Articles liés à Co-branding: The Science of Alliance

Co-branding: The Science of Alliance - Couverture rigide

Blackett, T.; Boad, R.

 
9780333760895: Co-branding: The Science of Alliance
Couverture rigide
ISBN 10 : 0333760891 ISBN 13 : 9780333760895
Editeur : Palgrave Macmillan, 1999

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

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

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Palgrave Macmillan
Date d'édition
1999
Langue
anglais
ISBN 10 
0333760891
ISBN 13 
9780333760895
Reliure
Relié
Nombre de pages
168
Coordonnées du fabricant
non disponible
Personne responsable
Springer Nature Customer Service Center GmbH
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