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Brand Alliances and Umbrella Branding in Place Promotion Strategies

Authors:

Natalya Yu. VLASOVA Dr. Sc. (Econ.), Professor of State and Municipal Governance Dept.

Yelena S. KULIKOVA Cand. Sc. (Econ.), Associate Professor of State and Municipal Governance Dept.

Abstract:

The paper studies various forms of brand alliances and analyzes the possibility to apply the brand alliance strategy in place marketing. The authors focus their attention on umbrella brands, systematize the approaches to interpreting the concept of place umbrella brand, give their own definition of this notion and discuss benefits and risks associated with the use of the strategy. The paper proves that umbrella brands in general and umbrella brands of place show certain similarities and differences that are predefined by the specifics of traditional marketing and place marketing. Having examined the best practices of place marketing, the authors reveal the distinctive features of various strategies for promoting territories through umbrella brands’ construction.

Keywords:

BRAND ALLIANCE, UMBRELLA BRAND OF A TERRITORY, CO-BRANDING, CROSS MARKETING, PLACE MARKETING, PLACE PROMOTION

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For citation: Vlasova N.Yu., Kulikova Ye.S. Brand alliances and umbrella branding in place promotion strategies. Upravlenets – The Manager, 2017, no. 3(67), pp. 40–51.