| Co-Branding: The Science of Alliance 1999 Edition Contributor(s): Blackett, T. (Author), Boad, R. (Author) |
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ISBN: 0333760891 ISBN-13: 9780333760895 Publisher: Palgrave MacMillan OUR PRICE: $52.24 Product Type: Hardcover - Other Formats Published: September 1999 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General |
| Dewey: 658.827 |
| Physical Information: 0.44" H x 6.14" W x 9.21" (0.92 lbs) 150 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |