McCafe...Sub-Brand, Para-Sub-Brand Or Co-Brand?

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Title McCafe...Sub-Brand, Para-Sub-Brand Or Co-Brand?
Author Wright, Owen; Frazer, Lorelle; Merrilees, Bill
Publication Title ANZMAC 2005 Conference Proceedings
Editor Dr Sharon Purchase
Year Published 2005
Place of publication Perth
Publisher School of Business, University of Western Australia
Abstract This paper focuses on the issue of organisational co-branding, and in particular, whether a sub-brand can perform the dual function of a co-brand. It is proposed that within a specific environment this apparent contradiction of terms is possible. This phenomenon is examined through the example of the McDonald's/McCafe co-branded franchising arrangement, which evolved in Australia through the 1990s and early 2000s. This paper attempts to clarify the limited discussion in literature regarding sub-brands and co-brands with regard to the McDonald's/McCafe brand relationship and also highlights some of the differences between a promotional/product based co-branded relationship and co-branding in an organisational context. Hence, a theoretical perspective is formulated representing a brand portfolio structure that intrinsically links the parent brand synergistically at the sub-brand level to achieve a more complex co-branded arrangement.
Peer Reviewed Yes
Published Yes
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Copyright Statement Copyright remains with the authors 2005. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
ISBN 064645546X
Conference name ANZMAC 2005
Location Fremantle
Date From 2005-12-05
Date To 2005-12-07
Date Accessioned 2005-12-21
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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