Hilary Wason

How positioning strategies affect co-branding outcomes

Abstract Co-branding is a widely applied strategy, with research indicating differential benefits to the parent brands. Past studies suggest the source of these differences may be due to the partners’ relative market position, and characteristics such as brand familiarity, brand equity and proximity to the consumer have been explored. However, the role of brand positioning has received little attention in the context of co-branding. The current study attempts to address this gap, considering the positioning of a brand and the impact of a co-branding strategy on customer perceptions. Using the Blankson and Kalafatis positioning typology, we explore the impact of co-branding on the parent brand perceptions from a hedonic vs. functional (utilitarian) focus. The results suggest that for hedonically oriented positioning strategies, fit between the brands is more important than fit between the product categories in driving positive brand perceptions. For a functionally oriented positioning strategy, the reverse holds, with product fit a more important factor than brand fit in driving post-alliance perceptions.

Supporting business students' transition into higher education : the case of marketing downloads

ABSTRACT This paper discusses a student-centred learning and teaching approach, ‘Marketing Downloads’, designed to support students in transition into Higher Education. The move from secondary to tertiary education can be stressful for students and it impacts on their academic performance, their social life and general sense of well-being. Marketing Downloads was designed with transition in mind and involves students initiating their own research to demonstrate the link between theory and real-world business practice, presenting their work and instigating a debate. Evaluation of data from five focus groups suggests that the social nature, the secure environment, the student-centred aspect and the links with the outside world help students understand the difference between secondary and tertiary education and ultimately contribute to a smooth transition. Recommendations for learning and teaching initiatives focus on these four aspects: a safe classroom environment, social networks, student-centred exercises and creating links to the outside world.