[ABSTRAK
Penelitian ini meneliti tentang faktor-faktor yang mempengaruhi strategico-branding antara entitas komersial dengan entitas non-profit. Pada satu sisientitas komersial ingin mendapatkan citra positif entitas non-profit, disisi lainentitas non-profit membutuhkan pendanaan. Kerjasama antara kedua entitas dapatmenguntungkan, namun karena tidak semua strategi dapat berjalan sesuai denganrencana begitu pula strategi co-branding tidak selamanya efektif malah dapatmenimbulkan risiko bagi citra suatu merek. Penelitian ini menemukan bahwafamiliaritas konsumen terhadap suatu merek bukan berarti akan menimbulkanpenilaian positif terhadap aliansi merek yang dilakukan.

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ABSTRACT
This study examines the factors that influence the strategy of co-brandingbetween commercial entities with non-profit entities. The commercial entitieswants to obtain a positive brand image of non-profit entities, vice versa the nonprofitentities in need of funding. The cooperation between the two entities can beprofitable, but not all strategies can be implemented as planned as did co-brandingstrategy is not always effective even may pose a risk to the image of a brand. Thisstudy found that the consumers? brand familiarity does not mean that will lead to apositive assessment of the brand alliance evaluation, This study examines the factors that influence the strategy of co-brandingbetween commercial entities with non-profit entities. The commercial entitieswants to obtain a positive brand image of non-profit entities, vice versa the nonprofitentities in need of funding. The cooperation between the two entities can beprofitable, but not all strategies can be implemented as planned as did co-brandingstrategy is not always effective even may pose a risk to the image of a brand. Thisstudy found that the consumers’ brand familiarity does not mean that will lead to apositive assessment of the brand alliance evaluation]