The Effectiveness of Collaboration: The features of Co-Branded Products Affecting Brand Equity and Consumer Sentiment

초록

A brand is often regarded as one of the most valuable assets of a company, playing a crucial role in driving commercial success. Many business managers turn to co-branding strategies as a means to leverage the strengths of multiple brands to create products that attract consumer attention. However, not all co-branding efforts yield positive results. Therefore, it is important for companies to deeply understand the key factors that determine the effectiveness of co-branding. The aim of this paper is to provide a comprehensive analysis of how different product characteristics affect the effectiveness and market performance of co-branding collaborations. The study will provide valuable insights into the key factors that determine the success of a co-branding strategy, and offer practical recommendations for companies seeking to implement or refine their co-branding strategies.

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