Increasing Co-Product Evaluations by Using Integrative Logos

Part of the European Advertising Academy book series (EAA)


Widespread use of the strategy of co-branding: At present, numerous companies introduce co-products into the market that indicate cooperation between two companies. When they refer to the constituent brand names, they use the technique of co-branding. For instance, Gillette and ‘The Art of Shaving’ (men’s shaving products) offer the jointly developed Fusion Chrome Collection that contains a shaver with a kind of torch light in it.


Consumer Research Brand Extension Purchase Intent Brand Alliance Partner Brand 
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© Springer Fachmedien Wiesbaden GmbH 2017

Authors and Affiliations

  1. 1.MarketingUniversität AugsburgAugsburgGermany

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