Co-branding : the science of alliance / editors Tom Blackett, Bob Boad.
Material type: TextPublisher: Basingstoke, Hampshire : Macmillan Business, 1999Description: xviii, 142 pages, 8 unnumbered pages of plates : colour illustrations ; 24 cmContent type:- text
- unmediated
- volume
- 031222897X
- 9780312228972
- 0333760891
- 9780333760895
- 658.827 21
- HD69.B7 C54 1999
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.827 CO (Browse shelf(Opens below)) | 1 | Available | A268397B | ||
Book | City Campus City Campus Main Collection | 658.827 CO (Browse shelf(Opens below)) | 1 | Available | A268398B |
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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.
Machine converted from AACR2 source record.
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