Items related to Co-Branding: The Science of Alliance (Macmillan Business)

Co-Branding: The Science of Alliance (Macmillan Business) - Hardcover

Blackett, T.; Boad, R.

 
9780333760895: Co-Branding: The Science of Alliance (Macmillan Business)
Hardcover
ISBN 10: 0333760891 ISBN 13: 9780333760895
Publisher: Palgrave Macmillan, 1999

Synopsis

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.

"synopsis" may belong to another edition of this title.

About the Author

Contributors to this book are from Interbrand Newell and Sorrell, the world's leading branding consultancy.

"About this title" may belong to another edition of this title.

Publisher
Palgrave Macmillan
Publication date
1999
Language
English
ISBN 10 
0333760891
ISBN 13 
9780333760895
Binding
Hardcover
Number of pages
168