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.

Autorentext

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

Inhalt

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