The effect of brand alliances on the export unit price performance of intermediate producers: "ISKO" example

Due to the increasing development of globalization and the increase in the possibilities of international interaction, international trade is transforming into a structure that makes it more compulsory to establish a more complex network of business relations. There have always been various risks of a new brand in the creation, promotion and overcoming permanently in the market and the failure rate of a new brand can be quite high. In order to overcome these negative effects, it is understood that companies are looking for alternative methods and are using different strategies that consider more than one brand. Alliances between brands can be a short-term tactical partnership to raise consumer awareness, promote sales, and provide immediate financial resources, but it can also be a long-term strategic goal for brand development and marketing success. This thesis aims to establish an internal relation about the strategic brand alliances and activities between the intermediate product manufacturer and exporter of the Turkish brand (İSKO) and the foreign garment and apparel brands, and the export performance of the company. The brand collaborations nourished by R&D and innovation have been examined by making a time series analyzes of a ingredient brand in comparison to its competitors whether it has achieved a positive development in export unit prices compared to its national competitors. The study concludes with the discussion of the findings of the research and the comprising of Turquality brand support programme for brand alliances an cooperation activities. Keywords: Strategic Brand Alliances, Co-branding, Co-Marketing, Ingredient Branding, Denim, Turquality.