CO-Branding Sinergetic Effects for Development of Payment Cards

Hrvoje Serdarušić and Mladen Pancić

Business Logistics in Modern Management, 2009, vol. 9, 201-210

Abstract: It is becoming unthinkable to do business in a retail trade in our modern environment, which is dominated by elements of significant competition, advanced technology and associated technological solutions, as well as with the constant struggle of the consumers, without investing a great deal in the creation of a good image apropos a good brand. Investing in good brand increases the value of the company by creating unique emotional associations, entering the consciousness of the consumers and creating a qualitative difference by comparison to the competition. If the consumers' needs are met and added value is created through the creation of emotional (perceivable) and functional (unperceivable) brand attributes, then the consumers will be prepared to pay more and that means an even higher profit for the company. The development of contemporary informatical technologies has enabled the acceleration of the process of buying and selling, especially charges for the goods and services payed by cashless payments primarily by payment cards aprops Electronic Funds Transfer Point of Sale machines. The role of Electronic Funds Transfer Point of Sale is constantly growing over cash payments. Due to all this, many business entities decide to cooperate and establish alliances – to co-brand with other business entities in order to keep and increase their market position or even win over new markets.

Keywords: brand; co-brand; payment cards; retail trade (search for similar items in EconPapers)
Date: 2009
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