ABSTRACT
Dell computers are equipped with Intel processors, while Sun computers are powered by AMD processors. Some Visa credit cards issued by US Bank also feature the Northwest Airlines brand name. Fisher Price sells toys that are plastic replicas of McDonald’s products. In these and many other instances, consumers encounter a product that explicitly or implicitly features two or more brand names. There are many ways in which to skin the proverbial cat when integrating the literature on brand alliances. This chapter focuses on three broad categories of factors. The first factor pertains to elements that exist prior to an alliance. The second factor encapsulates the evaluation of the alliance per se, both as a static entity as well as a dynamic one. The third factor captures post-alliance consequences. Broadly speaking, there are two theoretical perspectives that have been brought to bear on the topic of brand alliances.
