Retail Food Group Co-Brand Strategy – A Case Study Analysis in the Australian Franchising Sector
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This paper describes a case study of the Retail Food Group (RFG) and its co-branding arrangements. Co-branding is becoming increasingly popular in franchised retailing as a means of stimulating growth in a mature sector. This case study provides an organisational perspective of co-branding extending existing literature away from product specific co-branding to a retail format. The study reveals that incentives for introducing other franchised retail brands into the Retail Food Group brand portfolio include search for a suitable retail brand; attracting new customers; and resilience from internal and external competition. This preliminary investigation provides a starting point for a broader research study into co-branded franchising arrangements.
Proceedings of The 14th Biennial World Marketing Congress
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Marketing Management (incl. Strategy and Customer Relations)