METHODOLOGICAL APPROACH TO THE SELECTION OF CO-BRANDING PARTNER ORGANIZATION

Methodological approach, based on the author's concept of choosing a partner for co-branding based on the evaluation of compliance of brands of the organizations in strategic marketing alliance is considered. Models of congruent and incongruent co-branding are selected. Logic of a choice of the partner for an alliance, based on the strategic goals of the organization in business development is opened. Concept of an optimum cognitive distance of brands in the strategic marketing alliance, proving the author's point of view on influence of compliance of brands on results of co-branding is suggested. Author's approach promote the development of theory and practice of co-branding in the direction of increasing the effectiveness of marketing cooperation of the organizations.