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Paper info: Co-branding and the impact on inter-organizational relationships


Co-branding and the impact on inter-organizational relationships


Anders Bengtsson and
Per Servais
University of Southern Denmark
Per Servais

Place of Publication

The paper was published at the 20th IMP-conference in Copenhagen, Denmark in 2004.


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During the last decade branding has developed to be one of the main focus areas inconsumer marketing. In the industrial marketing area there has only been limitedattention to this phenomenon in this paper we elaborates more on the connectionbetween corporate branding and value creation in industrial network. We especiallypoints to the fact that the effects of industrial branding very much is under influenceof the perceived uncertainty of industrial buyers. Industrial firms not only make useof branding they also use co-branding as a joint action to enhance their positionwithin a network. In the paper we present a case of the Danish firm JUNCKERS oneof Denmark's largest wood industries who has launch a co-branding projecttogether with DEVI (a part of the Danish DANFOSS group) and WIRSBO (a part ofthe Swedish UPONOR group). Even though DEVI and WIRSBO could be consideredto be competitors they together with JUNCKERS show a high degree of coopetition.The case shows that co-branding is an efficient tool in lowering the uncertainty bythe customers and by signalling combined resources and skills of three actors eachfirm enhance their position in the network.