Strategic Marketing Alliances
What are strategic alliances?
- Long term response to the move towards globalisation
- Partnerships between companies in different businesses, in a value chain, or even
between competitors
Two main types:
- Co-Branding / Endorsement Strategies
- Mutual Service consortia/relationship marketing
The pbrmedia contribution:
pbrmedia has developed a process to assist in the generation of
strategic alliances for Clients using standard industry data to establish relevance
and viability. This process uses a 5 step, rational approach to Strategic Alliances/
Co-Branding. They ensure that any relationship conforms to a clear set of guidelines
designed to deliver four factors for success:
Equality
Unequal consumer perception leads to devaluation of one or both partners Teaming with a
weaker brand could result in lowest common denominator.
Understanding
Uses research to ensure that brand identity of partners is clear and compatible.
Relevance
Are attributes added by both brands relevant to the consumer?
Commitment
Decisions should not be taken at wrong (low) level of participants. Development of people skills and commit resource
To find out more about how pbrmedia can help your organisation to develop a strategic
relationship with another organisation to drive both business to new heights,
contact us on: enquiries@pbrmedia.co.uk.
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