Title - Tags - brand strategicalliances
A strong brand has the trust of the market.
In a partnership, the trust is transferred.
So is all of the other value associated with the brand.
But brand is just one factor in strategic alliances.
It is not always the most important factor.
And having a decent brand is not a pre-requisite.
The corporate examples above are just that: examples.
Strategic alliances are successful at grass roots level as well.
The point:
All things being equal, the more powerful the brand is, the more profitable the alliance will be.