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BRANDING CONCEPTS According to Beierlein and Woolverton (1991) brands are signs of information about a product, a product group,

or a company, that distinguishes the product or the company from its competitors. Branding can be understood as a set of strategies and marketing activities involved in creating and managing brands in the market. The benefits of branding include increased market segmentation, increased customer loyalty, increased repurchase probability, facilitation of new products introduction and improves the company's marketing image (BEIERLEIN; WOOLVERTON, 1991). Brand is the most valuable intangible asset of a company, and serves as a powerful differentiator for the business and as a tool for decision making for the consumer. Branding initiatives confer individuality and differentiate one brand from the others, helping to enable consumers to recognize in a particular brand, promises kept. Such actions serve to build loyalty through trust, and result in continued demand and profitability (REICHHELD, 2001, 2006). Branding Alliance or Co-Branding The alliance between brands or Brand Alliance or Co-Branding, where two brands are brought together in marketing actions aimed at selling a single product or service, may be considered a trend (McCARTHY; NORRIS, 1999). According to Simonin and Ruth (1998) this approach seeks to cooperation between two or more marketable items that in one way or another connect representations of several brands in the marketplace. These authors say their results show that the attitudes of consumers toward a particular product or an alliance of brands, influences both their attitudes toward the product resulting from the alliance of brands, but also for each one of these brands in particular. In the same way, Hultman (2002) states that Co-branding in its purest form has at its core the exchange of values or attributes (on a reputational level) between brands, to create a new reality whereby both brands are perceived to be better as a result of the initiative According to McCarthy and Norris (1999), studies have shown that an alliance between two or more brands may induce a drastic shift in consumers' perceptions of quality, price, taste, performance . Brand Alliance or CoBranding Exchange of values and (HULTMAN, 2002) attributes (in a reputational level) between brands, to create a new reality in which both brands are perceived as better as a result of this initiative.

LITERATURE REVIEW Branding and B2B relationships (which mainly influence co-branding in B2B markets) are topics widely developed by many researchers . The authors argue, that co branding agreement effects how other network participants perceive co - branding partners, depending on the history of their previous relationships. They also write that it is often easier for the companies, having established such an agreement, to push their products to the distribution networks.

Aquilani (2006) suggests that if a group of companies use a strong common brand and build co branding relationships between small companies in the group and this common brand all companies in this group are more stable under competition than one separate company, using only its own strong but single brand. Sauve & Coulibaly (2008) describe the brand alliance dynamics, proposing that in the long run organizational factors impact the co-branding agreement stability and performance. They also stress the importance of governance adaptations, resulting from internal and external forces. Mudambi & Susan (2002) discuss the importance of corporate branding on B2B market stressing its importance growth with increase of e-commerce and global competition. This article also proves that companies, using common brand for co-branding activities are usually performing better that those without common brands. Co-branding offers established brands an opportunity to increase sales of existing products and add immediate credibility to existing brands. It also involves some risks such as raising consumer mistrust, damaging the host brands image (Chang 2009), diluting the host brands equity (Ueltschy and Laroche 2004; Washburn et al. 2000) and increasing the host brands financial burden (Blackett and Boad 1999). The alliance between two brands may confuse consumers about the image of both brands and consequently damage the brand equity of each brand (Park et al 1996). Understanding which conditions determine the success of co-branded products thus becomes crucial.

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