márkakolaborációk
márkakolaborációk, also known as brand collaborations or co‑branding, refer to strategic partnerships between two or more companies that combine their product lines, technologies, or marketing efforts to create a new offering or enhance existing ones. The concept originated in the early 20th century, with examples such as the 1930s partnership between American cigarette manufacturer Philip Morris and British advertising agency J. Walter Thompson, which aimed to expand market reach through complementary strengths.
In contemporary practice, márkakolaborációk can take various forms: joint product development, limited‑edition releases, shared distribution channels,
Typical industries that employ brand collaborations include fashion and lifestyle (e.g., a luxury sneaker brand partnering
Despite the benefits, márkakolaborációk carry risks such as brand dilution, supply‑chain conflicts, and unequal benefit distribution.
Regulators increasingly scrutinize joint ventures that potentially reduce competition, particularly in sectors where dominant players collaborate