Co-branding wheelResearch and Practice of Co-Branding Strategy
Prof. Gert Trauernicht
Dipl. Des. Anne Kurth
The co-branding strategy is considered an important product and marketing strategy in the modern business environment. It can increase brand awareness, boost product sales, reduce market risk and much more. Finding valuable co-branding partner brands is considered an important part of co-branding strategy.
With the co-branding wheel, this master thesis describes a methodology that helps users find valuable co-branding partner brands. Furthermore, it helps to strengthen the perception of their brand identity, to clarify the purpose of co-branding and to get tips for the development of co-branded products.
Users are provided with easy-to-follow instructions and tips that can be straightforwardly implemented to walk through the three stages from brand identity to types and purposes of co-branding to success drivers of co-branding.