Did you ever wonder what makes for a successful brand alliance? Is it the fit of the brands, is it the fit of the products, the existing consumer knowledge, or a combination of other factors?
Imagine this: you are a 20-something fashion addict studying marketing & being told the following: “For your final project, you need to pick a well-known brand you like and design a marketing campaign targeting a different market segment than its current one”.. what is your natural choice? After a brief brainstorming session with my team (Andreea [...]
Building brand communities on the Harley-Davidson Posse ride