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Co-Branding

The Science of Alliance

  • Editors
  • Tom Blackett
  • Bob Boad

Table of contents

  1. Front Matter
    Pages i-xviii
  2. Tom Blackett, Nick Russell
    Pages 1-21
  3. Marc Smit
    Pages 66-83
  4. Jan Lindemann
    Pages 97-112
  5. Tom Blackett, Bob Boad, Paul Cowper, Shailendra Kumar
    Pages 113-123
  6. Back Matter
    Pages 125-142

About this book

Introduction

The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well-matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This is the first book to explore this important area.

Keywords

brand branding co-branding

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods