Co Branding (Macmillan Business)

✍ Scribed by Tom Blackett

• Publisher: Macmillan Business
• Year: 1999
• Tongue: English
• Leaves: 161
• Category: Library

✦ Synopsis

The strategic management and development of brands continues to grow in importance for most businesses and the 1990s have 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 book explores the area.

✦ Table of Contents

Contents......Page 4
List of Tables and Figures......Page 8
List of Illustrations......Page 9
Preface......Page 10
Acknowledgements......Page 12
List of Contributors......Page 14
Introduction......Page 17
1. What is Co-Branding?......Page 20
2. Co-Branding Opportunitiesand Benefits......Page 41
3. The Risks and Pitfalls of Co-Branding......Page 57
4. Co-Branding – a Retailer’s Opportunity......Page 66
5. Ingredient Branding......Page 85
6. Legal Aspects of Co-Brandingand Trademark Licensing......Page 103
7. Creating Economic Value Through Co-Branding......Page 116
8. The Future of Co-Branding......Page 132
Appendix......Page 144
Glossary of Terms......Page 152
Index......Page 159