出版社：Publishing House of the University of Economics in Katowice
摘要：The process of internationalization implies a number of questions connected with brand management. The companies seek innovative methods of international brand expansion. These methods include – i.a. – brand extension,brand licensing,acquisition of patent rights and co-branding. The purpose of this article is to discuss and analyse the possibility of international expansion by realization of co-branding strategy. In the paper the results of existing and own research concerning the impact of co-branding on the international expansion of brands are analyzed. From a theoretical and practical standpoint,this paper contributes to brand alliances research and has provided a better understanding of application of co-branding strategy on international market.
