BRAND COLLABORATION AS A TOOL FOR IMPROVING FINANCIAL AND IMAGE INDICATORS OF AN ENTERPRISE
Journal Title: Економіка та суспільство - Year 2017, Vol 9, Issue
Abstract
The article discusses the brand collaboration from several sides. Collaboration is a quite common phenomenon nowadays. Although its frequent mention in scientific literature, exactly brand collaboration isn't studied enough, despite its high efficiency in the fashion industry, on the technology market and high prospects in other industries. The authors considered examples of the most successful collaborations over past 20 years with participation of Fashion Houses, world-famous designers, large international electronic and technical concerns and brands of decorative cosmetics. Criteria were drawn up for the company to be able to determine its compatibility with a potential collaborating partner and determine the relevance of cooperation with another organization. Also, the authors offer a list of areas on the Ukrainian market in which collaborative projects can bring their participants an increase in financial and image results. The potential for the development of this type of cooperation in Ukraine is quite large and requires attracting attention from domestic enterprises.
Authors and Affiliations
Y. O. Didchenko, A. O. Polovinkina, T. P. Lobodzynska
Keywords
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