Co-branding of compass shoes on social networks

Abstract

Today's competition requires each product to develop a co-branding strategy in reaching the market, especially in the digital era where social networking is a space to build brand identities. So this research was conducted to find out how to co-brand Compass Shoes on social networks. To find out how much influence the co-branding variable has on social networks, seen from the dimensions of social networks by measuring social networks—using a quantitative-explanatory methodology, a data collection using a random questionnaire with a total of 398 respondents who meet the characteristics of the sample. The results of this study have a hypothesis where the exogenous variable, namely co-branding, has a significant effect on the endogenous variable, namely social networking. Creating co-branding, of course, must have a strong strategy in innovation and be able to understand consumer desires by providing collaboration space to build a shared identity.

The meaning of Ancol's new logo: semiotic analysis of Charles Sanders Peirce

“…Rebranding is an integrated and planned activity that aims to change a brand's position internally and externally. The goal is to improve the brand image and formulate a new company strategy (Basit et al, 2021;Borodulina, 2022). The rebranding process can include changes to the name, logo, tagline, image and brand position.…”