Leveraging brand synergies through co-branding partnerships in a house of brands: The Cases of OMEGA, Birkenstock and Marvel
Purpose: This paper explores the phenomenon of intra-portfolio co-branding in a house of brands and examines how co-branding partnerships increase brand equity and strengthen both the participating brands and the corporate portfolio. It also derives actionable guidelines on how to leverage such synergies. Methodology: A qualitative study based on secondary data, using case studies of Dior by Birke
