RESEARCH OF THE «CO-BRANDING» STRATEGY AS A FORM OF PRESENTING THE CONCEPT OF LATERAL MARKETING

Abstract

Aim. To study the strategy of co-branding as a form of lateral marketing representation that allows for effective development of the company in market conditions. Methodology. The authors highlight the theoretical and methodological foundations of the use of lateral marketing technologies as a method of finding non-standard solutions within the market for a subsequent breakthrough in business. Results. It is determined that co-branding is the most effective form of innovative marketing cooperation. It is established that the concept of lateral marketing has a significant impact on the development of co-branding and expands the boundaries of the current brand perception. Research implications. Groups of factors that affect performance indicators in the framework of organizing cooperation in the field of marketing between different firms are developed. A list of parameters is compiled that show the correctness of searching for partners to work in the co-branding strategy sharing system. The analysis of the practice of large corporations in the application of lateral marketing and co-branding technologies is carried out.