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

doi:10.1108/03090560310477672

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European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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

Document Information:
Title:	Equity in corporate co-branding: The case of adidas and the All Blacks
Author(s):	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)
Citation:	Judy Motion, Shirley Leitch, Roderick J. Brodie, (2003) "Equity in corporate co-branding: The case of adidas and the All Blacks", European Journal of Marketing, Vol. 37 Iss: 7/8, pp.1080 - 1094
Keywords:	Brand valuation, Brands, Equity, Sponsorship
Article type:	Case study
DOI:	10.1108/03090560310477672 (Permanent URL)
Publisher:	MCB UP Ltd
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.