Co-branding : the science of alliance /
Co-branding : the science of alliance /
editors Tom Blackett, Bob Boad.
- xviii, 142 pages, 8 unnumbered pages of plates : colour illustrations ; 24 cm
Includes index. "Interbrand.".
"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."--Publisher description.
031222897X 9780312228972 0333760891 9780333760895
99044845
Branding (Marketing)
Brand choice
Strategic planning.
Marketing.
Branding (Marketing)--Management
Strategic alliances (Business)
HD69.B7 / C54 1999
658.827
Includes index. "Interbrand.".
"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."--Publisher description.
031222897X 9780312228972 0333760891 9780333760895
99044845
Branding (Marketing)
Brand choice
Strategic planning.
Marketing.
Branding (Marketing)--Management
Strategic alliances (Business)
HD69.B7 / C54 1999
658.827