Conceptual model for decision making in development
Of Alliances between Brands in the Spanish Business School market
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Brand alliances have become a frequent brand management strategy in recent times. This strategy is usually part of the marketing strategy of many companies that see in it the possibility of achieving different objectives: entering new markets, improving the perception of quality, increasing the value of their brands, etc. We observe that, practically all companies in the consumer sector, consider cobranding as a useful strategy for their approaches in the field of marketing. We also observe that the phenomenon of cobranding has crossed the borders of the consumer sector and has entered other s...
Brand alliances have become a frequent brand management strategy in recent times. This strategy is usually part of the marketing strategy of many companies that see in it the possibility of achieving different objectives: entering new markets, improving the perception of quality, increasing the value of their brands, etc. We observe that, practically all companies in the consumer sector, consider cobranding as a useful strategy for their approaches in the field of marketing. We also observe that the phenomenon of cobranding has crossed the borders of the consumer sector and has entered other sectors of activity.One of the sectors that this phenomenon has reached is the higher education sector, specifically the market for Business Schools in Spain. Cobranding is a common tool within this market with the adoption of multiple forms of alliances underway: from the creation of joint programs, to the use of joint advertising, etc.
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