Relationship marketing
como uma estratégia de co-branding pode ser relevante numa abordagem relacional ao mercado — o caso Nike+
DOI:
https://doi.org/10.4000/cp.12773Keywords:
relationship marketing, brand customer relationship, customer brand equity, co-branding, brand buildingAbstract
Implementing a Relationship Marketing approach sets the Client as the primary focus, under which all Marketing Mix is structured for building Brand Loyalty, becoming the Brand more profitable and effective on the long term. Trying to assure a stable, profitable and long-lasting relationship for both parts (client and brand) may lead to Co-Branding strategies in mature business sec-tors, where the need for differentiation and better products is supported on Relevance and Credibility. This study tries to analyze how a Co-Branding strategy can build value for the brand’s Customer Brand Equity. The partnership between Nike and Apple express that strategy.
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