McCafe: The McDonald's co-branding experience

Authors: Wright, Owen; Frazer, Lorelle; Merrilees, Bill

Source: The Journal of Brand Management, Volume 14, Number 6, 22 July 2007 , pp. 442-457(16)

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Abstract:

This paper explores the use of co-branding in franchising as a strategy to stimulate and rejuvenate growth in a mature franchising sector. It is proposed that development trends, such as multiple unit franchising, mobile franchising and co-branding, occur because of the sector's need to find new means of expansion beyond the standard model of franchising. The specific phenomenon of co-branding is examined in the form of a case study. The McDonald's/McCafe co-branded arrangement, which evolved in Australia, is analysed to determine the incentives and inhibitions associated with this successful co-branding initiative. A theoretical model of franchise co-branding has been formulated representing a complex structure of motivational and inhibiting facets that are intrinsically linked and appear to work synergistically to achieve a far more complex co-branded arrangement.Journal of Brand Management (2007) 14, 442-457. doi:10.1057/palgrave.bm.2550088; published online 11 May 2007

Document Type: Research article

DOI: http://dx.doi.org/10.1057/palgrave.bm.2550088

Publication date: 2007-07-22