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Palgrave MacMillan

Co-Branding: The Science of Alliance

Co-Branding: The Science of Alliance

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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.

Author: T. Blackett, R. Boad
Publisher: Palgrave MacMillan
Published: 09/24/1999
Pages: 150
Binding Type: Hardcover
Weight: 0.92lbs
Size: 9.21h x 6.14w x 0.44d
ISBN: 9780333760895

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

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