Co-Branding The Science of Alliance [Hardcover]

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.Introduction What is Co-Branding ? Co-Branding Opportunities and Benefits The Risks and Pitfalls of Co-Branding Co-Branding: A Retailer's Opportunity Ingredient Branding Legal Aspects of Co-Branding and Trade Mark Licensing The Economic Value Creation on Co-Branding The Future of Co-Branding Glossary of Terms

'Not only is it informative but it also makes you stop and think about how the world of branding is changing around us. As a marketer, the book makes you realise that we've only scratched the surface of co-branding and that there are endless opportunities awaiting...' - Valerie Edelson, Senior Marketing Manager, IBM

'This book gives a fascinating insight into the largely unchartered area of co-branding. Building brand equity is what marketing is all about and the task of linking brands presents a most formidable challenge. Co-Branding looks at how a great many famous world brands have set about building alliances and gaining commercial advantage through brand partnerships. It provides a very useful backdrop from which to consider the merits and threats of tackling this challenge.' - Derek Dear, General Manager Marketing Services, British Airways

'Co-Branding is a first, exploring the subject in a tl£o