Author(s)

Jiaming Zhang

Corresponding Author

Jiaming Zhang

Abstract

The purpose of this study is to investigate possible risks in brand alliance strategies, assess their effects, and provide practical management and mitigation techniques. This article outlines the primary risk factors—such as partner mistrust, brand image conflicts, and shifts in the market rivalry environment—and offers a thorough evaluation of each risk through a review of the literature and case studies. A number of reaction options are also examined in the study, such as creating explicit cooperation agreements, setting up efficient communication channels, carrying out frequent cooperation assessments, and adaptably modifying cooperation tactics. Brand image conflict is a significant concern during brand collaboration. Collaboration could reduce the value of both businesses if their images are not aligned. This can be avoided by carefully assessing partners' fundamental values and brand image and making sure that collaborative promotional efforts are consistent and well-coordinated. Furthermore, customers may become confused by abrupt brand changes, therefore all brand-related marketing initiatives must provide information that is clear and consistent.

Keywords

Brand Alliance Strategy; Risk Management; Cooperation Risk; Brand Conflict; Risk Assessment