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Leveraging brand synergies through co-branding partnerships in a house of brands: The Cases of OMEGA, Birkenstock and Marvel

Kersten, Victoria LU ; Jungo, Cécile Luisa LU and Bernardini, Emily Joyce LU (2025) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20252
Department of Business Administration
Abstract
Purpose: This paper explores the phenomenon of intra-portfolio co-branding in a house of brands and examines how co-branding partnerships increase brand equity and strengthen both the participating brands and the corporate portfolio. It also derives actionable guidelines on how to leverage such synergies.
Methodology: A qualitative study based on secondary data, using case studies of Dior by Birkenstock, OMEGA x Swatch and The Avenger movies from Marvel Studios has been executed. The co-branding strategies model by Leuthesser et al. (2003) builds the analytical foundation for the comparative case study analysis.
Findings: The analysis of the three cases demonstrates that the key factors for increasing brand equity in a house of brand... (More)
Purpose: This paper explores the phenomenon of intra-portfolio co-branding in a house of brands and examines how co-branding partnerships increase brand equity and strengthen both the participating brands and the corporate portfolio. It also derives actionable guidelines on how to leverage such synergies.
Methodology: A qualitative study based on secondary data, using case studies of Dior by Birkenstock, OMEGA x Swatch and The Avenger movies from Marvel Studios has been executed. The co-branding strategies model by Leuthesser et al. (2003) builds the analytical foundation for the comparative case study analysis.
Findings: The analysis of the three cases demonstrates that the key factors for increasing brand equity in a house of brand context are partnerships between brands that belong to the same brand architecture, have value synergies, offer complementary products and present the potential to unlock new market opportunities. Those four-pillars lead not only to an increase in brand equity of each individual brand, but the sum translates to an increase in brand equity for the entire portfolio.
Originality/value: The paper is first of its kind that combines the concept of leveraging brand synergies through co-branding partnerships based on case studies from three different industries: watch, fashion and entertainment industry.
Keywords: Marvel, Brand Equity, Co-Branding, Brand Portfolio, House of Brands, Brand Architecture, Synergies (Less)
Please use this url to cite or link to this publication:
author
Kersten, Victoria LU ; Jungo, Cécile Luisa LU and Bernardini, Emily Joyce LU
supervisor
organization
course
BUSN21 20252
year
type
H1 - Master's Degree (One Year)
subject
keywords
Marvel, Brand Equity, Co-Branding, Brand Portfolio, House of Brands, Brand Architecture, Synergies
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9215194
date added to LUP
2025-11-14 08:22:14
date last changed
2025-11-14 08:22:14
@misc{9215194,
  abstract     = {{Purpose: This paper explores the phenomenon of intra-portfolio co-branding in a house of brands and examines how co-branding partnerships increase brand equity and strengthen both the participating brands and the corporate portfolio. It also derives actionable guidelines on how to leverage such synergies.
Methodology: A qualitative study based on secondary data, using case studies of Dior by Birkenstock, OMEGA x Swatch and The Avenger movies from Marvel Studios has been executed. The co-branding strategies model by Leuthesser et al. (2003) builds the analytical foundation for the comparative case study analysis.
Findings: The analysis of the three cases demonstrates that the key factors for increasing brand equity in a house of brand context are partnerships between brands that belong to the same brand architecture, have value synergies, offer complementary products and present the potential to unlock new market opportunities. Those four-pillars lead not only to an increase in brand equity of each individual brand, but the sum translates to an increase in brand equity for the entire portfolio.
Originality/value: The paper is first of its kind that combines the concept of leveraging brand synergies through co-branding partnerships based on case studies from three different industries: watch, fashion and entertainment industry.
Keywords: Marvel, Brand Equity, Co-Branding, Brand Portfolio, House of Brands, Brand Architecture, Synergies}},
  author       = {{Kersten, Victoria and Jungo, Cécile Luisa and Bernardini, Emily Joyce}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Leveraging brand synergies through co-branding partnerships in a house of brands: The Cases of OMEGA, Birkenstock and Marvel}},
  year         = {{2025}},
}