Collective Brand Reputation
Volker Nocke and
Roland Strausz
No 15732, CEPR Discussion Papers from C.E.P.R. Discussion Papers
Abstract:
We develop a theory of collective brand reputation for markets in which product quality is jointly determined by local and global players. In a repeated game of imperfect public monitoring, we model collective branding as a pooling of quality signals generated in different markets. Such pooling yields a beneficial informativeness effect for the actions of a global player present in all markets, but also harmful free-riding by local, market-specific players. The resulting tradeoff yields a theory of optimal brand size and revenue sharing, applying to platform markets, franchising, licensing, umbrella branding, and firms with team production.
Keywords: Collective branding; Reputation; Free riding; Repeated games; Imperfect monitoring (search for similar items in EconPapers)
Date: 2021-01
New Economics Papers: this item is included in nep-com, nep-gth, nep-ipr and nep-mic
References: View references in EconPapers View complete reference list from CitEc
Citations:
Downloads: (external link)
https://cepr.org/publications/DP15732 (application/pdf)
CEPR Discussion Papers are free to download for our researchers, subscribers and members. If you fall into one of these categories but have trouble downloading our papers, please contact us at subscribers@cepr.org
Related works:
Journal Article: Collective Brand Reputation (2023) 
Working Paper: Collective Brand Reputation (2022) 
Working Paper: Collective Brand Reputation (2021) 
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:cpr:ceprdp:15732
Ordering information: This working paper can be ordered from
https://cepr.org/publications/DP15732
Access Statistics for this paper
More papers in CEPR Discussion Papers from C.E.P.R. Discussion Papers Centre for Economic Policy Research, 33 Great Sutton Street, London EC1V 0DX.
Bibliographic data for series maintained by ().