Brand Alliances

1. Keywords: Brand Alliances, employee motivation case study Title: Understanding the Different Types of Brand Alliances A brand alliance is a mutual agreement between two entities to combine two or more individual brands, products or other significant assets in order to gain more awareness in the market. If you are running a business, making brand alliances can help you reach a much larger audience base. Such alliances benefit both the parties involved in the alliance. If you are looking to improve the performance of your business, you can check out the employee motivation case studies of brands like Spotify, Uber, Hewlett-Packard, Disney and others, and learn how brand alliances helped them thrive in the competitive market. Based on the nature of the agreement, brand alliances can be classified into three different types. 1. Co-brands: This form of alliance typically involves two or more brands, who work on a specific product with the objective of providing superior craftsmanship and better performance. Such alliances are often seen among computer manufacturing brands. For example, Dell has started to offer its systems with Microsoft Windows and Intel as a bundle. Dell even highlights the other brands in its promotion to showcase their alliance. 2. Brand licenses: This form of an alliance is sort of a contractual agreement between two companies. Here, one company allows the other one to use its brand name in exchange for a licensing fee. The second company can use the first company’s brand names on its products and services. A great example

2. of such an alliance is the project Tokyo Disneyland. Walt Disney has given the brand license to the people at Tokyo Disneyland for using its brand name. 3. Cross marketing Cross marketing is another form of alliance between two companies, where the objective of the alliance is to promote each other's product and services. This is quite similar to the barter deal agreement and is more popular in the retail industry. Imagine, a company offers a coupon of another company to its customers, while the second company promotes the first company's brand name to its customers through the various avenues of marketing. No matter which type of alliance you want to have with another brand, the objective of the alliance remains to generate profits for both the parties involved. Also, it is important for both the companies to understand that their brand reputation is at stake here. So, they need to be careful about their operations as well.