Co-branding as a factor of non-price competition on the clothes market of middle segment

<p>The aim of this work was to study the significanceof co-branding as a factor of non-price competition on the clothes market of middle segment. To achieve the result brand as an element of non-price competiton was studied. The main interest was focused on the co-branding component of brand&#39;s structure. There was studied theoretical aspects of brand and co-branding and was made an overview of clothes market. Then there were chosen 4 brands for tthe future study. the next step was to conduct a survey and basing on the survey&#39;s results to make regression models that explained the consumers&#39; choice of brands. The main result is that companies which use co-branding do it inefficientlyand the company which don&#39;t use co-branding lose thier customers because they buy co-branding goods in other shops. There was also detected the high consumer interest to co-branding products.&nbsp;</p>