Co-Branding - The Science of Alliance (Hardcover)

A book developed by Interbrand Newell and Sorrell, the world's leading branding consultancy, this is the first to explore co-branding, the synergy that can be created by two well-matched brands working together in harmony, enhancing both profitability and the valuation of the brand for both. However, as well as opportunities this also presents challenges, particularly around ensuring that the brand personalities are complementary. (Kirkus UK)

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.

General

Imprint:	Palgrave Macmillan
Country of origin:	United Kingdom
Release date:	September 1999
First published:	1999
Authors:	T. Blackett • R. Boad
Dimensions:	235 x 155 x 15mm (L x W x T)
Format:	Hardcover
Pages:	150
ISBN-13:	978-0-333-76089-5
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	0-333-76089-1
Barcode:	9780333760895

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