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A Case Study on the Global Brand Alliance Between the Different Industries - Focused on the Success Factors of Brand Alliance -

In order to survive and grow in the stiff competition of global market, many companies today work together with each other using brand alliances. In these days, brand alliances between the two different industries are gaining popularity in the world for companies using brand alliances to differentiate their brands from the competition. The purpose of this research was to examine how companies planned and executed the brand alliance with global brands and analyze the case, especially focused on the success factors of brand alliance. For this study, we selected the LG-PRADA phone case because this case of brand alliance has been mentioned as a successful brand alliance. The research showed that LG-PRADA　case not only met the success factors of brand alliance(Product Fit, Brand Image Consistency, Complementarity, Exclusivity) but also had the continuous and active collaboration from the initial product planning to sales and marketing after product launching. Also, we could know the importance of marketing strategy for various consumer segments and their characteristics.