986).
Brand alliances have not played a large role in the literature on alliances in the area
of marketing (Shamdasani and Sheth, 1995). Thus, the literature on strategic alliances
covers all processes from research and development to joint exploitation of markets and
distribution channels. Brand alliances effectively close the cycle of the value chain, as they
are the last point of contact with the end customer and the critical phase for creating
value for the company. As a result, it is a field that has been relatively unexploited by
branding literature. |
