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.

Zusammenfassung

'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 thorough, practical and business-like way. Brands thrive by keeping one step ahead of the pack. This book provides valuable, practical insights on how brands may unite to make the whole greater than the sum of the parts. It is a winner.' - John Noble, The British Brands Group

'Contains some very useful frameworks, particularly one at the end which helps managers identify co-branding paterns...much practical advice and a very useful glossary of terms...a very useful introduction and appetiser for executives wishing to get to know more about the topic and considering co-branding as a possible strategy.' - Journal of Marketing Management

'An invaluable guide - essential reading, not just for organisations considering this strategy for the first time, but also for those already working in this area.' - Strategy

'A fascinating insight into the largely unchartered area of co-branding...looks at how a great many famous world brands have set about building alliances and gaining commercial advantage through brand partnerships...a very useful backdrop from which to consider the merits and threats of tackling this challenge.' - Eurobusiness

'An excellent title on what is set to become a fundamental aspect of branding. Those looking for instruction, inspiration and/or enlightenment will not be disappointed.' - Marketing Business

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