Strategia co-brandingu w kontekście zarządzania strategicznego
Co-branding strategy in the context of strategic management

Summary/Abstract: In a turbulent environment, the companies develop actively the brand management activities. One of the possibilities of development and building a competitive advantage is the implementation of co-branding strategy. The aim of this article is to identify the relations between the co-branding strategy and development and competition strategies on the basis of the results of own empirical research, conducted among 50 international companies using direct and indirect methods of gathering information, based on the questionnaire survey. The analysis of the results indicates that as a result of the implementation of co-branding strategy, the surveyed companies implement primarily the strategies of product development and market penetration (in the framework of the product-market strategy) and the strategies of differentiation and differentiation focus (in the framework of the competition strategy).

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