Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have leveraged their most important asset (brands) through brand and line extensions. Nowadays, the most recent trend for capitalizing on brands is called Co-Branding in which two or more brands are presented jointly to the consumer, forming a new product or service offering. This new branding strategy promises many benefits, especially for companies operating internationally with strong global brands. This study is about the perception of fit between two partner brands in a co-branding venture. Previous studies have already identified that a perceived fit between partner brands leads to a positive evaluation of the co-branded offering by consumers. But why are some brands perceived as fitting together by consumers and others are not? To answer this question, this study investigates which factors (e.g. similar price level, target group, product category) lead to a perceived fit between partner brands by consumers.

Peter Zickermann, born 1985 in Hamburg, studied Business Administration & Economics at the University of Passau (Bavaria) and afterwards deepened his knowledge in the field of marketing during his master's at Copenhagen Business School in Denmark. During his academic education, he also took the opportunity to study one semester in California, Prague and Guangzhou (China). Peter Zickermann focused his research on corporate and product branding strategies, especially on the Blue Ocean Strategy and Co-Branding. After gaining practical experience at Siemens, Beiersdorf and Philips, he is now working as a Product Manager for a large international operating company in the FMCG industry.

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