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Diamonds & Disruption: Evaluating Brand Identity Fit in "Inside the Box" vs. "Outside the Box" Co-Branding Strategies - A Case Study of Tiffany & Co.

Sass, Fenja LU ; Bergen, Helen LU and Keller, Magdalena Marie LU (2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242
Department of Business Administration
Abstract
Purpose: As co-branding has become a popular strategy to differentiate brands and create awareness in a crowded market, this has developed to be a relevant research field.
Through an analysis of a luxury brand’s two different approaches to co-branding, this paper aims to analyze how brand identity alignment impacts co-branding and to provide a guideline for the decision-making process of selecting the appropriate strategy.
Methodology: This research employs a literature review and case-study approach by contrasting two different co-branding partnerships of the luxury jewelry brand Tiffany & Co.
Findings: From the literature review and case studies, we identified two different approaches to co-branding – "inside the box" and "outside the... (More)
Purpose: As co-branding has become a popular strategy to differentiate brands and create awareness in a crowded market, this has developed to be a relevant research field.
Through an analysis of a luxury brand’s two different approaches to co-branding, this paper aims to analyze how brand identity alignment impacts co-branding and to provide a guideline for the decision-making process of selecting the appropriate strategy.
Methodology: This research employs a literature review and case-study approach by contrasting two different co-branding partnerships of the luxury jewelry brand Tiffany & Co.
Findings: From the literature review and case studies, we identified two different approaches to co-branding – "inside the box" and "outside the box”. Our findings reveal that a perfect alignment of brand identities is not the determining factor that drives a co-branding partnership. We identified key steps that guide luxury brands in their decision-making process: strategic objectives, partnership alignment and co-branding design.
Originality/value: This paper offers a contribution to current research by proposing a practical framework for luxury brands to navigate co-branding decisions. By introducing two new co- branding approaches, it provides fresh insights and challenges the assumption that brand identity alignment is essential for co-branding success.
Keywords: Co-branding, luxury marketing, luxury brands, brand identity fit, cross-border collaboration, brand awareness, brand growth, Tiffany & Co.
Paper type: Research paper (Less)
Please use this url to cite or link to this publication:
author
Sass, Fenja LU ; Bergen, Helen LU and Keller, Magdalena Marie LU
supervisor
organization
course
BUSN21 20242
year
type
H1 - Master's Degree (One Year)
subject
keywords
Co-branding, luxury marketing, luxury brands, brand identity fit, cross-border collaboration, brand awareness, brand growth, Tiffany & Co.
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9177533
date added to LUP
2024-11-08 10:29:42
date last changed
2024-11-08 10:29:42
@misc{9177533,
  abstract     = {{Purpose: As co-branding has become a popular strategy to differentiate brands and create awareness in a crowded market, this has developed to be a relevant research field.
Through an analysis of a luxury brand’s two different approaches to co-branding, this paper aims to analyze how brand identity alignment impacts co-branding and to provide a guideline for the decision-making process of selecting the appropriate strategy.
Methodology: This research employs a literature review and case-study approach by contrasting two different co-branding partnerships of the luxury jewelry brand Tiffany & Co.
Findings: From the literature review and case studies, we identified two different approaches to co-branding – "inside the box" and "outside the box”. Our findings reveal that a perfect alignment of brand identities is not the determining factor that drives a co-branding partnership. We identified key steps that guide luxury brands in their decision-making process: strategic objectives, partnership alignment and co-branding design.
Originality/value: This paper offers a contribution to current research by proposing a practical framework for luxury brands to navigate co-branding decisions. By introducing two new co- branding approaches, it provides fresh insights and challenges the assumption that brand identity alignment is essential for co-branding success.
Keywords: Co-branding, luxury marketing, luxury brands, brand identity fit, cross-border collaboration, brand awareness, brand growth, Tiffany & Co.
Paper type: Research paper}},
  author       = {{Sass, Fenja and Bergen, Helen and Keller, Magdalena Marie}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Diamonds & Disruption: Evaluating Brand Identity Fit in "Inside the Box" vs. "Outside the Box" Co-Branding Strategies - A Case Study of Tiffany & Co.}},
  year         = {{2024}},
}