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Co-branding : the science of alliance / editors Tom Blackett, Bob Boad.

Contributor(s):

Material type: Text

TextPublisher: Basingstoke, Hampshire : Macmillan Business, 1999Description: xviii, 142 pages, 8 unnumbered pages of plates : colour illustrations ; 24 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

031222897X
9780312228972
0333760891
9780333760895

Subject(s):

DDC classification:

658.827 21

LOC classification:

HD69.B7 C54 1999

Online resources:

Summary: "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.

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Holdings
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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Previous	658.827 CHR Exploring brand equity : an insightful collection of noteworthy articles and papers on conceptual, definitional, attitudinal, behavioral, monetary worth, and multidimensional aspects of brand equity /	658.827 CLA Brandscendence : three essential elements of enduring brands /	658.827 CO Co-branding : the science of alliance /	658.827 CO Co-branding : the science of alliance /	658.827 COR Corporate cultures and global brands /	658.827 DAN Brands /	658.827 DAN Putting the luxe back in luxury : how new consumer values are redefining the way we market luxury /	Next

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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