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Summary The Effects of Image Transfer Strategy Achieved Through Cobranding and Brand Extension Branko Rakita, Sanja Mitić This paper investigates the strategic importance of brand extension and cobranding. These two strategies we identify as the most important and the most popular brand image transfer strategies. They are widely adopted strategies for firms entering new markets, so they can take advantage of an existing brand‘s equity. In this article, we investigate
whether cobranding with partner and brand extension has positive effects on customers’ responses toward a new product. We also analyzed prerequisites for successful implementation of mentioned brand strategies. Keywords: image, brand, cobranding, brand extension
KONTAKT: dr Branko Rakita Ekonomski fakultet u Beogradu brakita@sbb.rs dr Sanja Mitić Ekonomski fakultet u Beogradu sanja@ekof.bg.ac.rs
86 Branko Rakita, Sanja Mitić