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Equity in corporate co‐branding: The case of adidas and the All Blacks

Judy Motion (Department of Marketing, University of Auckland, Auckland, New Zealand)
Shirley Leitch (University of Waikato Management School, Hamilton, New Zealand)
Roderick J. Brodie (Department of Marketing, University of Auckland, Auckland, New Zealand)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 August 2003

20571

Abstract

Corporate co‐branding is analysed within the context of a case study of the sponsorship relationship between adidas and the New Zealand Rugby Union. The study indicates that corporate brands may develop co‐branding relationships in order to redefine brand identity, discursively reposition the brand and build brand equity. Corporate co‐branding is established at a fundamental brand values level that, in turn, influences the type of marketing communication campaign that may be undertaken. Discourse theory provides insights into the importance of an articulation campaign in order to increase the equity of corporate brands. Co‐branding offers corporate brands access to the brand strategy of the co‐brand partner, the alignment of brand values, the marketing communication association and brand reach and network of relationships.

Keywords

Citation

Motion, J., Leitch, S. and Brodie, R.J. (2003), "Equity in corporate co‐branding: The case of adidas and the All Blacks", European Journal of Marketing, Vol. 37 No. 7/8, pp. 1080-1094. https://doi.org/10.1108/03090560310477672

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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