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Co-Branding - The Science of Alliance (Hardcover)
Loot Price: R1,632
Discovery Miles 16 320
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Co-Branding - The Science of Alliance (Hardcover)
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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.
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